德国汉高公司进入中国市场策略项目建议书.pptx

德国汉高公司进入中国市场策略项目建议书.pptx

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Achieving leadership in China detergent market – Project proposal – Henkel (China) Investment Co. Ltd. ,Roland Berger Partners – International Management ConsultantsBarcelona – Beijing – Berlin – Brussels – Bucharest – Budapest – Buenos Aires – Delhi – Detroit – Düsseldorf – Frankfurt – Hamburg – Kiev – Kuala Lumpur – LisbonLondon – Madrid – Milan – Moscow – Munich – New York – Paris – Prague – Riga – Rome – S?o Paulo – Shanghai – Stuttgart – Tokyo – Vienna – Zurich Contents PageA. 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 10C. Roland Berger will help develop the appropriate strategy: project outline 12D. Project organization and time frame 22E. Value of the project 12F. Roland Berger is a best partner of Henkel to exploit China detergent market: 12 selected referenceAnnex A: Case study - Qiqiang 32Annex 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 yearsNational market volume of laundry detergent [in Mio. tons]199319941995199619972000** EstimationSource: Chinese light Industry Yearbook(1999), Roland Berger Partners’ analysis1.92.22.82.62.72.9~3.0+8.2% p.a.2~3%p.a. Gross profitability of Whitecat regular powderOvercapcity in detergent industryPrice 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 detergent industry is pretty low and there lies a lot of unregistered factories, If taking their capacity into account, the utilizaiti

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