文档介绍：-1-Nirma\interim-rptAchievingleadershipinChinadetergentmarket–Projectproposal–Henkel(China).,RolandBerger&Partners–InternationalManagementConsultantsBarcelona–Beijing–Berlin–Brussels–Bucharest–Budapest–BuenosAires–Delhi–Detroit–Düsseldorf–Frankfurt–Hamburg–Kiev–KualaLumpur–LisbonLondon–Madrid–Milan–Moscow–Munich–NewYork–Paris–Prague–Riga–Rome–S?o Paulo–Shanghai–Stuttgart–Tokyo–Vienna–Zurich-2-Nirma\interim-,::12selectedreferenceAnnexA:Casestudy-Qiqiang32AnnexB:Casestudy-P&G42-3--4-Nirma\interim-rptAfterfastincreaseinearlier1990th,annualgrowthofChinadetergentmarkethassloweddownintheseyearsNationalmarketvolumeoflaundrydetergent[]199319941995199619972000**EstimationSource:ChineselightIndustryYearbook(1999),RolandBerger&Partners’~+%.+%~3%~3%.-5-Nirma\interim-rptGrossprofitability ofWhitecatregularpowderOvercapcity indetergentindustryPricereductionofMajorbrand(RMB/Kg)Overcapacityindetergentindudstryleadstopricereductionandthusreducestheproductprofitability?Atpresent,,,sotheutilizationrateofcapacityisabout70%?Marektentryofdetergentindustryisprettylowandthereliesalotofunregisteredfactories,ount,theutilizaitionratewillbefurthurreducedtoabout50%-60%11%1998年1999年3%(regularpowder)1998年1999年Averagepricereductionofthewholeindustry is10%-6-Nirma\interim-rptAfterhavingestablishedprominentpositioninhighendmarket,P&ratemiddleandlowendmarketMarketst