• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site
For visually-impairedUser profile (HSE staff only)SearchMenu

Specifics of Entry Strategies Used by Global FMCG Companies in the Developing Markets on the Example of Procter&Gamble in Russia and China

Student: Nikita Galas

Supervisor: Alexandra Zhukova

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Year of Graduation: 2020

The study is oriented to highlight the specifics of entering FMCG markets in developing countries – the theme, that is little covered in the researches on the entry strategies. To achieve the goal, the following tasks were set: • to highlight possible strategies for companies to access new markets; • to determine the specifics of entry by FMCG companies; • to determine the specifics of entry to developing markets; • to conduct P & G company analysis; • to perform an analysis of the strategies used by P&G to enter different markets; • to identify specifics of P&G entry strategies in developing countries; • to develop recommendations to improve/ adapt strategic planning to developing markets (the strategies used by the company).

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses