Dissertation
Dissertation > Economic > Industrial economy > China Industrial Economy > Industrial sector economy

Unilever 's challenger in the shampoo market strategy research

Author ZhangZuoLing
Tutor HuJianJi
School Fudan University
Course Business Administration
Keywords Challenger strategy Leader strategy Product differentiation Market segmentation Value network
CLC F426.72
Type Master's thesis
Year 2009
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Chinese hair care market is becoming increasingly mature, increasingly fierce competition. Procter \u0026 Gamble in China shampoo on the market has been occupied with a leading position, enjoy absolute market share of more than 50% of its Head \u0026 Shoulders brand after nearly 20 years of operating occupy not shake dandruff shampoo market position occupies about 80% of the share, doing my part to be a leader. We can see that the overall personal care market, as many as half of dandruff shampoo field, which accounts for almost a brand with which well-matched, even in recent years, the rise of local anti-dandruff shampoo Fengying, pedicle flower show , Caile only by the difference in price or specialty store retail channel differentiation to gain a certain amount of living space, not with them produce a relative, etc. contend. 2007 Unilever launched a new brand of anti-dandruff \Remarkable Chhnang challenger behavior quickly occupied a considerable part of the market share in a short period of time, and to maintain steady growth, in early 2009, has been made in the long-term with the same classic brand Unilever Lux Unilever and Procter \u0026 Gamble confrontation more than a force, it can be said almost the same market share. Chhnang challenges to us a lot of inspiration, especially ethnic shampoo companies to avoid direct competition over the years has been with them, only through the price difference, go low-end brand line and we all know that a low-end brand to go upstream development is almost impossible, and this is the predicament they faced. Really want to place in the shampoo market, relying on low prices to attract consumers is certainly not the path to victory, and a really high-quality products coupled with good brand companies will bring continuity and stability of earnings. This paper aims to analyze the challenger's strategy to explore through Chhnang \corporate practice reference. The article is mainly implemented in the shampoo market by Unilever challenger strategy background and significance, the necessity of implementation, has implemented instance Chhnang challenge explore and challenge the further implementation of the Strategies and Analysis and Enlightenment of five parts. The main content of each chapter and is structured as follows: First Chapter Introduction section briefly describes the background and significance of the thesis, article structure. Elaborate analysis of the Unilever launched Chhnang instance involved, several theoretical basis and include: the theory of market challenger, competitor analysis, SWOT matrix analysis, Porter's five forces model, the value of the network, and game theory based The Six Theoretrcal. Second chapter first detailed analysis of the current situation of the Chinese shampoo market, including market size, trends, competitive landscape, 4P factor trends, summed up the hair care products in the shampoo market will tend to be more diversified, more and more products segmentation; shampoo products will be functional, natural ingredients of direction. Market competition always occupy the high-end market, and the vast majority of market share of the two giants Procter \u0026 Gamble and Unilever, the German Beiersdorf acquisition BONS constitute the threat of the first group, while other companies are also entering the market. possible. Faced with competitive pressure and market development needs, Unilever measure their own situation, particularly necessary to select a challenger strategy. The first part of the third chapter elaborates Unilever environmental analysis before implementation challenger strategy. First analysis of opportunities and threats analysis of Unilever shampoo market in China, followed by the enumeration Unilever's competitive strengths and weaknesses, and then combined with the SWOT model, strategic match. The second part describes the Chhnang combined results of these analyzes, Why Procter \u0026 Gamble as a competitor, and how to choose and manufacturing challenges timing, through a detailed analysis of the competitors Procter \u0026 Gamble, select offensive ways and offensive strategy, accurate market positioning and new market segments, as well as a strong integrated marketing, in the first phase of a win-win outcome. Chapter Countermeasures on the further implementation of the challenger strategy discussed, including the defense strategy of the market leader Head \u0026 Shoulders and counterattack strategy, and the combination of Porter's Five Forces Analysis model to analyze the current situation and face the counterattack Chhnang take for response. Finally, the concept of value network analysis of Unilever's new strategy. The relationship of the various stakeholders in the value network at any time to change Chhnang listed, stability and development of these relations, and accumulation of difficult-to-imitate competitive advantage to ensure the continued competitiveness. The fifth chapter is the analysis summarizes challenger offensive and leader of the defensive strategy and get inspiration. First Chhnang challenges the record sum up, once again the leader Procter \u0026 Gamble's defense theory and counterattack assessment, then counterattack from offensive to defensive to summarize entire Chhnang challenge instance revelation and analyze the behavior of one of the game. These revelations future challengers have a certain referential significance. Last Chhnang long-term sustainable development. This paper main innovations main challenger behavior provoked by Unilever in the water market in nearly saturated high-end shampoo to analyze the challenges facing the shampoo market a rare instance, all the shampoo market FMCG market potential competitors in the inspiration and reference. In addition to a simple analysis of Game Theory challenger challenges the process of strategic choice, and also introduced the concept of the value of the network for competitors in the challenge to the process of how to develop their own unique competitive advantage to make a point to explore.

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