Case Study of Nestle Malaysia Marketing management

Added on - 21 Apr 2020

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Nestle MalaysiaMarketing management1
Nestle MalaysiaContentsIntroduction......................................................................................................................................3Company Analysis.......................................................................................................................3Strengths of the Nestle Company................................................................................................3Weaknesses of the Nestle Company............................................................................................4Opportunities of the Nestle Company.........................................................................................4Threats of the Nestle Company...................................................................................................5Segmentation, Target and Position..................................................................................................5Market Segmentation of Nestle...................................................................................................5Target Marketing of Nestle..........................................................................................................6Positioning Strategy of Nestle.....................................................................................................6Competitor’s analysis......................................................................................................................64 P's Of Nestle.................................................................................................................................7Product.........................................................................................................................................7Price.............................................................................................................................................7Place.............................................................................................................................................8Promotion....................................................................................................................................8Key issues of the Nestle...................................................................................................................9First challenge..............................................................................................................................9Second challenge.........................................................................................................................9Marketing strategies of the Nestle...................................................................................................9Marketing orientation of the Nestle...............................................................................................10Corporate Social Responsibilities of Nestle..................................................................................11Conclusion.....................................................................................................................................12References......................................................................................................................................132
Nestle MalaysiaIntroductionThe report focuses on basic understanding of marketing techniques performed by one of theprominent company named Nestle in Malaysia. It includes the several tools and techniques indeveloping a management of marketing operations. In order to analyse the management strategy,it must require appropriate interpretation of marketing management.Company AnalysisNestle is known for its bestselling and manufacturing products in a sector of food and beverage.The company headquarter is situated in Vevey, Switzerland. From the time when the year of1912, Nestle still holds a successful position in nurturing every Malaysians by its excellenceservices provided in its product (Urde,2009). The Nestle considered as a trademark by a name ofits products like Maggi, Nescafe and Kit Kat.The history of Nestle trace from a year of 1866. The Henri Nestlé, the Swiss chemist founded thecore theme of Nestle. He is considered as a founding father of Nestle Company and creator of theproduct called Farine Lactée Nestlé, a condensed milk for babies who were unable to havemother feed at the period of infant mortality in the 18thcentury. In the year of 1867,Henri Nestléimplemented a new idea to his own coat of arms as a logo in 1867. The meaning the tag line inNestle was little nestrepresented a concept of cherishing and caring, nourishment, security andfamily closeness. These characteristics are still considered as the guiding factor for the legacy ofthe Nestle Company as it achieves its assurance to 'Good Food, Good Life.'SWOTAnalysisThe marketing of Nestle Company analyses on the basis of its following strength, weaknesses,opportunity and threat (Moura,Brancoand Camoesas, 2015).Strengths of the Nestle CompanyMatchless research and development competency- The Company expended billions on itsResearch and Development in the year of 2015.3
Nestle MalaysiaPresence of strong geographical segmentation to regulate diversified market inmanufacturing and selling- The Nestlé Company regulates a highest selling of its productin approximate hundred and nine countries that is selling almost the whole world.Matchless assortment in product and brand– the Nestlé company portfolio is broaderthan any of its competitors in the market.Make a best Endeavour in providing sustainability in Environment– the Nestle puttingevery best possible measure to protect the realm of environment.Absolute Ownership on most of the identifiable products- theNestlé having an absoluteownership in its most and recognizable products like Nestlé, Nescafé, Maggi and Kit Kat.(Friesner,2011)Weaknesses of the Nestle CompanyThe company faces allegation in a matters like improper usage of water, bonded labourand practising of several corrupt activities.Memories of contaminated product like Maggi in India- In the year of 2014, the companydemolished a selling of adulterated Maggi noodle product in India. (Armstrong,2010).Opportunities of the Nestle CompanyStrong and correct marking specifying of any adulterated products- the researcher ofmarketing states thatbuyers usually purchase products by its clear description andaccurate labelling.Clearness in sourcing- nowadays the customer having more and more awareness infinding out the source of materials used in a product.Increasing number in trifling food start-ups- the food start-ups is a significant step toboost the products by attracting next or young generation in foods and drinks.Exploring markets especially in coffee and tea-.although the company considered as alargest coffee vendor, it still lack in significant brands in coffee and tea market.4
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