Marketing Strategy.docx

Marketing Strategy.docx

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MarketingStrategy

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Universityof?

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Schoolof?

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AssignmentoftheCourseMarketingStrategy

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Title:

MarketingStrategy

Studentname:

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Matric.Number:

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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