Strategic Marketing Management of Nestle Global

Running head: STRATEGIC MARKETING MANAGEMENT OF NESTLE GLOBAL
STRATEGIC MARKETING MANAGEMENT OF NESTLE GLOBAL
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1STRATEGIC MARKETING MANAGEMENT OF NESTLE GLOBAL
Executive Summary
The chief purpose of this report is to confer about the buyer’s attitude and the conclusion
building procedure in connection to Nestle Global in India. The report mainly discusses the
macro environment as well as micro environment relating to Nestle Global in India. This
report also takes into account the frameworks as well as the approaches which can assist in
examining the present situations of Nestle Global in India. In this report, a thorough
examination will be done on the marketing plans as per the objectives of the organization and
accordingly the part played by the company in attaining the goals.

2STRATEGIC MARKETING MANAGEMENT OF NESTLE GLOBAL
Table of Contents
Introduction................................................................................................................................3
Marketing Environment.............................................................................................................4
SWOT Analysis.....................................................................................................................4
PESTLE Analysis...................................................................................................................8
PORTER’S 5 Forces............................................................................................................10
Positioning and Targeting........................................................................................................12
4 C Concept..........................................................................................................................15
Strategies for Growth and Marketing Objectives.....................................................................17
BCG Matrix..........................................................................................................................17
Ansoff Matrix.......................................................................................................................18
The Marketing Mix..................................................................................................................19
Budget, Measurement and Control..........................................................................................20
Conclusion................................................................................................................................22

3STRATEGIC MARKETING MANAGEMENT OF NESTLE GLOBAL
Introduction
In this report, our discussion will be on Nestle Global, one of the premium and old
multinational organization, which can be said as a household name. The report will analyze
the entire marketing plan which will use various strategy models like BCG Matrix, Porter’s
Generic Strategy, SWOT and PESTLE analysis as well as taking 7P and 4C to analyze the
positioning statement and marketing mix of the company. In the marketing plan the
discussion will support the organizational objectives, demonstrates the understanding of the
stakeholder needs and will help to show consideration of external and internal environment,
which will help to outline the plan to be evaluated.
Nestle, a multinational enterprise from Switzerland specialized in making food and
drink, has headquarter in Vevey, Vaud in Switzerland. It can be termed as the biggest food
company in the world in terms of credits and the other metrics. The products include food for
babies, edible grains, dairy commodities, refreshments, chilled food along with the ice cream,
pet foods and so on. The company started in 1866 as Anglo-Swiss Condensed Milk
Company. Henri Nestle had manufactured baby food in 1867 and afterwards, the company
combined with the Anglo-Swiss organization to become the Nestle Group of today. There are
over 300,000 lakh employees in the company which operates in 189 countries and has 447
factories, contributing in the revenue of CHF 92 billion. The chief intention of this report is to
discuss the company’s dairy commodities. In relation to Nestle Global, the report will discuss
on the whole marketing plan as well as the decision making. The report also examines micro
as well as macro environment of the company by using the PESTLE structure. The report
discusses about the important as well as the threatening factors to the company. This report
also focuses on the marketing strategy of Nestle in India in relationship to the goals of the
organization and the part that marketing can play in fulfilling the objectives.

4STRATEGIC MARKETING MANAGEMENT OF NESTLE GLOBAL
Marketing Environment
SWOT Analysis
Fast-moving consumer goods (FMCG) or consumer packaged goods (CPG) are cost
effective and sold at a fast rate in market. FMCG have a brief counter life, either because of
huge interest from consumer or fast deterioration of the product. SWOT analysis is a
marketing tool which helps to review the micro environment of the company which in turn
finds the strong and weak points of Nestle India and the chances and dangers the company
must focus over an adjustment of Nestlé’s strengths to such powers. A SWOT analysis is
performed to allow a demonstration of the resources and competencies of a company, which
can be adjusted in future to provide competitive advantage (Armstrong et al. 2015).
INTERNAL FACTORS
STRENGTHS WEAKNESSES
World renowned brand Controversy relating with Maggi
Extensive distribution system Brand architecture
Broad Product portfolio Legal & consumer issues
Large workforce
R & D centers
Brand equity
OPPORTUNITIES THREATS
Healthy breakfast Competition in the market
Expanding market Price of commodities
Increasing Income levels Buyers power
Strategic Alliances

5STRATEGIC MARKETING MANAGEMENT OF NESTLE GLOBAL
Concentrating more on R & D to handle
ethical issues
EXTERNAL FACTORS
Figure 1.1: SWOT Analysis of NESTLE India
Source: Created by the Author
Strengths: Factors which help to build or enhance the business, are discussed below:
World famous brand: Nestle is listed in Fortune 500 Company and the largest
food company globally measured in terms of revenue. Nestle India does exclusive branding
of their various products or brands which helps the company to create consciousness about
their different categories of brands in the marketplace. This also helps them to held on the
brand image, because if a branded product like Maggi is concerned, which was actually
affected in India, it does not have less or nothing on the sale of Coffee or Tea or other
products of the company.
Extensive distribution system: The various and varied product portfolio of Nestle
has successfully cracked not only the urban market, but the rural market as well. The
distribution methods are suitable for the locality as well and disintegration in logistics and
supply chain, including road side vendors, movable street markets, door-to-door sellers &
pharmaceutical shops has aided the organization to make their products seeable in the
marketplace.
Broad Product portfolio: Nestle Global has above 8000 products under its brand
which includes beverage products like coffee, mineral water, breakfast cereals, soups and
sauces, and many more. Nestle have deep variety of products under each category to fulfill
the various desires & wants of the buyers, according to their tastes and preferences.