“The ice cream business in China has been in the red for 14 years. We want you to turn it around.” Daniel Lutz, the head of Nestlé’s ice cream business in China, still remembered the moment he received this mandate from Nestlé’s headquarters in 2011. That was a year ago and Daniel had reached his goal. Now that the low-hanging fruit was gone, Ouyang, the former national sales manager of Nestlé China’s ice cream business, took charge. Would the same strategy continue to achieve profitable growth? If so, where would the further growth come from?
Keywords
Turnaround, Restructuring, Brand, Repositioning
Settings
Asia, China
Nestlé, Consumer Goods, Food and Beverage
2012
Available Languages
English
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