Drink regret Guangzhous America great man.docVIP

 PAGE \* MERGEFORMAT 14 Drink regret Guangzhou’s ‘America great man’ In mid-June last year, Nestle (China), two top executives quietly south pole factory, Dongguan America. A large-scale marketing program is among the breeds. By the end of July, Nestle Maggi 2 full listing, an instant, on red Huang Yu’s Maggi ‘storm’ swept through the streets of the whole of Guangdong, the vibration of the entire Guangdong food counterparts. To the end of August, ‘Maggi’ red and yellow flags all over the major shopping malls, wholesale, shop ... ... and go in April 1998, the U.S. polar full withdrawal from the market. Lasted for 9 months ‘Maggi marketing war’ once again failed, this is ‘Maggi noodles’ breeds has long been the third listing. Author to make a whole in this case analysis, expected to work with colleagues to share the vast number of food gains and losses. A, listed the background As the old saying reads: Hunger breeds discontent. China’s 1.2 billion population, food consumption has always been a huge market, while consumer demand for instant noodle market in recent years, over 20 billion yuan. For those who want to establish the status of China’s first food manufacturers and has been successful in Southeast Asia occupying instant noodle market, the Group of 11 multinational Nestle, naturally, do not look down upon such a huge market. According to China’s authoritative survey of the 1996 national annual per capita consumption of instant noodles, 10 packs, so the calculation, China’s instant noodle market of 120 million packets of market capacity. Compared with developed countries (such as Japan, 50 packs / years). Can significantly predict ‘noodle market’ there is a huge potential for growth. The ‘Master’ in a few years on the mainland quick success story of fame, but also strong evidence the market is very high. ‘Master square cut into the year ‘1992’ instant noodles’ market, a four-year period, assets changed several times in 1996 turnover of 5.0 billion,