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Global Marketing |Situational analysis | Assignment

   

Added on  2020-12-31

15 Pages4430 Words262 Views
Global Marketing

Table of ContentsINTRODUCTION...........................................................................................................................1MAIN BODY...................................................................................................................................1PART 1............................................................................................................................................1Presenting the situational analysis for Nestle which introduce Milo in Zimbabwe....................1PART 2............................................................................................................................................9Presenting the strategic and marketing plan................................................................................9CONCLUSION..............................................................................................................................11REFERENCES..............................................................................................................................13

INTRODUCTIONGlobal marketing is refers as the simplest process for adjusting the marketing strategiesof a company in order to adapt to the conditions for some other countries. It also means thatselling the products at global level. The report main aim is to present the strategy which is usedto launching the brand in some international market and for this purpose the chosen company isNestle which is expanding its business in Zimbabwe. The quoted company is a global food andbeverage company whose headquarter is in Switzerland and operates its 2000 brands at globallevel. Report further present the core global marketing management issues which are needed togenerate and also present the practical marketing strategies which help to expand it existingbusiness. Further it also apply concept or theories to global marketing and present the marketingplan within culturally diverse team.MAIN BODYPART 1Presenting the situational analysis for Nestle which introduce Milo in ZimbabweAs Nestle wants to introduce its Milo brand in Zimbabwe and the global marketing is aprocess that is actually used for adjusting the marketing strategies in which a brand wants toexpand its business in some new country. But at that time the company also faces manychallenge and some of them are as follows:Market research: It is the biggest challenge which Nestle faces in Zimbabwe. It is anaction of gathering information about customer's needs and preferences. Therefore, it is quitenecessary for a company to identify the demographic region which is actually helpful to it toexpand its business. As per market research conduct by the company, it has been analyses thatcustomer need Milo brand and it will be assist to maximizes its profit. Product Design and packaging:It is another challenge which Nestle may faces tointroduce a new product in Zimbabwe. Such that the idea of generation and creating newproducts in existing market with innovative product design will be helpful for a company toexpand its existing business (De Mooij, 2018). The packaging and product design should bemore innovative and attracting which help to attract wide range of customers towards it. Positioning: It is a marketing concept that that refers to the place which brand occupiesin the mind of their customers. It more focus on the product which includes the building of1

product's reputation and ranking first among their competitors. As Nestle is a brand and as permarket research it has been analysed that Milo is introduce by the company as per customersneeds. Therefore, positioning is another challenge which may faces by Nestle.Choice of advertising agency: While introducing new product in market, the choice ofadvertising agency is a challenge for global market. Because there are many agency who offerdifferent services but choosing best among many is quite difficult for a company. There are fullservice agency as well as part time agency who actually make the new product more popular.Therefore it is quite necessary for Nestle to choose best advertising agency for introduction anew product in Zimbabwe (Kopp and Kim, 2018). Even choosing the local agency will also helpin best position in order to understand the needs of local market and it will further help to reachwide range of customers with short period of time. Recruitment and posting of sales force: After selecting best advertising agency, there isanother challenge comes i.e. recruitment and posting of sales force. Hiring a best person for thesales is quite difficult for the company because not every individual is capable for doing perfectwork therefore, company wants to recruit best and perfect individual who have the calibre to dothe work in an effective way. Pricing: Pricing is the most important challenges which the company faces whileentering in a new country or introducing new product into the market. Because the brand actuallyfaces tough competition with its rivals and therefore it is quite necessary for a company tochoosing best and affordable pricing strategy in order to keep enhancing its customer base.640Sales Promotion: As Nestle wants to introduce new product in market, therefore salespromotional technique is also become a challenge for the company. Promotional technique maybe modern as well as traditional and by using the social media promotional technique a andadvertisement, the company can easily uses promote their new products in market and as a resultpeople come to know about their new offers (Kasemsap, 2018).Selection and management of distribution channels: As Zimbabwe is one of thedeveloped country and in this way, the there is another challenge comes i.e. selection andmanagement of distribution channels. If these distribution channels are strong and enhanced thenit will help to let people know about the new product. For Nestle one brand strategy is a nextmove which help it to expand its current existing business. 2

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