Marketing Plan for Nestlé

Marketing Plan for Nestlé

Victoria Shelton

MKT100 Principles of Marketing

Strayer University

Donna Manley

April 29, 2014

Executive Summary

This paper presents a comprehensive discussion on Nestlé’s business strategies in its overall Global operations. It starts by discussing the impact of its mission, vision, and stakeholders on its strategies and success in the industry and proceeds by highlighting the major strengths, weaknesses, opportunities, and threats in its business environment. The competitive analysis for the company is also made in the light of Michael Porter’s Five Forces Model. The next section gives recommendations on how Nestlé can capitalize on its strengths to avail the attractive opportunities from the market, overcome its weaknesses, and encounter the potential threats from the external environment. The final sections explain the company’s corporate governance mechanisms, leadership effectiveness, and corporate social and ethical responsibility efforts.

Introduction

Nestlé is a large scale multinational corporation engaged in manufacturing a wide variety of food, beverages, and health care products. It was incorporated in 1866 by Henry Nestlé in Switzerland as a small food manufacturing company. At present, Nestlé is present in all the corners of the world and serves its customers with thousands of food and beverage brands for all types of consumers. It manufactures products for all types of food consumption requirements for any day or night time. It has more than 500 production units in developing and well-developed countries of the world whereas its final products are available in more than 130 countries. Nestlé is recognized as the strongest and the most competitive food and beverage products manufacturer in the world. It has successfully targeted all the potential markets of the world and currently pursuing business expansion strategies through product diversification in related product lines as...