This assignment provides a business plan proposal for Zott, a dairy company founded in 1926, focusing on its potential expansion into the Chinese market. It identifies China as a promising target country due to its economic growth and increasing purchasing power, despite challenges like government interference and high rates of lactose intolerance. The plan suggests a cost leadership strategy to gain competitive advantages and recommends a joint venture market entry strategy to leverage local expertise and adapt to Chinese market trends. Internal factors, external environments, and potential business opportunities and challenges are discussed, concluding that China is a viable market for Zott with the right strategic approach. Desklib provides a platform to access past papers and solved assignments for students.
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