Focus and Win: Nestlé China Ice Cream Turnaround (B)

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Case

Reference no. IMD-7-1637

Subject category: Strategy and General Management

Authors: Dominique Turpin (International Institute for Management Development (IMD)); Fang Liu (International Institute for Management Development (IMD))

Published by: International Institute for Management Development (IMD)

Originally published in: 2014

Version: 30.01.2015

Length: 10 pages

Data source: Field research

Topics: Turnaround; Strategy; Restructuring; Brand; Repositioning

Share a link: https://casecent.re/p/136512

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Abstract

This is part of a case series. '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 Nestle’s ice cream business in China, still remembered the moment he received this mandate from Nestle'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 Nestle 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?

Locations:

China; Asia

Industries:

Food industry; Beverage industry

Size:

Nestle Group sales of CHF 92_2 billion in 2012

Other setting(s):

2012