To market its ice cream to Chinese consumers,Unilever entered into a joint venture with Sumstar,a state-owned Chinese investment company.Unilever provided the product know-how,and Sumstar helped Unilever gain all the approvals needed from a complex Chinese bureaucracy.What type of strategy did Unilever use to reach the Chinese market?

Question

Quizplus · Accepted Answer

Unilever used a market development strategy by entering into a joint venture with Sumstar, a local company, to gain access to the Chinese market. This involved expanding in new markets with existing products, which required gaining approvals from the complex Chinese bureaucracy.

To Market Its Ice Cream to Chinese Consumers,Unilever Entered into a Joint