公司进入中国市场策略项目建议书.ppt

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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–

2、KualaLumpur–LisbonLondon–Madrid–Milan–Moscow–Munich–NewYork–Paris–Prague–Riga–Rome–SãoPaulo–Shanghai–Stuttgart–Tokyo–Vienna–ZurichNirmainterim-rptContentsPageA.Fiercecompetitionfrominternationalanddomesticplayershasimposed3greatchallengeonHenkelB.Toachievet

3、urnaround,Henkelshouldadoptanaggressiveexpansionstrategy10C.RolandBergerwillhelpdeveloptheappropriatestrategy:projectoutline12D.Projectorganizationandtimeframe22E.Valueoftheproject12F.RolandBergerisabestpartnerofHenkeltoexploitChinadetergentmarket:12selected

4、referenceAnnexA:Casestudy-Qiqiang32AnnexB:Casestudy-P&G42Nirmainterim-rptA.FiercecompetitionfrominternationalanddomesticplayershasimposedgreatchallengeonHenkelAfterfastincreaseinearlier1990th,annualgrowthofChinadetergentmarkethassloweddownintheseyearsNatio

5、nalmarketvolumeoflaundrydetergent[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.Nirmainterim-rptGrossprofitabilityofWhitecatregularpowderOvercap

6、cityindetergentindustryPricereductionofMajorbrand(RMB/Kg)OvercapacityindetergentindudstryleadstopricereductionandthusreducestheproductprofitabilityAtpresent,thereareabout150manufacturesindetergentindustrywithcapacityof3.8milliontons,buttotalmarketvolumeisabo

7、ut2.7milliontons,sotheutilizationrateofcapacityisabout70%Marektentryofdetergentindustryisprettylowandthereliesalotofunregisteredfactories,Iftakingtheircapacityintoaccount,theutilizaitionratewillbefurthurreducedtoabout50%-60%11%1998年1999年3%TideOMO18.016.518.8

8、17.35.54.8Whitecat(regularpowder)1998年1999年Averagepricereductionofthewholeindustryis10%Nirmainterim-rptAfterhavingestablishedprominentpositioninhighendmarket,P&GandUnileverbegintopenetratemiddl