Unilever's Strategies in China
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Special localized strategies like hiring of local employees, setting up an R&D unit, and planning for stock market listing were initiated to strengthen the company's position in China. Unilever China responded to the complex needs of the country's consumers by developing a portfolio of brands-both local and global, and incorporated traditional Chinese sciences with technological enhancements. The company aimed to identify itself as the brand that was quality conscious and consistently endeavored to meet local needs and tastes. Global brands-Dove, Lux, Ponds, Lipton-promised international expertise in their formulation and development but had local professionals to manage them to ease communication between the company and its customers. Similarly, local brands such as Hazeline and Lao Cai soy sauce benefited from Unilever's extensive knowledge and resources, without losing their local character. Thus, Unilever China endeavored to balance global and local needs by developing solutions that satisfied the demands of its target consumer segment.
» Understand the approach taken by multinationals to tap new markets
Case, Unilever Plc., Unilever China, Niall FitzGerald, Alan Brown, Joint Ventures, Unilever (Shanghai) Co. Ltd., Wholly Owned Subsidiaries, Restructuring, Distribution System, P&G, Cultural Mismatch, Expatriates, Localization Strategies, Synergies, Shanghai Stock Exchange
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