Marketing StrategyWord下载.docx
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Universityof?
Schoolof?
AssignmentoftheCourseMarketingStrategy
Modulecode:
?
Title:
MarketingStrategy
Studentname:
________________________________
Matric.Number:
Dateofsubmission:
May2011
TableofContent
TitlePage1
TableofContent2
Summary3
1.Introduction4
2.Performancedata(collectedfromannualreport)5
3.Situationalanalysis(SWOT)7
4.Differentialadvantage/competitiveedge(USP)9
4.1.Investigationandanalysis9
4.2.Recommendations10
5.Segmentation,Targeting&
Positioning(STP)11
6.Marketingobjectives,goals,strategies,andprogrammers.12
6.1.Investigationandanalysis12
6.2.Recommendations13
7.Conclusion14
8.Bibliography15
Summary
ThispurposeofthisreportisproposedthesensiblerecommendationofmarketingstrategiesbasedontheindepthanalysisofNestle.Nestleisthebiggestfoodmanufacturerintheworldandprovidesmanykindsofcerealbreakfastfoodstuffforconsumersinallmajormarket(Corporate,2011).ThisreportfirstlygivesabriefintroductionofthebreakfastproductsNestleprovided;
thenitinvestigatestheperformancedataoftheentireNestlegroup,thedataincludestheamountofsale,earningbeforetaxandinterest,andthemarketsharenestleownedindifferentfoodandbeveragemarket.Furthermore,SWOTanalysistoolisappliedtostudythecurrentsituationandexternalenvironmentNestlefacedanditsopportunitiesandthreatens.USPisusedtoindentifyNestlé
’scompetitiveadvantagesandtoproposeseveralrecommendations.Moreover,thisreportanalyzedNestlé
’scurrentmarketingstrategiesbySTPprinciples.Lastly,specificrecommendationsofmarketingstrategiesweregivenaccordingtothetheoryofSMARTand4Psprinciples.
1.Introduction
Nestleisthelargestfoodandbeveragecompanyintheworld.Itisalsothelargestsupplierofbreakfastfoodstuffwhichisbranded.Besidesthebreakfastfoodstuff,nestlealsoproducesbeverages,icecreams,milkbasedproducts,pharmaceuticalproductsandprepareddishes(Corporate,2011).ThemostfamousbrandswhichnestleownedincludeNestle,Nespresso,Maggi,Buitoni,Stouffer’s,Dreyer’s,KitKat,PurinaandFriskiesandsoon.Insteadofasinglebreakfastproduct,Nestleprovidesseveralkindsofbreakfastcereals,whicharespeciallydevelopedfordifferentconsumers(Corporation,2011b).Forexample,Chocapicisadeliciouscerealmadewithwholegrainwiththebenefitofeightimportantvitamins.Itisverypopularamongkidsgroupsbecauseitschocolatetaste.CiniMinisisakindofcerealswirlswithcinnamontaste,whicharemadewithwholegrainandalleightessentialvitamins.Moreover,Estrelitasisadeliciousstar-shapedhoney-coatedcerealmadewithwholegrain,whichiscontainingimportantminerals,calcium,ironandzinc.AndtheFitness,abreakfastcerealspeciallydesignedforpeoplewantedlosingweight,madebywholegrainflakes.
Nestles’breakfastcerealisakindofrevolutionarybreakfaststuff.itismadewithnaturalgrains,suchasbarley,wheat,cornandoat.Thiskindofbreakfastishighlysuitableforthemodernquicklifepace.Itisnotonlykeepingthebalancednutrition,butalsocanbepreparedeasily.Withtheawarenessofnutritionbalance,Nestle’sbreakfastfoodstuffsaremainlydevelopedbasedontheapplicationofwholegrains,whichareanimportantpartofbalancedandhealthydiet.ThebreakfastcerealsNestledevelopedaretypicallylowinsaturatedfat,salt,andsugar.Besidehealth,enoughnutritionandenergyisanothermajorconcernoftheNestles’breakfastfoodstuffs.Itsbreakfastcerealsnotonlyprovidesufficientcaloriesforconsumingenergyinentiremorning,butalsosupplyaquarterofrecommendeddailyallowance(RDA)ofvitaminsandmineralperserving.Moreover,Nestlearekeepingdevelopingawidevarietyofbreakfastcerealstomeetthedifferenttestesandneeds.
2.Performancedata(collectedfromannualreport)
NestleCo.Ltdisthebiggestfoodsuppliers,andoneofthebiggestinternationalcorporationsintheworld.Nestleestablishedover400factoriesinmorethan60countriesandregionsinfivecontinents.Allproceduresofproduction,supplyandsaleareexecutedbyover200departmentsunderthesupervisionofheadquarter.Theoverseamarketcontributesmorethan98%ofannualrevenues,therefore,Nestleiswellknownbythenameofmostinternationalizationmulti-nationalcorporationintheworld.
NestlerecordedsalesofCHF109.7billion($124.8billionUSdollar)duringthelastfinancialyearendedDecember2010(FY2010)(Corporation,2011a).6.2%organicgrowthwasachievedbywholegroup,includingrealinternalgrowth(RIG)of4.6%.Withthenegativeforeignexchangeimpact,divestitures,andnetacquisitions,theoverallgroupsalesincreasedb