罗兰贝格德国汉高公司进入中国市场策略项目建议书技术方案.ppt

Nirma\interim-rpt Quelle: Achieving leadership in China detergent market– Project proposal –Henkel (China) Investment Co. Ltd. , Contents Page A. Fierce competition from international and domestic players has imposed 3 great challenge on Henkel B. To achieve turnaround, Henkel should adopt an aggressive expansion strategy 10 C. Roland Berger will help develop the appropriate strategy: project outline 12 D. Project organization and time frame 22 E. Value of the project 12 F. Roland Berger is a best partner of Henkel to exploit China detergent market: 12 selected reference Annex A: Case study - Qiqiang 32 Annex B: Case study - PG 42 A. Fierce competition from international and domestic players has imposed great challenge on Henkel After fast increase in earlier 1990th, annual growth of China detergent market has slowed down in these years Overcapacity in detergent indudstry leads to price reduction and thus reduces the product profitability After having established prominent position in high end market, PG and Unilever begin to penetrate middle and low end market Although a late comer, Benckiser has successful penetrated north market with Dosia through well-designed entry strategy Some domestic players are also making efforts to achieve fast growth and national presence Fast growths of domestic players are supported by their rural focus strategy, nationwide manufacturing network and direct sales model In order to achieve turnaround, Henkel should adopt an aggressive expansion strategy Per capita consumption gradually decreases from south to north and from east to west The high population density is located in the North China plain Qiqiang’s low price strategy proves to be successful in the low-end segment - * - * - * - * Roland Berger Partners – International Management Consultants Barcelona – Beijing – Berlin – Brussels – Bucharest – Budapest – Buenos Aires – Delhi – Detroit – Düsseldorf – Frankfurt – Hamburg – Kiev – Kual