The case traces Unilevers entry strategy for its impulse ice cream products in China. It outlines the success of the companys 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.
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.
- Chinese Market
- Competitive Strategy
- Consumer Good
- Market Entry