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Chocolate Fortunes: The Battle for the Hearts, Minds, and Wallets of Chinas Consumers: The Battle for the Hearts, Minds, and Wallets of China’s Consumers

Chocolate Fortunes: The Battle for the Hearts, Minds, and Wallets of Chinas Consumers: The Battle for the Hearts, Minds, and Wallets of China’s Consumers

          
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About the Book

As China comes into its own as a world economic power, a new, huge consumer class is emerging, hungry for all things Western. In this land where twenty-five years ago most of the population had never tasted chocolate, five icons of Western business are now slugging it out in a battle royal to see which will become the Emperor of Chocolate in China. Chocolate Fortunes offers the first inside look at the battle for China’s newfound chocolate addiction. The book devotes individual chapters to each of the five major players Hershey, Nestlé, Cadbury, Mars, and Ferrero and the trials they face as they attempt to dominate their market in an enigmatic and still-developing economy. More broadly, Chocolate Fortunes examines the unique opportunities and challenges inherent in the Chinese business universe. Probing not only the economic, political, and cultural conditions that have given rise to a seemingly insatiable new market, the book delves into the mystique of chocolate itself and how it captivates not just the Chinese, but people all over the world.

Table of Contents:
CONTENTS Foreword by Dr. A'ngel Cabrera and Dr. Mary Teagarden of Thunderbird School of Global Management ix Acknowledgments xii Introduction: One Country, Three Centuries 1 Chapter 1: China and Chocolate: East Meets West 9 China’s Road from Communism to Market Socialism 12 The Evolution of the Global Chocolate Industry 20 Chinese and Chocolate: A Foreign and Exotic Curiosity 22 The Size of China’s Chocolate Prize 28 Selling Chocolate 31 Selling Chocolate in China 33 Chapter 2: Ferrero Rocher: Accidental Hero 40 Ferrero’s Journey Along the Modern-Day Silk Road to China 44 China’s Emancipated Consumers 46 Establishing a Route-to-Market in China 49 Ferrero’s Struggle with Local Copycats 56 Did Ferrero Succeed in China? 62 Chapter 3: Cadbury: One Billion Consumers 70 A Brief History of Cadbury Chocolate 71 Cadbury China 73 Cadbury’s China Morass 76 Attempting to Turn the Tide 85 The Battle for Chocolate Bars 88 The Final Blow: A Breakdown of Leadership 91 Chapter 4: Hershey: Back to Basics 95 The Hershey Company 96 Hershey’s International Business 98 Hershey China 103 The First Season: 1995–1996 113 The Second Season: 1996–1997 120 The Third, Fourth, and Fifth Seasons: 1997–2000 126 The Sixth Season: 2000–2001 134 Under New Management 138 Epitaph 140 Chapter 5: Nestle': China’s Chocolate War Sideshow 141 A Brief History of Nestle' 143 Nestle'’s Arrival in China 145 The Birth of Nestle' China 151 Sweating the Assets and Reducing KitKat’s Cost 156 The Launch of Nestle' Wafer 159 In the Shadow of Nestle' Wafer 165 Nestle' Could Have Been a Contender 171 The Last Word on Nestle', Chocolate, and China 174 Chapter 6: Mars: A Well-Regulated Militia 176 A Brief History of the Mars Candy Company 179 Mars’s International Expansion 182 Mars’s China Market Entry 183 Mars Versus Its Big Five Chocolate Competitors 190 Mars’s Commitment to Market Leadership 193 Chapter 7: Going the Distance: China’s 10K Chocolate Race 201 The State of the Chocolate Market: 2008 203 The Threat from Local Competitors 213 Managing China’s Multitier Market Going Forward 220 Notes 225 Index 238


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Product Details
  • ISBN-13: 9780814414323
  • Publisher: Amacom
  • Publisher Imprint: Amacom
  • Depth: 25
  • Height: 93 mm
  • No of Pages: 244
  • Series Title: English
  • Sub Title: The Battle for the Hearts, Minds, and Wallets of China’s Consumers
  • Width: 62 mm
  • ISBN-10: 081441432X
  • Publisher Date: 01 Oct 2009
  • Binding: Hardback
  • Edition: 1
  • Language: English
  • Returnable: N
  • Spine Width: 11 mm
  • Weight: 1 gr


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