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

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

Student: Galas Nikita

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).

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