Macro-Environment, Target Customer, Perceptual Maps, Growth Strategies and Buyer Behaviour of Nestle's Vegan KitKat

Marketing

CONTENTS
QUESTION – 1 (MACRO-ENVIRONMENT).........................................................................1
QUESTION – 2 (THE TARGET CUSTOMER).......................................................................2
QUESTION – 3 (PERCEPTUAL MAPS).................................................................................3
QUESTION – 4 (GRWOTH STRATEGIES)............................................................................5
QUESTION – 5 (BUYER BEHAVIOUR)................................................................................6
REFERENCES...........................................................................................................................8

QUESTION – 1 (MACRO-ENVIRONMENT)
Nestle has its operations across the world and for comprehending the business
environment in which they operate, it is important to carry out external or macro analysis
which are beyond the control of the company. After so much of anticipations, the company is
launching a new plant based vegan KitKat. This new product is being developed by the
chocolate experts at the confectionery research and development of the brand at UK (KitKat,
2021). All this has led to the evolution of great testing vegan KitKat. There are different
external factors of the macro-environment which might impact or support the growth of the
business and these are being elaborated below:
 Political factor – Talking in relation with the political factors, Nestle which is a
multinational brand operates in varied nations of the world and therefore, there are
different political factors which might impact the day to day operation of the firm. It
is quite important for the firm to carry out a task of keeping a record of different
alterations being done in different policies concerning to taxation, environmental
rules, import and export and political conditions in different nations. The changes in
these factors sometimes considered as favourable to the company however many a
times it results as major bottlenecks in production in specified nations (Campbell,
2015).
 Social-cultural factor – Nestle is a big company operating in 190 nations of the world
and when such a big firm operates on such a wide scale it might get impacted by even
the slenderest alteration in the trend by the consumers. With the rising number of
consumers which are more concerned towards the health, the firm has started working
on the products such as saturated fats, sodium and low sugar. Further, the progress of
the KitKat V will be majorly relied on the capability for anticipating the requirements
of the clients and being in a position to provide high quality, innovative, relevant as
well as competitive product. The needs of the people changes, for example, people are
now demanding custom made chocolate and this might impact the sales of the
company.
 Economic factors – One of the major challenge that might come across in the
production of KitKat V is the affordability being one of the most important factor as
offering quality foods for all in the market in which the prices of the raw-materials
keep on changing because of different political along with environmental factors. The
cost of raw-materials is increasing at a tremendous pace, with further unrest amid
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