Market positioning management in the environment of Nestle

MARKETING
MANAGEMENT

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Executive summary
The competition in the confectionery industry has increased to higher levels. In such
environment it is crucial that products such as Kitkat must check the way they are marketing
themselves in the market. This report analyses the situation of the environment of Nestle at
the global levels where it is found that due to the increasing instability in the developed
country company should focus on developing and under developed nations. Strategies that
are currently used by the company and their internal strengths and weakness have been
highlighted. It was found that company is capable of making higher sales taking help of its
financial strength and brand name. It was found that products such as Cadbury, mars and
Ferrero Rochers are giving tough fight to Kitkat. Company new focus on innovation and
should also give priority to innovative technologies in the coming years so as to perform
different marketing activities.

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Contents
Executive summary...............................................................................................................................1
INTRODUCTION.................................................................................................................................2
Main Body.............................................................................................................................................3
Situational analysis............................................................................................................................3
External environment....................................................................................................................3
Marketing strategies......................................................................................................................4
SWOT Analysis.................................................................................................................................6
Competitor’s analysis........................................................................................................................8
Marketing plan..................................................................................................................................9
Marketing mix...............................................................................................................................9
Action plan..................................................................................................................................10
Monitoring and feedbacks...........................................................................................................12
Budget for marketing...................................................................................................................13
Recommendations...............................................................................................................................13
CONCLUSION...................................................................................................................................14
REFERENCES....................................................................................................................................14

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INTRODUCTION
Marketing has become one of the most essential functions in the business. Success of the
organisations depends on the way they have marketed their products or services. All the
departments and functions works with the marketing departments so as to achieve the
common objectives. There is intense competition in the industry and in such an environment,
marketing plays a crucial role in the making an edge over the rivals. Both digital and
traditional marketing techniques are used by the organisations to ensure that they reach to
maximum possible customers. It is also crucial that firms analysis the situation of the market
and makes strategies accordingly. For this it is crucial that company analyses its external
environment (Kotler, et al. 2015). It is also crucial that companies analyses the strengths and
weaknesses they have. It is necessary for making the marketing plan. At the same time, it is
crucial that firms analyses what their competitors are doing. This is essential for reducing the
chances of failures. Nestle is a Swiss food and drinks company operating in different parts of
the world. In terms of revenue it is the largest food company in the world. This company
deals in the business of breakfast cereals, dairy products, tea and coffee, medical food, bottled
water, baby food, frozen food, snacks, pet foods, confectionery and ice creams (Nestle,
2019). Its confectionary business has been successful in different parts of the world especially
the chocolate products. Kitkat has been its one of the most successful products in different
markets. This is a wafer bar confection known for its taste. Due to highly competitive
products by the competitors, it is essential that company redesigns it marketing for its
chocolate products.
This report provides a marketing plan for Nestle while analysing its internal and external
environment. It also produces a competitor’s analysis and hence produces the marketing
strategies that can be made by the company so as to gain advantage in the market.
Main Body
Situational analysis
External environment
In the competitive environment, it is crucial for the firms to understand the situation in the
market. For this it is crucial that company analyses its external environment so as to