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Danone in China: How Danone developed a strategy to settle in the Chinese market

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Acepublisher .
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documents in English
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case study
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  1. The failure of the first attempt
    1. The prejudices about milk
    2. Milk does not belong to the traditional cooking food
    3. A difficult market
    4. The Chinese are not receptive
  2. How Danone changed its strategy
    1. Focus on what works
    2. Alliance with local partners
    3. Adaptation to the different needs of the population
  3. Danone today
    1. Chinese market opportunities
    2. The markets' threats
    3. Danone's strengths
    4. Danone's weaknesses

Danone is one of the leading international agro-alimentary companies in the world. The group wants to establish itself in the biggest market in the world: China. The problem confronting the group is to sort out the many cultural differences that prevent the group from developing its supply of dairy products. How will Danone succeed in adapting itself to the Chinese market? This and several other questions that come in the way of the group's initiative are discussed in this document.

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