Chocolate Fortunes, Chapter 6: Mars, A Well-Regulated Militia

Chocolate Fortunes, Chapter 6: Mars, A Well-Regulated Militia

by Lawrence L. ALLEN
     
 
Chapter 6 features Mars, which took the high road early on with consumers by marketing its best grade of chocolate in China: Dove Chocolate. A privately owned company with very deep pockets, Mars made an extremely long-term commitment to the China market. Unlike Cadbury, Mars took a stepped approach toward their China business evolving its organization and operations

Overview

Chapter 6 features Mars, which took the high road early on with consumers by marketing its best grade of chocolate in China: Dove Chocolate. A privately owned company with very deep pockets, Mars made an extremely long-term commitment to the China market. Unlike Cadbury, Mars took a stepped approach toward their China business evolving its organization and operations in step with ChinaAÆs infrastructure and consumer development. Following its ôthe consumer is our bossö philosophy, they persevered for nearly a decade until ChinaAÆs Little Emperors emerged to become avid consumers of their powerhouse brands: M&M and Snickers.

Product Details

ISBN-13:
9780814420423
Publisher:
AMACOM
Publication date:
10/01/2009
Sold by:
Barnes & Noble
Format:
NOOK Book
File size:
2 MB

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