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MKT501 - Marketing Management of Nestle

14 Pages3207 Words85 Views
   

Charles Sturt University

   

Marketing Management (MKT501)

   

Added on  2020-03-01

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Nestle Australia manufactures and markets a range of food products, beverages, and baby milk products in Australia. This paper will discuss the marketing audit for Nestle. This paper will discuss the external and internal environment of Nestle Nescafé. This paper includes analyses such as - industry analysis and market trends for Nestle, PESTLE, competition and segmentation analysis. As well as it will cover the level of involvement and decision-making and a perceptual map for the marketplace.

MKT501 - Marketing Management of Nestle

   

Charles Sturt University

   

Marketing Management (MKT501)

   Added on 2020-03-01

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Running Head: MARKETING MANAGEMENT: NESTLEMARKETING MANAGEMENT: NESTLEStudent’s nameName of the Institute
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MARKETING MANAGEMENT: NESTLEContents1Introduction.........................................................................................................................................31.1: About the company...........................................................................................................................31.2 Product and Services.........................................................................................................................31.3 Consumers.........................................................................................................................................32Industry Analysis and Market trends for Nestle...................................................................................42.1 Current trends in Profitability and growth.........................................................................................43PESTLE Analysis................................................................................................................................43.1 Political..............................................................................................................................................43.2 Economic...........................................................................................................................................43.3 Social.................................................................................................................................................53.4 Technological....................................................................................................................................53.5 Legal..................................................................................................................................................63.6 Environment......................................................................................................................................64Competition Analysis..........................................................................................................................75Segmentation Analysis........................................................................................................................85.1 Major Market Segments:...................................................................................................................85.2 Primary and Secondary Markets........................................................................................................86Level of involvement and decision making.........................................................................................97Perceptual map for the market place..................................................................................................118Conclusion.........................................................................................................................................129References.........................................................................................................................................13
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MARKETING MANAGEMENT: NESTLE1IntroductionThe various sections or parts of introduction can be discussed as:1.1: About the company Nestle Australia manufactures and markets a range of food products, beverages, baby milk products in Australia. It entered in Australia in 2008 and is a wholly owned subsidiary of Nestle S.A. Its headquarters is located in Rhodes, Australia. Nestle is one of the largest food company in the world and constantly a part of fortune 500 companies. Nestle is known for its huge marketing budget and promote its product in numerous ways like direct advertising, organizing competitions and distribution prizes, leveraging social media and by doing lot of work for the society. 1.2 Product and Services Nestle has wide range of product portfolio like Coffee, Medicated lounges, Noodles, Baking ingredients, Cooking milks, Chocolates, Baby milk, baby food and each portfolio has numerous products in it. Each portfolio competes with different competitors. On a higher level, Nestle has competitors like Unilever, Starbucks, P&G, Cadbury, Cargill, Douwe Egberts. 1.3 ConsumersThe key consumers for Nestle differs for the product ranges. For some products, the consumers are old age people and for some university students. Given the huge product portfolio of Nestle with each catering to different markets and competing with different organizations, it would make more sense to consider a single product so as to streamline the analysis. Thus, Nestlé’s coffee products will be considered and analyzed for PESTLE Analysis, 4P’s of
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MARKETING MANAGEMENT: NESTLEmarketing mix, Competitor analysis and other aspects. The key consumers would be millennials in this case. 2Industry Analysis and Market trends for NestleThe key sections under industry analysis can be discussed as:2.1 Current trends in Profitability and growthAs the coffee consumption is growing continuously in Australia due to rising urban Australia, there is huge growth for Nestle in Australian coffee markets. While in 2015, it has 60% of the total market share of instant coffee; its share increased to 73% in 2016 (O'Mahony, &Lobo, 2017) and expected to rise in coming years. Also, with aggressive promotional strategy, company is able to maintain its profitability. It is a debt free and cash rich company that has superior return on equity (http://www.nestle.com.au/aboutus/annual-report ) as compared to its competitors which means it is constantly generating value for its promoters and shareholders. 3PESTLE Analysis3.1 PoliticalPolitical environment in Australia subjected to the various laws for the organizations like food and safety standards, Labor standards, quality standards, labeling requirements and so on. Nestle has worked on quality of life and other economic developments in the industry Political environment is favorable for the organization. It can be said that the political factors are positivefor the organizations in food and beverage industry. 3.2 EconomicEconomic factors are related to the purchasing power and spending patterns of the people. As most of the coffee beans and varieties are exported from outside, there is a dependency on
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