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 CaseNote: Latest version available via https://publishing.insead.eduAbstract: 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| Item type | Current location | Collection | Call number | Status | Date due | Barcode | Item holds |
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Europe Campus INSEAD Publications Display | Consultation only | BC000249 |
Latest version available via <a href=https://publishing.insead.edu>https://publishing.insead.edu</a>
- 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
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