PARMALAT: Mode of entry

As a foreign Dairy Company, it is important to first understand that China is not a homogeneous market. This means, Parmalat will first have to identify the right market within China with good potential for its dairy products. According to Wageningen Unversiteit (2008), Beijing, Shanghai, Guangzhou, Zeijiang and Jiangsu are the cities that can make good market for Dairy products. Identifying the right market will help the company to increase its chances of taking strong base in the China and the region. The company should then engage in joint venture whereby it will have to work with companies are already well established. Joint venturing is a strategy that organizations use to break into a foreign market because its saves on the cost of advertising and promotion of the brand. However, it is also be important to have highly differentiated products so that customers will be able to……

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