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Marketing plan of Nestle (Malaysia) Berhad

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Major Assignment MARKETING PLAN OF NESTLE (MALAYSIA) BERHAD TABLE OF CONTENTS I. Executive Summary 5 II. Current Market Situation 6 2.1. Situational Analysis 6 2.2. Market Overview 6 2.2.1 Market Demographic and Needs 6 i. Culture and language 6 ii. Economic climate 7 iii. Political Climate 7 iv. Market Need 7 2.2.2 Market trends and target market growth 7 2.3. S W O T analysis 9 2.4 Competitive and Industry Analysis 11 2.5 Product Overview 12 2.6 Key to success and critical issues 12 2.6.1. Keys to success 12 2.6.2. Critical issues 13 III. Environmental Analysis 13 3.1 Macro environmental analysis 13 3.1.1 Demographic 13 3.1.2 Economy 14 3.1.3 Infrastructure 14 3.1.4 Laws 14 3.2 Micro environmental factors 14 3.3 Competitive strategy 15 IV. Marketing Strategy 15 4.1 Mission 16 4.2 Marketing Objectives 16 4.3 Financial Objectives 16 4.4 Target Market 17 4.5 Market Positioning 17 4.6 Strategy Summary 17 V. Marketing Mix 18 5.1 Product 18 5.2 Pricing 20 5.3 Promotion 20 5.4 Packaging 21 5.5 Channel of Distribution 21 5.6 Services 21 5.7 Internal Marketing 22 VI. Marketing Research 22 VII Financial Analysis 23 7.1 Sales or revenue Forecast 23 7.2 Marketing expenses and budget 23 7.3 Break even Analysis 24 7.4 Profit and Loss analysis 24 VIII. Control 25 8.1 Implementation 25 8.2 Marketing Organization 26 8.3 Contingency Planning 26 References 27 Appendixes 30 Appendix 1 Appendix 2 Appendix 3 Appendix 4 Appendix 5 Appendix 6 Appendix 7 Appendix 8 Appendix 9 Appendix 10 Appendix 11 Appendix 12 Appendix 13 Appendix 14 Appendix 15 Appendix 16 I. EXECUTIVE SUMMARY Contemplating Nestl�'s situation as the Dominant firm in the beverage industry and market leader in the Malaysian market, the principle aim of this marketing plan is to: reinforce market perception of nestle products, expand total market, protect current market share, and gain additional share. (Kotler P. & Armstrong G., 2001) As such, the strategy that Nestle adopt in this marketing plan are as follow: (a). ...read more.


New retail outlets are continuing to open, providing better access to consumer on a nationwide basis. These businesses are looking for the product for their retail outlets. 3.1.4. Laws: The Food Act 1983 (refer appendix 9) and Food Regulations 1985 set product standards and particular labeling requirements for milk and milk based products. 3.2. Micro environmental Factors 1. The threat of entry by new competitors. (high barriers to enter the market) - Economies of Scale - Differentiation - Capital requirement - Switching cost - Government regulation difficult to comply 2. The intensity of rivalry among existing competitors. - Numerous rivals, equally balanced - High fixed cost - Low switching cost - High exit barriers - Diverse competitors 3. Pressure from substitute products. - Numerous rivals promote high substitutes products. 4. The bargaining power of buyers. (High customer buying power) - Buyers has all the relevant information - Low switching cost - Purchase is not very important for the buyers - Low profit margin 5. The bargaining power of suppliers (High supplier bargaining power) - Dominated by few supplier (Komnas, Twenty20, Rawnas) - High switching cost - Differentiated product - Supplier's input is crucial 3.3. Competitive Strategy Nestl�'s competitive strategies include: (a). Keeping local brands that suit Malaysian taste while going global with its technology. (b). Fashioning products for Malaysia from natives ingredients, employ local employee (c). Promote its image brand as concern to the health (d). Attractive packaging innovation. (e). Be socially responsible by providing a couple of scholarship program to the Malaysian citizen. (f). In developing countries, like Malaysia Nestle first establish sales channels by making basic mass-produced foodstuff that the locals can afford. Then as consumer grow richer, pump higher-valued products through these same channels. IV. Marketing Strategy 4.1. Mission Be the leading multinational company in food, nutrition and wellness. Produce and sell world-class products of the highest consistent quality, reliability and convenience based on business excellence principles throughout our operations Maximize the use of good quality local raw materials Be an ...read more.


A contingency plan has been developed for immediate implementation in the case of severe increase in the raw material price that may put pressure on cost of production. 8.1. Implementation. To guide the implementation of this marketing plan, we have schedule the detailed month-by-month activity for each marketing program include the managerial responsibility. The schedule is as follow: Implementation Schedule Activity Start Date End Date Budget Manager Department Marketing Plan 1-Oct-03 31-Dec-03 Dane Marketing Advertising 1-Jan-04 31-Dec-04 $122,753 michy Marketing Sales Promotion May, June, July, Dec $70,144 michy Marketing Sales Training Jan, Feb, Mar $70,144 Dane Marketing Customer Service 1-Jan-04 31-Dec-04 $52,608 michy Marketing Marketing research 1-Jan-04 31-Dec-04 $35,072 Dane Marketing The Gantt Chart Marketing Plan Advertising Sales Promotion Sales Training Customer Service Marketing research Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 8.2. Marketing Organization As the chief Marketing officer, Mr Ganeshan R. Ampalavanar holds the overall responsibility for marketing strategy and direction, He also direct the channel sales and all the marketing communication, and promotion activities. Following the Sales Managers: Ang De Thiang, Fung Tan Shing, Lim Lorn Sun, Yeap Siew lim, Ang Lay Lienh, Wong Chen Ping, David Lineder Brand Manager: Wan Cheng Kim Senior Client Support: Fara Muhammad Mass and Media communication executive: Mr. Ian James Donald 8.3 Contingency Planning Nestle has prepared a contingency plan to implement if the following difficulties and risk happen: - Extremely lower demand until break-even unattainable This may happen if our product unacceptable to the market or the pricing strategies doesn't effective which resulting in extremely low demand. The possibility could be that the break-even level unattainable. - High inflation that leads to increase in the cost of good sold. Though it hardly possible since Malaysia has a very stable economy situation, still high inflation may lead to an increase in the cost of production which may effect severely in the price and demand. Should either one of above risk taken place Nestle will try to cover the loss through: - Bank Loan - Liquidate some of the asset to cover liabilities. ...read more.

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