CANDIA : selling milk to Chinese

Being approached by a Chinese trading company at the SIRHA exhibition, Candia, the famous French drinking milk brand, decided to enter China. However, this most fast-growing dairy market worldwide turned out to be far more complicated than expected. What are the local consumers's behaviors and expectations? How to work efficiently with the Chinese partner? How to cope with the changing regulatory environment in China? Which product to launch? And which distribution channels to cover? There were many questions that Candia needed to answer to succeed in selling its milk to Chinese. This case is developed based on a true story. It reflects in a very realistic way the challenges faced by a European company when expanding business in China.

- To be at the realistic position of an international business development manager, in order to understand concretely what kind of difficulties a Western company might have to face when trying to enter a very different Asian market.
- To demonstrate how consumer behavior could vary in different markets and the importance of taking it into account when defining international expansion strategies.
- To explain how it is critical to choose the right business partner and to integrate cultural differences in the development of international activities.
- To learn from common mistakes often made by medium-sized companies when entering China.

China market entrance, Globalization and localization, Dairy market, Milk, Chinese consumer behavior, Candia, International business development, International marketing, Marketing strategy, PESTEL analysis, SWOT analysis

Formation initiale : M1, M2, Mastères spécialisés
Formation continue diplômante : MBA, Executive MS
Formation continue non diplômante : Cadre, Dirigeant

Produits laitiers

Année de la problématique : 2016

Livraison : Livraison par lien de téléchargement

Nombre de pages : 15 avec 12 page(s) annexe(s)

Temps d'utilisation : plus de 3 heures

Code du secteur d'activité : 15 - Industries alimentaires