中国市场策略项目建议书课件

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1、AchievingleadershipinChinadetergentmarket–Projectproposal–Henkel(China)InvestmentCo.Ltd.,RolandBerger&Partners–InternationalManagementConsultantsBarcelona–Beijing–Berlin–Brussels–Bucharest–Budapest–BuenosAires–Delhi–Detroit–Düsseldorf–Frankfurt–Hamburg–Kiev–KualaLumpur–LisbonLon

2、don–Madrid–Milan–Moscow–Munich–NewYork–Paris–Prague–Riga–Rome–SãoPaulo–Shanghai–Stuttgart–Tokyo–Vienna–Zurich最新名师培训视频6千集，管理文档8千份。QQ1589505898ContentsPageA.Fiercecompetitionfrominternationalanddomesticplayershasimposed3greatchallengeonHenkelB.Toachieveturnaround,Henkelshouldadopt

3、anaggressiveexpansionstrategy10C.RolandBergerwillhelpdeveloptheappropriatestrategy:projectoutline12D.Projectorganizationandtimeframe22E.Valueoftheproject12F.RolandBergerisabestpartnerofHenkeltoexploitChinadetergentmarket:12selectedreferenceAnnexA:Casestudy-Qiqiang32AnnexB:Casest

4、udy-P&G42最新名师培训视频6千集，管理文档8千份。QQ1589505898A.FiercecompetitionfrominternationalanddomesticplayershasimposedgreatchallengeonHenkel最新名师培训视频6千集，管理文档8千份。QQ1589505898Afterfastincreaseinearlier1990th,annualgrowthofChinadetergentmarkethassloweddownintheseyearsNationalmarketvolumeoflaund

5、rydetergent[inMio.tons]199319941995199619972000**EstimationSource:ChineselightIndustryYearbook(1999),RolandBerger&Partners’analysis1.92.22.82.62.72.9~3.0+8.2%p.a.2~3%p.a.最新名师培训视频6千集，管理文档8千份。QQ1589505898GrossprofitabilityofWhitecatregularpowderOvercapcityindetergentindustryPrice

6、reductionofMajorbrand(RMB/Kg)OvercapacityindetergentindudstryleadstopricereductionandthusreducestheproductprofitabilityAtpresent,thereareabout150manufacturesindetergentindustrywithcapacityof3.8milliontons,buttotalmarketvolumeisabout2.7milliontons,sotheutilizationrateofcapacityis

7、about70%Marektentryofdetergentindustryisprettylowandthereliesalotofunregisteredfactories,Iftakingtheircapacityintoaccount,theutilizaitionratewillbefurthurreducedtoabout50%-60%11%1998年1999年3%TideOMO18.016.518.817.35.54.8Whitecat(regularpowder)1998年1999年Averagepricereductionofthew

8、holeindustryis10%最新名师培训视频6千集，管理文档8千份。QQ15895058