某公司进入中国市场策略项目建议书

Nirma\interim-rptAchieving 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 – São Paulo – Shanghai – Stuttgart – Tokyo – Vienna – ZurichNirma\interim-rptContents PageA.Fierce competition from international and domestic players has imposed 3 great challenge on HenkelB. To achieve turnaround, Henkel should adopt an aggressive expansion strategy 10C.Roland Berger will help develop the appropriate strategy: project outline12D. 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 - Qiqiang32Annex B: Case study - P&G42A. Fierce competition from international and domestic players has imposed great challenge on HenkelNirma\interim-rptAfter 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.+8.2% p.a.2~3%p.a.2~3%p.a.Nirma\interim-rptGross 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 ...