Danone in China: How Danone developed a strategy to settle in the Chinese market
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2024
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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.
Contents
The failure of the first attempt
The prejudices about milk
Milk does not belong to the traditional cooking food
A difficult market
The Chinese are not receptive
How Danone changed its strategy
Focus on what works
Alliance with local partners
Adaptation to the different needs of the population
Danone today
Chinese market opportunities
The markets' threats
Danone's strengths
Danone's weaknesses
The failure of the first attempt
The prejudices about milk
Milk does not belong to the traditional cooking food
A difficult market
The Chinese are not receptive
How Danone changed its strategy
Focus on what works
Alliance with local partners
Adaptation to the different needs of the population
