Localization Strategy For MNCS(FMCG) In China Take Company A For Example

Since China has become the world level arena for production and consumption, itseconomic rapid growing is also shining in the world. More and more MNCS entered intoChina, especially the rapid development of FMCG industry.2012the sales value growingwas14%in China FMCG. In order to win in this market, Localization is one the corestrategy for MNCS to consider and execute.A company as a professional manufacturer of Oral care product and other productsamong the global manufacturers has been growing since entering into China. But Chinesemarket is also challenging and fast changing, A company is facing international anddomestic competition great competitive pressure. The brand loyalty of fast movingconsume goods is lower for consumer. Therefore how to win the consumer and will be theleader of Oral care product industry in China become A company must think aboutlocalization strategic issue.Based on the analysis of FMCG industry developing status in China and using thetheory of specific advantages, eclectic theory and the principle “Think globally actlocally” with SWOT, PEST and5P analysis method for the necessity of A companylocalization strategy. Then the detail localization strategy practice and the achievement arealso described in this paper. The result of this study is not only for other MNCS in China toimplement localization strategy, but also for the other domestic company to learn MNCSstrategy in China.