Strategic Marketing of Nestle Global: Consumer Behaviour, Marketing Audit, and Objectives

Running head: STRATEGIC MARKETING OF NESTLE GLOBAL
Strategic Marketing of Nestle Global
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1STRATEGIC MARKETING OF NESTLE GLOBAL
Executive Summary
The primary purpose of the report is to discuss about the consumer behaviour and the process
of decision making in relation to Nestle Global. The report throws light on the macro
environment along with the microenvironment pertaining to Nestle Global. The report also
elaborates on the tools along with the techniques that can help in assessing current situation
of Nestle Global. The report also discusses about the marketing objectives of the company
and the role that is played by marketing in achieving the objectives of Nestle Global.

2STRATEGIC MARKETING OF NESTLE GLOBAL
Table of Contents
Introduction................................................................................................................................3
Consumer Behaviour..................................................................................................................3
Marketing audit..........................................................................................................................5
Situation Analysis......................................................................................................................8
Marketing objectives..................................................................................................................9
Conclusion................................................................................................................................10
References................................................................................................................................11

3STRATEGIC MARKETING OF NESTLE GLOBAL
Introduction
Nestle is the name of a Swiss transnational food along with the drink company that
has headquarters in Switzerland (Nestle.com 2019). It can be said to be largest food
company within the world on the basis of revenues and the other metrics. The products of the
company are baby food, cereals, dairy products, snacks, frozen food along with the ice cream.
The company began in the year 1866 along with foundation of that of Anglo-Swiss
Condensed Milk Company. Henri Nestle was able to develop the infant food in the year 1867
and later on the company merged with the Anglo-Swiss to become the Nestle Group. The
primary purpose of this report is to talk about the dairy products of the company. The report
throws light on the consumer behaviour and the decision making in relation to the company.
The report also analyses microenvironment of the company by making use of the PEST
framework. The report discusses about the factors that are significant for the organization and
the factors that can pose threat for the organization. The report also discusses about the
marketing strategy of the company in relation to the objectives of the organization. The report
also elaborates on the marketing objectives of company and the role that marketing can play
in meeting the objectives.
Consumer Behaviour
Market segmentation refers to group of the people who have the similar kind of
interest in relation to a particular brand. The different kinds of customer segments of the
organization are the people belonging to the age group of 4-18 who consume the dairy
products so that they can maintain their health. Nestle has a luxury brand name and so it
caters to the segment that is affluent in relation to the income. The customer segments of the
popular brand are the students, sports enthusiasts, working professionals, health enthusiasts
and the athletes. These segments consume the milk so that they can stay healthy that can help