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Procter & Gamble in China  
Product Ref: 12/524C Company: Procter & Gamble

Product Type: Case Industry: Consumer Goods
Household Products
Paper Products
Personal products

Related Product(s): N/A
Authors: Michael J. Enright   
The case is set in 2011. P&G has announced that it wishes to serve an additional billion customers globally within the next five years. To do so, it will have to expand its activities in China. P&G is widely considered successful in China, and it is the leader in several product categories in a rapidly growing China market, but Chinese people still buy only a fraction of the value of P&G products as in the US or the rest of the world. The case allows for a detailed discussion of how P&G has built up its business system in China, the challenges it faces in expanding its position in China, and its strategy to focus more on emerging markets around the world. The case can be used as a comprehensive country strategy case.
Functional Area : Strategy & General Management

Learning Objective: To describe, evaluate, and create company strategy for entering and competing in foreign markets; To understand the challenges faced by developed country multinationals; To create strategy in countries in which government relations are crucial; To understand the multifaceted nature of country strategy
Length: 23 pages Country: China (People's Rep. of)

Pub. Year: 2012 Level of Difficulty: 3
This product type is available in the following language(s):      English
Related Information: N/A
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