Abstract: The case tells a story about position and other related problems of Qiandaohu Development Company. Qiandaohu Development Company focuses on Qiandaohu fishing cause and has changed itself into a high brand value company under the leadership of its CEO Wang Jianmin. However, with resource in, Wang Jianmin failed to handle growing problems such as how to safeguard fish, deal with capacity shortage and avoid fake product. He did not know the way to go between expansion and positioning high end market. Also, he did not know whether it is suitable to use franchising and how to use.
Key words: Position; Competition strategy; Brand building; Franchising
