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Walls

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和路雪(中国)有限公司:初创期物
流运作

Walls (China) Co., Ltd.: Logistics Operations Startup

By

Peter Gilmour
Professor of Management

和路雪(英文:Wall's)为英
国著名冰激凌企业,总部设在
英国,在全球拥有多家分公
司。是联合利华旗下企业。其
在中国生产的冰激凌品牌是
“ 和路雪”。1993年,和路雪
(中国)有限公司成立。

of:
Macquarie University
Australia
This case was prepared as a basis for class discussion rather than to illustrate effective or ineffective handling of an administrative situation.

LOGISTICS CASE STUDY
DEVELOPED F OR :

COUNCIL OF LOGISTICS MANAGEMENT

Walls (China) Co., Ltd.
Logistics Operations Startup

In mid 1994 the Unilever company Walls (China) Co started manufacturing and selling ice cream in China. Bob Smith, the General Manager of Wall’ outlined some of the s challenges:
Operating in China means a number of new concepts for the Chinese managers -profit, selling and customer service. The Chinese manager of the past sat in his office and the customers came to him. It was absolutely a supply driven market. I read in an official report some time ago a list of phrases that should not be used when talking to customers. The list included “Go away and don’ waste my time’ t and ‘
Can’ you hear? Are your ears dirty?’This has now changed and a key to t success is getting our product out to the customers. Distribution costs here are 20 per cent of MPS compared to 5 per cent in Europe.
As Loic Courant, Bob Smith’ Commercial Manager in Shanghai, summarized the s situation:
He who wins logistics wins China.
Unilever in China
Unilever is an Anglo-Dutch company that has over 500 operating units in 75 countries.
The company markets over 1000 brands, including margarine, soap, food products, cleaning products, personal care products and specialty chemicals, and employs over
300,000 people worldwide. Revenues in 1994 were $US42 billion.
In the 1920s Unilever established a soap operation in China which was nationalized in the 1950s. The company returned to

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