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Assignment on Introduction to Management

   

Added on  2020-05-16

13 Pages3839 Words77 Views
Running head: introduction to management Introduction to management

1EXECUTIVE SUMMARYNestle is the largest food and beverage company in the world with more than 2000 brands across 191 countries and is growing even further. Australia is the second largest importer of nestle made them set up Nestle Australia in 1908 and since that they haven't looked back. Nestle has its own share of controversies and achievements but that hasn't stopped this food giant from penetrating the Australian market even further. In this report, wetalk about the company's formation in 1860's and about the acquisitions it has done. 1934 marked as a crucial year when they launched the famous drink, Milo. We further talk about the Analysis of the marketing environment for Nestle in Australia. How in recent years the market has challenged nestle and what advancements havebeen done. From the strengths to the weakness and from opportunities to the threats nestle has faced in Australia. Looking at the ever-changing market we have also suggested the launch of a new product in the energy drink segment which accounts for $1.2 billion in Australia and growing at a steady rate of 6-7 percent per annum. FROOST the fruit boost energy drink will open new ways for nestle to cater to more customers than it already does and will also help them get a grip on the emerging health-conscious market that is the future of the food and beverage industry. E-commerce is also next big thing for nestle as conventional channels are facing stiff competition day in and out.Quality has been a major concern for nestle ever now and has had a lot of negative publicity for the same, it should look for ways to cater more to the society and to ensure that the natural resources are being resourcefully utilized in order to create a better public image.

2Table of ContentsEXECUTIVE SUMMARY........................................................................................................1INTRODUCTION & BACKGROUND....................................................................................3MARKETING ENVIRONMENT ANALYSIS.........................................................................3INTERNAL ANALYSIS.......................................................................................................3STRENGTH........................................................................................................................4WEAKNESS.......................................................................................................................5OPPORTUNITIES..............................................................................................................5THREATS..........................................................................................................................5EXTERNAL ANALYSIS......................................................................................................6RECOMMENDATION.............................................................................................................7TARGET MARKET..............................................................................................................7New product description.........................................................................................................7MARKETING MIX...............................................................................................................8Product................................................................................................................................8Price....................................................................................................................................8Place....................................................................................................................................8Promotion............................................................................................................................8CONCLUSION......................................................................................................................9References................................................................................................................................10

3INTRODUCTION & BACKGROUNDNestle is a Swiss transnational company with its headquarters in Vevey, Vaud, Switzerland. Nestle deals in food and drinks industry and is one of the biggest in the world. Owning more than 2000 brands in 191 countries the company is employing more than 33,000+ employees. Nestle came in 1905 when Anglo-Swiss Milk Company and Farine Lactee Henri Nestle merged. During the First and Second World War, the company grew significantly expanding in other areas apart from initial offerings in condensed milk and infant products. Today, the company sells products as baby food, medical food, breakfast cereal, pet food, coffee & tea, bottled water, frozen food, ice cream, confectionary. Today Twenty-Nine majorbrands of Nestle have annual sales of over $1.1 billion.We can date the origins back to the 1860s when in 1866 Charles (US counsel in Switzerland) and George Page, two brothers from the USA established the Anglo-Swiss Condensed Milk Company in Cham, Switzerland. Around the same time in 1867, Henri Nestle in Vevey developed baby food based on milk. He later helped Daniel Peter in solving the problem of water from the milk chocolate he was trying to create and in 1879 they merged. Following that in 1877 Anglo-Swiss came with their milk-based baby foods and the following year saw Nestle company adding condensed milk to their product line. Thus, making them direct competitor (Nestle, 2013).Finally, in 1905 the two companies merged and carried the name Nestle and Anglo-Swiss until 1947 when they took on the name Nestle Alimentana SA after acquiring Fabriquede Produits Maggi SA (Founded 1884) and the holding company Alimentana SA. However, the current name Nestle was adopted in 1977.

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