The CEO of Heinz on Powering Growth in Emerging Markets
The developing economies are now a primary focus for consumer-oriented businesses, says Johnson, who put together Heinz's first long-term strategy for those markets soon after becoming CEO, in 1998. The strategy emphasizes four "A's": applicability (the product must suit the local culture), availability (sales channels must be relevant to the local population), affordability (very small packages of a product may be crucial for these customers), and affinity (local customers and employees must feel close to your brand). Sometimes Heinz takes its brands into a market and tries to grow them organically; more often it looks to acquire solid brands with good local management that will get it into the right channels. That means a second layer of due diligence regarding how the company goes to market, the tax system, the regulatory environment, currency trends, and the political climate in comparison with what exists in the United States.
【書誌情報】
ページ数:6ページ
サイズ:A4
商品番号:HBSP-R1110A
発行日:2011/10/1
登録日:2011/10/5