Marketing Management: Strategies, Opportunities, and Challenges

Marketing Management

INTRODUCTION
Marketing is a platform to sales
 Marketing includes research, planning, advertising and promotional techniques to
increase the sales.
 Marketing management is a concept which reviews organisation's resources and
activities to increase its customer base, improve relationship with the customers by
providing them products and services as per their requirements.
 It helps the organisation to enhance its perceived value and brand image.
 The role of marketing manager is to examine resources and competencies, competitor's
cost structure, product differentiation, competitive positioning and other factors.

COMPANY ANALYSIS
 Nestle is world's leading health, and wellness
company.
 Nestle is a food processing industry which operates
in more than 194 countries in the world with
employee strength of over 339000 people.
 The organization serves numbers of products to the
customers.
 It includes products such as confectionery, coffee
and tea, baby food, dairy products, bottled water,
medical food, breakfast cereals, pet foods, ice
cream, frozen food and snacks. Nestle has around
450 factories in the world. Maggi, KitKat,
Nespresso, Smarties, Nescafé, Nesquik, Stouffer’s
and Vittel are the most popular brands of Nestle

SITUATION ANALYSIS
Porter's five forces model is an important tool that
analyses the level of competition within the
industry. Porter identifies 5 forces that determine
competitive intensity and attractiveness of the
industry.
 Threat of new entrants: Low
 Threat of substitute products: High
 Bargaining power of suppliers: High
 Bargaining power of customers: High
 Competitive rivalry within the industry: Low

PESTLE ANALYSIS
 Political Factors: ). Government regulations changes time to time and country to country
as they impose different tax laws, accounting standards and revised tax law interpretation
has affected the business operations of Nestle.
 Economic Factors: Nestle has faced some problems in supplying the products due to
different economic policies in different countries. Now company's clients and employees
are aware about the changing economic growth and inflation rate of the country.
 Social Factors: The social factors talks about the company's responsibilities towards the
society. The social media have provide awareness to the public about the uses of
ingredients in the production process of the companies, So Nestle need to maintain its
quality in production and sales process.
 Technological Factors: Nestle is required to adopt technical changes and improve its
quality products to maintain the top position in the food processing industry.

Continued
Legal Factors: Legal factors talks about health and safety of the customers. Nestle is a
well known brand and it needs to maintain the quality in the production process.
Environmental Factor: Environment affects the business operations and business
activities Nestle. IT gives companies a place to carry its business activities. It needs to
reduce wastage, control pollution from production to give a better environment to people of
society