德国汉高公司进入中国市场策略项目建议书.ppt

Achieving leadership in China detergent market– Project proposal –Henkel (China) Investment Co. Ltd. ,
Roland Berger & Partners – International Management Consultants
Barcelona – Beijing – Berlin – Brussels – Bucharest – Budapest – Buenos Aires – Delhi – Detroit – Düsseldorf – Frankfurt – Hamburg – Kiev – Kuala Lumpur – Lisbon
London – Madrid – Milan – Moscow – Munich – New York – Paris – Prague – Riga – Rome – São Paulo – Shanghai – Stuttgart – Tokyo – Vienna – Zurich
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Contents Page
A. petition from international and domestic players has imposed 3
great challenge on Henkel
B. To achieve turnaround, Henkel should adopt an aggressive expansion strategy 10
C. Roland Berger will help develop the appropriate strategy: project outline 12
D. anization and time frame 22
E. Value of the project 12
F. Roland Berger is a best partner of Henkel to exploit China detergent market: 12
selected reference
Annex A: Case study - Qiqiang 32
Annex B: Case study - P&G 42
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A. petition from international and domestic players has imposed great challenge on Henkel
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After fast increase in earlier 1990th, annual growth of China detergent market has slowed down in these years
National market volume of laundry detergent[in Mio. tons]
1993
1994
1995
1996
1997
2000*
* Estimation
Source: Chinese light Industry Yearbook(1999), Roland Berger & Partners’ analysis





~
+% .
2~3%.
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Gross profitability of Whitecat regular powder
Overcapcity in detergent industry
Price reduction of Major brand
(RMB/Kg)
Overcapacity in detergent indudstry leads to price reduction and thus reduces the product profitability
At present, there are about 150 manufactures in detergent industry with capacity of million tons, but total market volume is about million tons, so the utilization rate of capacity is about 70%
Marekt entry of detergent industry is pretty low and the