P&G's Success Story in China
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Abstract:
The case discusses the entry and expansion strategies of US-based FMCG giant
P&G in the Chinese FMCG industry.
It discusses in depth the localization
strategies adopted by P&G to succeed in the Chinese market.
The case
highlights the challenges faced by multinationals in a country that is quite
different in terms of culture, geography and trade channels.
It ends describing the challenges faced by P&G in China and the strategies adopted
by the company to fight these challenges.
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Issues:
» Understand the entry and expansion
strategies of P&G in China » Understand the importance of localization strategies for succeeding in
a foreign market
Contents:
Keywords:
P&G, Globalization, Localization, Marketing FMCGs in China, Customized
Products, Brand Stretching, Power SKUs, HR Strategies
P&G's Success Story in China
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