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

Abstract

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.