Market Launch of a Yoghurt in China. Status-Quo of Group Danone's Research and Development Organization

Project Report from the year 2019 in the subject Business economics - Business Management, Corporate Governance, grade: 1,0, University of Applied Sciences Frankfurt am Main, language: English, abstract: The aim of this paper is to extract the necessary findings that are crucial for the successful introduction of a yoghurt to the Chinese market. In order to enable a successful market launch of the new product, this consulting report first examines the relevant aspects of the Chinese market and Chinese culture that are of particular importance for a market entry. Afterwards the current situation of the research and development organization within Group Danone is analysed.

To be able to make a comparison with other market competitors, the research and development organization is compared with known findings of the competitor Nestlé. In addition, Nestlé's market entry strategy is used as a strategic benchmark. In the final section, the insights gained are translated into recommendations for possible optimization for Group Danone's R&D organization and the outline of a promising market entry strategy into the Chinese FMCG market is presented.

Getting a foothold as a major industry player among Chinäs consumers is the 21st century gold rush for companies around the globe. The size of Chinäs population is attractive, coupled with rising prosperity and good employment perspectives, the hectic pace of activities of global corporations makes China one of the most competitive consumer markets on the planet. With almost 15.5 million tons per year, China is the world¿s largest importer of dairy products. Compared to 2010, the per capita consumption of yoghurt products will double by the end of 2020.

As a globally active nutrition corporation Group Danone also wants to enter this market and is planning to launch a yoghurt. Group Danone is a multinational food and beverage corporation headquartered in Paris, France, with four different product categories: Essential Dairy and Plant-based Products, Water, Early Life Nutrition, and Advanced Medical Nutrition.