德国汉高公司进入中国市场策略项目建议书.pptVIP

- * - * - * - * - * - * - * - * Achieving leadership in China detergent market– Project proposal –Henkel (China) Investment Co. Ltd. , Roland Berger Partners – International Management Consultants Barcelona – Beijing – Berlin – Brussels – Bucharest – Budapest – Buenos Aires – Delhi – Detroit – Düsseldorf – Frankfurt – Hamburg – Kiev – Kuala Lumpur – Lisbon London – Madrid – Milan – Moscow – Munich – New York – Paris – Prague – Riga – Rome – S?o Paulo – Shanghai – Stuttgart – Tokyo – Vienna – Zurich * 第一页，共三十七页。 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 * 第二页，共三十七页。 A. Fierce competition from international and domestic players has imposed great challenge on Henkel * 第三页，共三十七页。 After fast increase in earlier 1990th, annual growth of China detergent market has slowed down in these years National market volume of laundry detergent[in Mio. tons] 1993 1994 1995 1996 1997 2000* * Estimation Source: Chinese light Industry Yearbook(1999), Roland Berger Partners’ analysis 1.9 2.2 2.8 2.6 2.7 2.9~3.0 +8.2% p.a. 2~3%p.a. * 第四页，共三十七页。 Gross profitability of Whitecat regular powder Overcapcity in detergent industry Price reduction of Major brand (RMB/Kg) Overcapacity in detergent indudstry leads to price reduction and thus reduces the product profitability At present, there are about 150 manufactures in detergent industry with capacity of 3.8 million tons, but total market volume is about 2.7 million tons, so the utilization rate of capacity is about 70% Marekt entry of deterg