Nestle Ice Cream Business (South)

Nestle Ice Cream Business in South China begins with "Nestle Dairy Farm Guangzhou Ltd.". At the beginning of this business, it assumed huge loss. When the new Market Head comes to China, he tries to change this situation. He carries out "Business Excellence" strategy focused on "Value Creation", in order to improve the company's "Economic Profit". In the meantime, he tries to create a new Nestle culture to help this new strategy.The writer focuses on Nestle Ice Cream Business in South China. He first studies the characteristics of ice cream industry, and the consistence between corporate strategy and macro environment & those industrial characteristics. Then he analyzes the details of its improvement on Economic Profit. Later he points out the direction of its future development based on SWOT analysis and choice of competition strategies.