Beruflich Dokumente
Kultur Dokumente
Bimbo’s globalization
challenges
INDUSTRY COMPETITION - Highly
fragmented and competitive industry
structure, with different players in
different countries
Although
hardly
profitable,
Brazil is a
« must » market
for a group
that wants to
have a presence
in South
America.
…. and ways to recover.
employee empowerment.
◦
Yes, go CHINA!
Strength Opportunities
Adapt to Lessons learned: Have lessons learned of Distribution: Have a well-established distribution network
entering the new market (Brazil, US, etc…)
Prone to adaptability: Technology advancement:
Able to understand the Chinese consumers’ needs through
past experiences & in-depth research (focus group) - Increase product shelf life and production process
Able to adapt to Chinese culture (“Learning the Chinese
Strong market position: Acquired a Chinese company Product Advancement: Able to capitalize on making new
that has strong market share (55% & 35% market share for products with local recipes & capitalize on acquired
Beijing) company’s existing local products
Marketing & promotional strategy: Able to successful Negotiation Ability: Has the opportunity to gain more
implement promotional strategies based on adaptability market power in hyper market chain
(successful in store promotion, university road shows,
product samples, etc…)
Strong employee involvement: Big market: Able to generate large revenues from the large
- Motivated to learn Chinese population
Weaknesses Threats
Loss in revenues: Continueoperating sales loss of ≈ China market is highly fragmented
$1 Million despite high sales
Pricing & segmentation strategy: Implemented Local & international competitors:
pricing & segmentation strategy were not managed Competitors also have networks, factories and expertise
Co
mp
et
en
ce
of
lo
ca
l
or
ga
ni
za
ti
on
Decision to enter China
High
Mid
Low