UCBS7038 ‐Marketing Management
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Robert Kennedy College
Marketing Management (UCBS7038)
Added on 2020-04-13
UCBS7038 ‐Marketing Management
Robert Kennedy College
Marketing Management (UCBS7038)
Added on 2020-04-13
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Running Head: Marketing management 1Marketing management of Nestle
Marketing management 2Abstract Marketing and sustainability is the crucial concept for the growth and success of every business. Marketing strategies include managerial process to maintain the feasible fit between the changing market environment, skills, resources and objectives of the company. Along with this, the marketing and management are the processes which are used by the company to analyzethe business environment and take important decision for the business. This report will basically focus on three concepts marketing, management and sustainability used by the famous food and beverage company Nestle in the market. The report will also include various marketing concepts used by the company i.e. marketing mix, STP strategy etc. Further, report will also analyze the management practices of the company including supply chain, total quality management and human resource management etc. Next, the report will also provide the understanding of sustainability practices of Nestle to sustain its business in the operating market. In this part, report will provide the analysis of various initiatives taken by the company to protect the environment from harmful products.
Marketing management 3ContentsAbstract............................................................................................................................................2Introduction......................................................................................................................................4Marketing concepts..........................................................................................................................4Worldwide presence.....................................................................................................................5Vision and mission statement......................................................................................................5Core values...................................................................................................................................5Marketing mix..............................................................................................................................6Product......................................................................................................................................6Price..........................................................................................................................................7Place.........................................................................................................................................7Promotion.................................................................................................................................7STP strategy.................................................................................................................................7Segmentation............................................................................................................................7Target market...........................................................................................................................8Positioning................................................................................................................................9Management....................................................................................................................................9Supply chain.................................................................................................................................9Total quality management..........................................................................................................10Corporate management mechanism...........................................................................................11Human resource management....................................................................................................12Sustainability.................................................................................................................................13Legislation in international market............................................................................................13Consumers..................................................................................................................................14Children as consumers...............................................................................................................14Nestle corporate culture.............................................................................................................15Corporate social responsibility...................................................................................................15Sustainable packaging................................................................................................................19Conclusion.....................................................................................................................................20References......................................................................................................................................21
Marketing management 4List of figures Figure 1: Supply Chain Process.....................................................................................................10Figure 2: CSR Practices.................................................................................................................17
Marketing management 5Introduction Nestle was established by pharmacist Henri Nestle in 1867 on the seaboard of LakeGeneva, Switzerland. After many years of business operations, headquarter of the company isstill in Vevey, Switzerland. In current time, Nestle is the biggest food company in all over theworld because of its fundamental culture, values of environmental preservation and cleanlinessin each country in which it is operating. Currently, the company has 468 Nestle factories in thebusiness operations. This report focuses on the marketing and management concept in thebusiness operations of Nestle. The objective of this study is to critically analyze key marketingactivities of Nestle which take place in the local and international market. Along with this, reportalso focuses on the current marketing strategies and tactics adopted by the company to acquireand retain the customers and make profit in the operating market (Ghauri, 2015). Nestle isdefinitely one of the most capable food companies which has strong presence in across theworld. The employees of the company have skills to keep hold of their standards in terms ofstrong position level in the market. They ensure the fact that the products provided by thecompany are definitely best to use for all the customers. Nestle has the collection of the productsto provide and all those products are the best in their types. Now days, marketing strategies hasgreat importance in order to progress in the market. This is the reason company Nestle is selectedfor the discussion as the company is trying to maintain its top position by its effective marketingstrategies in the market. Marketing concepts Nestle defines the concept of marketing in its own way. For the company, marketing isall about building the relationship with the customers based on the satisfaction and customervalue by the use of modern marketing. There are two fold objectives of Nestle marketing i.e.attract new customers by offering them better quality and value in the products and retain theexisting customers by providing satisfaction with its products. Nestle describes marketing as “thesocial and managerial procedure by which good food and good life can be provided to individualand groups by creating and exchanging the values and products” (Peñaloza, Toulouse &Visconti, 2013).
Marketing management 6Worldwide presenceToday, Nestle is the biggest food and beverage company in all over the world along withworldwide; leader in nutrition, health and wellness. Customers in the world, from village area tobig cities are united by promise of Nestle in terms of taste, quality, convenience and nutrition.Company is operating in 86 countries along with 250,000 employees across the world. Theproducts of the company are available in almost every country. The business operations of Nestleare spread across three global zone which cover America, Asia, Europe, Oceania and Africa. Byidentifying the special needs in every region, the company is operating in these three zoneslocally but combined by common vision and objectives. The immense popularity of the companycomes from its effective efforts to manufacture products that give nutrition and quality benefitsat the affordable prices even in the remote region. Vision and mission statement The strategic objectives of Nestle Ltd are to focus on providing investor value by theattainment of sustainable, profitable long term growth and capital efficient in the market. Growthin the profitability will be attained by respecting quality and safety standards whilemanufacturing the products for the customers. By this objective, Nestle has vision to grow in theshortest possible time in each and every company along with the distinctive ability to fulfill theneeds of the customers in every group i.e. from infant to old age, for pleasure and nutrition. Thisobjective can be achieved by the development of wide range of food catagories of the highestquality. Further, mission of Nestle is to develop motivated and professionally trained employeesin order to drive growth by innovation and renovation. So, the mission objective of the companyis to provide best food and beverage products to the people in all over the world. Core values It is stated above that Nestle has global vision to be leading company in terms ofwellness, health and Nutrition Company in the world. In this manner, there are some core valuesadopted by the company for the sustainability of the business. Those core values are describedbelow:Direct a active, professional and motivated personnel and proud of its inheritance andenthusiastic about the future,
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