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perusahaan besar Barat

perusahaan besar Barat

perusahaan besar Barat, meningkatkan kehadiran mereka di Rusia. Kedatangan perusahaan-perusahaan besar Barat

melambangkan di mulainya era baru dengan orang-orang Rusia menjadi konsumen yang bersemangat untuk merek-merek

mulai dari rantai makanan cepat saji McDonalds hingga jeans Levi dan barang-barang mewah.

baca juga: Gigi dan gusi Anda

Sekarang, setelah invasi Presiden Putin ke Ukraina, semakin banyak perusahaan yang menghentikan kegiatan di Rusia.

Jadi perusahaan mana, di sektor mana, yang keluar dan mengapa yang lain menahan diri?

Raksasa makanan dan minuman cepat saji
McDonald’s, Coca-Cola, Starbucks, dan Heineken adalah perusahaan terbaru yang mengumumkan bahwa mereka menghentikan bisnis di Rusia setelah tekanan yang meningkat untuk bertindak.

McDonald’s mengatakan untuk sementara menutup sekitar 850 restorannya di Rusia, sementara Starbucks juga mengatakan 100 kedai kopinya akan tutup.

Perusahaan-perusahaan pada awalnya tetap bungkam atas konflik tersebut, tetapi mengambil tindakan karena-

pemegang saham “tidak akan tahan” untuk generasi keuntungan lanjutan dari Rusia, kata Anna MacDonald, manajer dana di Amati Global Investors.

“Itu mempengaruhi harga saham mereka dan perasaan itu sama sekali tidak pantas untuk terus melakukannya,” katanya kepada BBC.

Pepsi, yang memiliki kehadiran jauh lebih besar di Rusia daripada saingannya Coca-Cola, mengatakan pihaknya menghentikan produksi dan penjualan Pepsi dan merek global lainnya di Rusia, tetapi perusahaan, yang mempekerjakan 20.000 orang di sana, mengatakan akan terus menawarkan produk lain. produk.

Perusahaan makanan Nestle, Mondelez, Procter & Gamble dan Unilever telah menghentikan investasi di Rusia, tetapi mengatakan mereka akan terus menyediakan kebutuhan pokok.

British American Tobacco telah mengumumkan rencananya untuk menjual bisnisnya di Rusia karena “tidak lagi berkelanjutan di lingkungan saat ini”.

Eceran

Perusahaan kosmetik terbesar di dunia L’Oreal dan saingannya Estee Lauder menutup toko dan menghentikan penjualan online.

Estee Lauder, yang mereknya termasuk Michael Kors, DKNY, Clinique dan Bobbi Brown, telah hadir di negara itu

selama sekitar 30 tahun dan Rusia adalah tempat penjualan terkuatnya. Faktanya, Rusia adalah pasar ritel Eropa terbesar kelima

secara global tahun lalu, senilai £337,2 miliar. Jadi beberapa merek mungkin tidak ingin membakar jembatan mereka, jika ada kesempatan untuk kembali di kemudian hari.

Itulah sebabnya banyak perusahaan, termasuk pengecer mewah lainnya seperti Burberry dan Chanel, hanya mengatakan mereka “menangguhkan” penjualan dan menutup sementara toko daripada menarik sama sekali, kata Chris Weafer, kepala eksekutif perusahaan konsultan Macro-advisory Limited.

Dengan sanksi yang membatasi bentuk pembayaran dan ketidakpastian besar atas harga di masa depan dan selera konsumen, iklim bisnis “sangat menantang” tambahnya, membuat keputusan untuk berhenti sejenak lebih mudah.

Pengecer mode terbesar di dunia H&M dan pemilik Zara Inditex, yang memiliki 502 toko di negara itu , misalnya telah menangguhkan penjualan di Rusia , dengan alasan “perkembangan tragis” di Ukraina. Merek lain seperti Nike hanya mengatakan bahwa mereka saat ini tidak dapat menjamin pengiriman barang ke pelanggan di Rusia.

Lebih banyak merek cenderung mengikuti, menurut Maureen Hinton dari konsultan ritel GlobalData. Boohoo, raksasa furnitur Swedia Ikea dan pengecer pakaian Jepang Uniqlo yang awalnya membuka 49 toko di Rusia, mengatakan pakaian adalah “kebutuhan hidup” , adalah beberapa nama lain yang sekarang telah memutuskan hubungan.

baca juga: Perang Ukraina

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