A Bittersweet Swiss Venture Into China: Suteria’s Chocolate Mission

Abstract

The case centres on a Swiss chocolate and confectionary manufacturer, Suteria’s decision to enter the Chinese market in the city of Harbin in Heilongjiang province. However after two years Suteria is still struggling to meet sales targets at its Chinese retail point and the CEO must decide if Suteria should pull out of China or not.

This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

2024 Sage Publications, Inc. All Rights Reserved

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Resources

Exhibit 1: A Happy Moment at the Opening Ceremony of Suteria’s First Shop in Harbin (Mr Michael Brüderli Pictured Third From Left)

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Exhibit 2: The Enthusiastic Sales Team of Suteria Harbin on Their First Day at Work

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Exhibit 3: Promoting Suteria on the Swiss Day at the China Harbin International Economic and Trade Fair in July 2014.

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Source: FHNW Archives 2014

Exhibit 4: The Packaging Designed for China Attempts to Attract Customers in Harbin by Emphasizing the Brand’s “Swissness”.

Figure

This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

2024 Sage Publications, Inc. All Rights Reserved

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