Shanghai Jahwa is the largest domestic-owned Chinese manufacturer of cosmetics and personal care products. In recent years it has been part of a rapidly growing market with a growth rate of 35% per year. This impressive growth rate was due to attract the entry of large multinational corporations, including Unilever, Procter & Gamble, Shiseido, Kao, and others. Target marketing in Shanghai Jahwa is to carve a viable and defensible market position in terms of competition from some of the most powerful global players in the industry. This case illustrates the governance in the expansion of a very successful brand of Chinese brandy cream toilet in category shower. Unilever already has a strong and established shower cream on the market under his own famous brand Lux. In addition, other international players are entering the market. The case calls for the development of a brand strategy based on market position, brand extension and competitive issues. "Hide
by Niraj Dawar, Peter Yuan Source: Richard Ivey School of Business Foundation 16 pages. Publication Date: December 16, 1998. Prod. #: 98A023-PDF-ENG
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