When talking about instant coffee, most people may think about the brand from Nestlé which is Nescafe. Most Malaysians have also grown up drinking Milo (Brand from Nestlé). In addition, the products like Kit Kat (Chocolate biscuit), Drumstick (Ice cream), as well as Koko Krunch (Breakfast cereal) that Malaysians were familiar with were also come from Nestlé. Nestlé was founded by Henri Nestle in 1867 and has more than 500 factories around the world, making it the world's largest food manufacturer. This is exactly the reason of our group to choose Nestle as the Company of the report. Our group were curious about how Nestle has survived in this commercially competitive world for nearly 154 years, and how to engrave its products in the mind of consumers.
Nestlé is a Swiss multinational food and beverage company. It headquartered is in Vevey on Lake Geneva, Switzerland. The company began to produce baby food and later, it was famous for producing chocolate bars and instant coffee. Other products include dairy products, breakfast cereals, candy, bottled water, ice cream, pet food, etc. Henri Nestle named the brand after his own name. In addition, its name has the meaning of "settling down comfortably" and "snuggle" in English. Due to the specific meaning of its name, it is naturally associated with the same word "Nest" in English, using the Nestlé logo as the brand image, which in turn will connect people to the baby to be fed, the loving mother and the healthy and nutritious Nestle product.
Furthermore, compared with the system, Nestlé pays more attention to people, products and brands. The company pays particular attention to the well-being of employees and consumers. Moreover, the cultural values that Nestlé adheres to are derived from Switzerland and maintain the unique and dynamic nature of the company. Several of these values include taking the long-term development of the business as the core, and at the same time not forgetting to continue to create good performance for shareholders; serving their consumers by constantly challenging themselves to achieve the highest levels of quality for their products and never compromising on their safety standards; commitment to a strong work ethic, integrity and honesty, as well as compliance with applicable laws and Nestlé principles, policies and standards, etc.
Moreover, Nestlé’s strength in SWOT analysis is it is ranked No. 64 on the Fortune Global 500 in 2017 which is a world-renowned brand. In addition, Nestlé has a broad product portfolio with more than 8,000 brands under its name, including beverages such as coffee and mineral water, breakfast cereals, soups and sauces. Under each product category, Nestlé has a rich product portfolio that can meet the different needs of consumers. In addition, the weakness of Nestlé in SWOT analysis is the Maggi controversy. In India, Maggi was recently banned because it was found to contain harmful additives. This affected the brand name of Nestlé and the grand occasion of Maggi.
Lastly, the opportunity for Nestlé in the SWOT analysis is a strategic alliance. Nestlé has established partnerships with many major companies such as Coca-Cola, which has opened the door to opportunities for the company. Besides, it is one of the major shareholders of the world’s largest cosmetics L’Oréal. Therefore, cooperation with other food giants will help the company to further develop. In addition, the threat of Nestlé's in SWOT analysis marketing strategy is market competition. As the number of local and national participant increases, it becomes very difficult for the company to compete uniquely. In addition, counterfeit products will destroy their brand image in the market.
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