Unilever's Wall's Ice Cream in China

Published 08 Jan 1996
Reference 4641
Topic Strategy
Region Asia
Summary

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.

Teaching 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.

Keywords
  • Chinese Market
  • Distribution
  • Competitive Strategy
  • Consumer Good
  • Market Entry