雀巢公司(市場營銷作業(yè))(編輯修改稿)
2025-02-06 16:51 本頁面
【文章內(nèi)容簡介】 estment 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 taste ? The package The Taste is great ? The Popularity ? Various strategies of product ? Product invention Life circle The maturity stage ?The product had achieved acceptance by most potential buyers. ?Competitors begin to react. They market down prices,increase the advertising and sales promotion,and try to find better visions of the products. ?A high m
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