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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
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INSEAD Case Europe Campus
INSEAD Publications Display
Print Consultation only BC000249
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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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