雀巢公司(市場營銷作業(yè))(存儲版)
【正文】 2/7/2023 4:51:21 PM 1成功就是日復(fù)一日那一點(diǎn)點(diǎn)小小努力的積累。 下午 4時(shí) 51分 21秒 下午 4時(shí) 51分 16:51: 楊柳散和風(fēng)，青山澹吾慮。 2023年 2月 下午 4時(shí) 51分 :51February 7, 2023 1業(yè)余生活要有意義，不要越軌。 16:51:2116:51:2116:51Tuesday, February 7, 2023 1知人者智，自知者明。 2023年 2月 7日星期二 下午 4時(shí) 51分 21秒 16:51: 1楚塞三湘接，荊門九派通。 2023年 2月 下午 4時(shí) 51分 :51February 7, 2023 1行動出成果，工作出財(cái)富。s support ? 6. Large demand in China Export Mode Direct exporting ? minimal risks and investment to a specific cause ? acquiring exist sales channels in an unfamiliar market ?However …… ? hard to control, far from the target market, contracts can be troublesome, and currency risks ? use local materials and sell in the local market ? In 1908, set up sales agent in Shanghai Intermediate Entry Mode Licensing ? A seller allows its technology, trademarks, pany name, design, processes, or intellectual property to be used by a buyer ? In the early 80s, ? begin to negotiate with Chinese government about investing to build factory in China, chansfer its technology to China Intermediate Entry Mode Joint venture ? share risks, costs, and management with a partner in a foreign country ? Since 1987, cooperate with Chinese government ? In 1990, set up the first Nestle joint venture—Shuangcheng Nestle limited (雙城雀巢有限公司 ) ? In 2023, cooperate with Taitaile Group(太太樂集團(tuán) )and have 80% shareholding Intermediate Entry Mode Joint venture ? In 2023, sign a joint venture agreement with Haoji Group(豪吉集團(tuán) ), and have 60% shareholding ? Now, Nestle takes up a large market in China. Entry Mode Decision ?To sum up ? its Entry Mode Decision lays a solid foundation on its successfully marketing in China. ? Consumer products： convenience products ? Black coffee ? Instant coffee ? The source of raw materials in China Top 3 sales volume in China (2023) ? Nescafe ? Maxwell house ? CafeMocha The taste The package The price “Good to the last drop” ? Brand image ? The tas
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