Rejuvenating Shanghai Jahwa

Hellmut Schütte (First Author), Wei Yang (Participant Author), Liang Dong (Participant Author)

科研成果: 其它稿件案例

摘要

Shanghai Jahwa, China’s biggest domestic personal care company, recently broke away from state ownership. Mr. Ge, the chairman of Jahwa, was confident that the new major shareholder would help the company grow rapidly. Instead of confronting multinational competitors head-on, Jahwa had stressed its Chinese heritage and carved out a niche for itself by developing brands that drew on TCM. Herborist, Jahwa’s mid- to high-end brand that was associated with the principles of Chinese medicine, was a big success. Now Jahwa wanted to reconfigure its product portfolio to address a more aspirational segment than the mid- to low-end personal care market where almost all the company’s brands were operating. Was Jahwa equipped to do this? Were any of the lessons it had learned with the development of Herborist transferable to the luxury segment? How could it accumulate the capabilities needed? What strategy could it use to differentiate itself in this very different segment?
源语言英语
页数22
出版状态已出版 - 1 1月 2013

案例编号

STR-14-123

案例规范编号

STR-14-123-CE

案例类型

Field

更新日期

2016-06-18

来源

China Europe International Business School

关键词

  • Brand
  • Channel
  • Daily Chemical Industry
  • Market Competition
  • Marketing Strategy

案例学科表

  • 综合管理
  • 战略

案例行业表

  • 制造

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