International Marketing Management - Nestle

Added on -2020-02-05

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1International Marketing Management
2\Table of ContentsIntroduction......................................................................................................................................3Company Background.....................................................................................................................3Strategic Planning of Relationship Marketing Strategies in Nestle.................................................4Needs and Benefit of Undertaking Strategic Approach to Relationship Marketing Strategies in Context of International Market......................................................................................................6Conclusion.......................................................................................................................................7References........................................................................................................................................8
3IntroductionAt the present time, as the business world has become unpredictable, needs and requirements ofthe firms to think from strategic perspectives have been increased. According to Spee andJarzabkowski (2011), the idea of strategic planning is beneficial for the business organizations toutilize its available resources and capabilities in an effective manner to manage differentactivities as per the changes occur in the external environment.Further strategic planning is a firm integrates wide range of aspects associated with the policiesand strategy development. It is always beneficial for the firm to use its different strategies as acritical success factor and create a competitive advantage in the marketing by adopting astrategic planning approach (Bryson, Anderson and Alston, 2011). This report presents a criticalevaluation of the strategic planning adopted by Nestle for its relationship marketing strategies todevelop in the international market. Along with this, benefits and needs of using a strategicapproach for its relationship marketing in the international market are also described. Company BackgroundNestle is one of the popular brand names in the global food industry, headquartered in Vevey,Vaud, Switzerland. In 1866, Henri Nestlé found the company, and in 1905 by merging with theAnglo-Swiss Milk Company, formally formed as Nestle. Mission of Nestle is to become aleading business firm in the food and beverage market that delivers a wide range of creative,branded food and beverage categories to the customers through developing innovations andmotivating key partners at global level (Nestle, 2017). In addition to this, the company hasseveral brands such as Nescafe, Perrier, Nestea, Lean Cuisine and Toll House and so on. The

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