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  • Specifics of Entry Strategies Formulation of International Fast Moving Consumer Goods Companies on the Asian Market: the Case of Unilever plc in India and China

Specifics of Entry Strategies Formulation of International Fast Moving Consumer Goods Companies on the Asian Market: the Case of Unilever plc in India and China

Student: Kaliya Manorama

Supervisor: Sergei Shaposhnikov

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Year of Graduation: 2021

Due to globalization; companies are going to foreign markets to expand their business. Here comes the main question how to enter into different market. Therefore, the main aim of this thesis is to formulate the entry strategies for the FMCG (Fast-Moving Consumer Goods) companies and to decide what should be the right approach to enter in a new market. For that the first chapter is devoted for the theoretical overview of previous research papers on the entry strategies. The second chapter focuses on the entry strategies of Unilever PLC for India and China and have analyzed the external environment to better understand the ease of doing business in India for FMCG companies. Further, we have examined the specifics of international FMCG companies with the example of Unilever in India and China. And finally in the third chapter we made the comparative analysis of previous researches with the practical results of the case study, providing with some recommendations for international FMCG companies.

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