Comment réussir sur le marché chinois des produits laitiers

Étude de cas Marketing & marques Marketing international

Date de publication :

05/03/2008

Langue :

French

Format :

.doc

Nombre de pages :

11 pages

Niveau :

avancé

Consulté :

2 fois

Avis client :

non évalué

Validé par :

le comité Oboulo.com

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Sommaire :

Sommaire

The history of an extraordinary culinary diversity
1. The middle Empire: the movement of people and food has made for continual culinary melting pots
2. The impact of geography and climate
3. The impact of famines
4. The impact of religions
5. Symbolic effect of cutlery and meal
Situation in modern China
1. Evolution and differences
2. Distribution network
3. Regulations and controls
4. Presentation of the product
5. Focus on dairy products in China
6. The adoption of modern technologies
7. Consumer trends
8. Government's policies
The market of dairy products in China
1. A formerly weak Chinese market in strong growth
2. An increasingly accessible Market
3. A market having important outlets
4. Future Chinese need for the imports
5. An embryonic and segmented Chinese milk industry but in full rise
6. Principal actors on the Chinese market of dairy products
Principal actors on the Chinese market of dairy products
1. Fist steps on the Chinese market
2. Cultural differences and the ways to adapt to them

Résumé :

Occidental companies have often experienced difficulties to sell products in foreign countries, and especially in China. Indeed, this country has a strong culture and its own consumption habits. Thus, without considering seriously the differences between occidental and oriental consumers, many firms failed their commercial operations in China because they did not adapt their products to the Chinese market.
Our work aims at informing these companies of the specificities of the Chinese market so that they make a success of their commercial operations. In this particular case, we offer our councils to a company specialized in the food-processing industry and which wishes to sell dairy products on the Chinese market.
First, we present certain general aspects of the market of the Chinese food-processing industry, then we interest us in dairy products in particular and finally we study the case of the company Danone which offers a very instructive example.