Normal view MARC view

Unilever's wall's ice cream in China

Author: Williamson, Peter J. INSEAD Area: StrategyPublisher: Fontainebleau : INSEAD, 1996. ; INSEAD Euro-Asia Centre (EAC) 1996.Language: EnglishDescription: 4p.Type of document: INSEAD CaseAbstract: The case traces Unilever's entry strategy for its impulse ice cream products in China. It outlines the success of the company's operations in Beijing including the decision to create a new, dedicated distribution channel. It contrasts this with the experience in Shanghai where a different competitive environment required significant adaptation of the initial strategyPedagogical Objectives: - Facilitates detailed discussion of the operating conditions and competitive environment faced by companies seeking to access the consumer market in China. - Highlights the importance of distribution strategy and the issues involved. - Demonstrates that "China" is not one market and illustrates the kind of strategic adaptation required to meet local conditions
Tags: No tags from this library for this title. Add tag(s)
Log in to add tags.
Item type Current location Collection Call number Status Date due
INSEAD Case Doriot Library
INSEAD Publications Display
Print Consultation only

- Facilitates detailed discussion of the operating conditions and competitive environment faced by companies seeking to access the consumer market in China. - Highlights the importance of distribution strategy and the issues involved. - Demonstrates that "China" is not one market and illustrates the kind of strategic adaptation required to meet local conditions

The case traces Unilever's entry strategy for its impulse ice cream products in China. It outlines the success of the company's operations in Beijing including the decision to create a new, dedicated distribution channel. It contrasts this with the experience in Shanghai where a different competitive environment required significant adaptation of the initial strategy

There are no comments for this item.

Log in to your account to post a comment.
Koha 3.18 - INSEAD Library Catalogue
Library Home | Contact Us | What's Koha?