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时间:2020-03-26
《中国市场进入战略管理知识研究报告英文版).ppt》由会员上传分享,免费在线阅读,更多相关内容在PPT专区-天天文库。
1、AchievingleadershipinChinadetergentmarketHenkel(China)InvestmentCo.Ltd.,RolandBerger&Partners–InternationalManagementConsultantsBarcelona–Beijing–Berlin–Brussels–Bucharest–Budapest–BuenosAires–Delhi–Detroit–Düsseldorf–Frankfurt–Hamburg–Kiev–KualaLumpur–LisbonLondon–Madrid–Milan–Moscow–Munich–
2、NewYork–Paris–Prague–Riga–Rome–SãoPaulo–Shanghai–Stuttgart–Tokyo–Vienna–ZurichNirmainterim-rptContentsPageA.Fiercecompetitionfrominternationalanddomesticplayershasimposed3greatchallengeonHenkelB.Toachieveturnaround,Henkelshouldadoptanaggressiveexpansionstrategy10C.RolandBergerwillhelpdevelopthe
3、appropriatestrategy:projectoutline12D.Projectorganizationandtimeframe22E.Valueoftheproject12F.RolandBergerisabestpartnerofHenkeltoexploitChinadetergentmarket:12selectedreferenceAnnexA:Casestudy-Qiqiang32AnnexB:Casestudy-P&G42Nirmainterim-rptA.Fiercecompetitionfrominternationalanddomesticplayers
4、hasimposedgreatchallengeonHenkelAfterfastincreaseinearlier1990th,annualgrowthofChinadetergentmarkethassloweddownintheseyearsNationalmarketvolumeoflaundrydetergent[inMio.tons]199319941995199619972000**EstimationSource:ChineselightIndustryYearbook(1999),RolandBerger&Partners’analysis1.92.22.82.6
5、2.72.9~3.0+8.2%p.a.2~3%p.a.Nirmainterim-rptGrossprofitabilityofWhitecatregularpowderOvercapcityindetergentindustryPricereductionofMajorbrand(RMB/Kg)OvercapacityindetergentindudstryleadstopricereductionandthusreducestheproductprofitabilityAtpresent,thereareabout150manufacturesindetergentindustry
6、withcapacityof3.8milliontons,buttotalmarketvolumeisabout2.7milliontons,sotheutilizationrateofcapacityisabout70%Marektentryofdetergentindustryisprettylowandthereliesalotofunregisteredfactories,Iftakingtheircapacityintoaccount,theutilizaitionratewillbefurthurreducedtoabout50%-60%11%1998年1999年3%Tid
7、eOMO18.016.518.817.35.54.8Whitecat(regularpowder)1998年1999年Averagepricereductionofthewholeindustryis10%Nirmainterim-rptAfterhavingestablishedprominentpositioninhighendmarket,P&GandUnileverbegintopenetratemiddleandlowendmark
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