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Nestle stakeholders analysis

Extracts from this document...

Introduction

TABLE OF CONTENTS I. INTRODUCTION 2 II. ANALYSIS 3 1 Nestlé worldwide 3 1.1. Overview of Nestlé 3 1.2. Vision 4 1.3. Mission 4 1.4 . Objective ……………………………………………………………………………………...5 1.5. Products 6 2. Environment of Nestlé 7 2.1. Internal environment 7 2.1.1. Managers 7 2.1.2. Employees 9 2.2. External environment 10 2.2.1. Customers 10 2.2.2. Suppliers……………………………………………………………………………….11 2.1.3. Competitors 12 3. Inputs and Outputs 13 3.1. Inputs 13 3.2. Outputs 14 3.3. Research for production of Nescafe-Nestlé in Vietnam 15 4. Manufacturing process 16 5. Markting strategy in Vietnam ans Aia 18 III. REFERENCES 20 IV. APPENDICES………………………………………………………………………...22 ________________ Introduction In this research work the company chosen is Nestlé. We have tried to cover the brief history of the company, vision, mission and objectives of the company. This brief history and other sub heading under company background is compulsory to be understood and researched well as they form the basis for marketing plan of the company. We have also tried to cover the internal and external environments for the company and countries for its future growth and further marketing planning strategy ________________ Analysis 1. Nestlé Worldwide 1.1. Overview of Nestlé All over the planet, people know Nestlé. Nestlé is a Swiss multinational nutritional and health-related consumer goods company headquartered in Vevey, Switzerland. It is the largest food company in the world measured by revenues among the world's 40 largest corporations. Nestlé was founded in 1867 by Henri Nestlé. Its international R&D network supports the products made in more than 500 factories in 86 countries. The Nestlé factories are operating in the region of: 1. Africa 2. America 3. Asia 4. Europe 5. Oceania Being a company dedicated to food from the beginning, Nestlé remains sensitive to culinary and eating habits, and responds to specific nutritional problems, whilst also setting and matching new trends such as growing out-of-home consumption and caring about the well being of its consumers Nestlé’s Philosophy: Good Food, Good Life is the very essence of Nestlé and this philosophy can be traced back to our beginnings. ...read more.

Middle

The end customers of Nestlé are the consumers who consume its wide range of product. The company has a bright brand image in its big pool of end customers. Nestlé has an extensive marketing network to figure out the target customers, it has marketing specialist to understand the market place and the customer needs, secondly to is spending a lot to figure out the customer’s preferences regarding the substitutes of its products in order to bring the customers on board and retain them. Nestlé has an extensive market share, due to the reason that its customers are brand loyal and do not compromise over quality and same is the case with the company’s quality assurance (QA) team. One of the principle strategies that Nestlé utilizes is to produce differentiated products for each age group in order to get a high market share and preferences over others. ________________ 2.2.2. Suppliers Suppliers provide the resources like labor and material resources to produce goods and services. They add to customer overall value delivery system. Labor supplies include handling of 1. Quantity of labor 2. Quality of labor 3. Labor strikes 4. Labor relations Material supplies deals with the 1. Quantity of material 2. Quality of material 3. Price of material 4. Stability of material inputs 5. Delivery delays Nestlé efficiently handles the quality, quantity, price and stability of both material and labor supplies. Management maps out the strategies for labor strikes, supply shortages and delays to avoid increasing the cost of production, which can badly affect sales in short run and customer satisfaction in long run. ________________ 2.2.3. Competitors Competitors also play a vital role in effecting the way in which the organization operates, competitors are basically the rival firms in the same market which is providing the same product in the case of Nestlé the are many competitors since there is a wide range of products offered by Nestlé Nestlé's largest international competitors are Kraft Foods, Unilever and Mars Incorporated. ...read more.

Conclusion

Each segment has different product lines with reasonable price and can be accepted but still ensure high quality. 1. For classes of consumers with high incomes and interested in quality: the Nescafe Gold, Premium with higher prices and higher quality compared to other common products 2. For classes of consumers with average incomes - a large segment: with Blend 43, Mild Roast, Espresso products ... consumers receive economic benefits as well as product quality. 3. For young people: new product such as Latte with the relative prices. Deploy promotions, discounts to attract customers and increase purchasing power 5.2. Place Build strong distribution network with distributors and retailers to cover the market with high density. Develop the retail system to ensure the company's products are available to serve customers: retail outlets at premier sites e.g. Bus stand, Railway station… Implement incentive policy about pricing and commission to agents to encourage them to introduce and offer products to customers at the reasonable price. Other than that, Nestlé can put their vending machine in a place that always full of people such as shopping mall, airport, hospital, school and any other place. Associate with supermarkets and shopping centers by opening sophisticated parlors with more value added services; improve the area, type and number of the company’s products here. Expand promoting trade into neighboring countries such as Laos, Cambodia, west Asia countries, where Nestlé’s products are not available or do not meet the requirements. 5.3. Promotion Take advantages of company such as brand reputation, quality products to increase market share Use mass media to advertise products to consumers: 1. TV commercial 2. Magazine and newspaper advertizing 3. Public event 4. Online advertizing 5. Social networking Use other form of advertising such as non-media communication or advertising. Some of the ways are participating exhibitions, sponsorship activities, public relations and sales promotion such as giving freebies with good or reduced price Construct showrooms to introduce the company’s products and distribute sample products to the customers. Intensify customer care service by holding seminars about nutrition and healthiness, informing customer about Nestlé’s products. ...read more.

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