Degussa Stabilizers: Accessing the Chinese Market

Per V. Jenster (First Author), Cissy Chen (Participant Author)

    Research output: Other contributionCase Studies

    Abstract

    Degussa, one of the top 10 chemical companies and the largest specialty chemical company in the world, started operations in China in January 2003. According to one of the key tenets of the Degussa 2008 Program (“Make China Happen”), the company would need to significantly increase sales in China by 2008, with a focus on Degussa Stabilizers (a division of Degussa that began operations in China in 2004). In 2005, Degussa Stabilizers held a market share of about 10 percent in terms of value. Despite positive results, it could not meet the required growth rate and market share projected by the company. Therefore, in order to strengthen its position in the market, the management team decided to minimize the production costs and improve customer services. This case challenges students to analyze and evaluate the company’s position. Based on their findings from the case, students are required to make recommendations that will help the company adapt to the rapid market changes and increased competition.
    Original languageEnglish
    Number of pages16
    Publication statusPublished - 1 Jan 2006

    Case number

    STR-14-020

    Case normative number

    STR-14-020-CE

    Case type

    Field

    Update date

    2016-06-18

    Published by

    China Europe International Business School

    Keywords

    • Market Entry
    • Market Positioning
    • Market strategy
    • Stabilizer market

    Case studies discipline

    • Marketing
    • Strategy
    • International Business

    Case studies industry

    • Retail Trade

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