Marketing Strategy and Plan of Nestle

Added on - 31 May 2021

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Running head: Marketing strategy and planMarketing strategy and plan
Marketing strategy and planTable of ContentsIntroduction.................................................................................................................................................3Situational analysis......................................................................................................................................3PESTLE analysis........................................................................................................................................4SWOT analysis.........................................................................................................................................5Competitive analysis................................................................................................................................6Consumer buyer characteristics..............................................................................................................8Target market, positioning and branding analysis...................................................................................8Marketing mix.........................................................................................................................................9Conclusion.................................................................................................................................................10References.................................................................................................................................................102
Marketing strategy and planIntroductionThe main aim of this task is to explain and analyze the marketing strategy and plan for thecompany. Nestle company and chocolate products have been chosen in the task to grow andexplore the business globally. Nestle is leading food and beverage Corporation in the world. Ithas been able to make a strong and attractive image in the market by providing unique quality ofproducts and services to the consumers. Before entering a foreign market, situational analysis isdone by the company to analyze and identify the risks and challenges of the market. In addition,the paper explains that how the organization uses segmentation, targeting and positioningstrategies to stand out against the competitors. Apart from this, marketing mix strategies are alsoinitiated by Nestle to stay in the competitive market. Further detail of the task has been detailedbelow.Nestle was established in 1866 by Henri Nestle with its headquartered is situated in Vevey Vaud,Switzerland. It is one of the biggest food Corporations across the world analyzed by revenue andother metrics. The company operates its business activities and operations in more than 194countries with the help of potential employees. There are approx 335,000 workforce employs inthe organization (Nestle, 2018). Nestle offers variety of products to the consumers includingmedical food, bottled water, confectionary, dairy products, coffee and tea, baby food, snacks andpet foods. The selected product is chocolate and confectionary. The company produces andlaunches tasty and delicious chocolates within the organization. Nestle offers milk chocolateswith delicious taste for the consumers. The firm is enhancing and improving the quality of lifeand contributing to healthier future (Nestle, 2018). The Corporation is one of the leading FMCGCorporation in all over the world. It has been noted that the company has adopted the globalculture for collecting information about the new countries business environment for expandingand flourishing the business in the international market (Enama, 2017).Situational analysisThe situational analysis may be defined as the collection of methods and technqiues thatmanagers and leaders use to evaluate an organization’s macro and micro environment tounderstand and know the company’s capabilities, business environment and customers. Nestle3
Marketing strategy and planuses SWOT analysis, and Pestle analysis to know and evaluate the plans, policies and strategiesof the competitors as it also helps overcome the rivalries in the marketplace. Situational analysisis essential to implement a marketing plan for the company (Siddik, 2016).PESTLE analysisExternal analysis is done by the company to eliminate and reduce the challenges and risks of themarketplace. For this purpose, PESTLE analysis has drawn below.Political factors:Nestle operates its business functions and activities in approx 194 countrieswith maintaining regulatory and hygiene environment that can affect the activities and operationsof the firm. The rules and regulations fixedby the government is quite different in variouscountries. It has been analyzed that the Nestle must focus on these political elements such astaxation, rules, legislations and import export excise duties. It has been analyzed that Nestlepromotes and encourages the government health procedures by maintaining the legislations,standards and rules (Grade, 2013).Economic factors:It is one of the foremost issues for Nestle is foreign exchange swings as ithas a vital impact on the outcomes of the firm. In addition, different nations maintain differenteconomy and they are completely different from each other. In addition, exchange rate,recession, income level, changing inflation rate and economic growth rates also affect thepurchasing power of the customers in the international market. It has been stated that theorganization has to fix the different economic policies, rules and standards in order to handle thedifferent market segments. An analysis report should be made by Nestle on daily basis to get thesufficient facts and knowledge related to the deflation and income level of people (Wells et al,2012).Social factors:The culture, thoughts, ideas, tradition, morals, beliefs, and traditions of theconsumers could affect the activities of the firm. It has been further evaluated that the firmshould understand the changing attitude and belief of the consumers to beat the consumers. Theorganization needs to focus on the social factors to gain competitive benefits (Nestle, 2013).Technological factors:Latest and innovative technologies are used by the company to producenew products. E-commerce and internet are significant techniques and tools to monitor in the4
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