This report has evaluated and analyzed the international marketing management practices of the company Nestle. It has started with providing a clear picture of the company, such as its product portfolio, vision, mission, brands, values, and corporate business principles. It identifies the international marketing strategies that Nestle uses, which include the 7 Ps of marketing mix strategies and the STP marketing model.
The paper highlighted three issues the company faces in the international marketing environment. These include the political conditions and instability that create new laws, the economic conditions of the various countries and the social and cultural factors, using Nestle India's Maggi Noodles event in 2015 as an example. It also showed, that it depended on the localization approach and an acquisition strategy to expand and enter new international markets. While the best international entry methods for the company are joint ventures, foreign direct investment and wholly owned subsidiaries, applying the Porter Model and Ansoff Matrix together for selecting the international market entry and developing the strategy of entry successfully is also important.
Moreover, the report showed brand management through the CBBE model and applied it to the Cerelac brand category of Nestle Company. It also discussed how to develop the new brand strategy and apply it to the new Life Cuisine brand of the company. It also discussed the NDP process and its key strengths, which involve increasing the competitive advantage, quality, and value of the company, as well as its weaknesses, which include its complexity and risk, changes in the sourcing of ingredients, and shelf-life stability.
Furthermore, this study provided new international marketing strategy recommendations for expanding the business of Nestle in the international marketplace. After that, it devised an international marketing plan for launching a new food product at Nestle successfully. The plan showed how to implement the strategy from the first to the last step, involving timelines, key players, and actionable tasks.
Table of Contents
- Chapter 1: Introduction
- 1.1 The Nestle Company's Profile
- 1.2 The Nestle's Product Portfolio and Brands
- 1.3 The Nestle Company's Size
- 1.4 The Nestle Commitment to People, Society and the Planet
- 1.5 The Performance of Nestle Company
- 1.6 Marketing Management Practices of Nestle Company
- Chapter 2: Literature Review
- 2.1 The Current Issues that Impact on the International Marketing Environment of Nestle Company
- 2.1.1 Political Condition and Legislation
- 2.1.2 Economic Forces
- 2.1.3 The Social and Cultural Factors
- Chapter 3: Background Analysis
- 3.1 Marketing Approaches of Nestle in Local, National and Regional Marketplace
- 3.2 International Entry Methods of Nestle SA and its Benefits
- 3.2.1 Joint Ventures Method
- 3.2.2 Wholly Owned Subsidiary Method
- 3.2.3 Foreign Direct Investment Method
- 3.3 The Impact of the Changing Marketing Business Environment on Nestle SA Company
- 3.3.1 Micro Environmental Forces
- 3.3.2 Macro Environmental Forces
- Chapter 4: Application of Learning to Practice
- 4.1 Marketing Strategies
- 4.1.1 Overview of How to Select an International Market and Develop the Right Entry Strategy
- 4.1.2 Evaluation of the Most Suitable Models for Selecting the International Market Entry Methods
- 4.1.3 Analyzing Entry Market Criteria Strategies
- 4.2 Brand Management
- 4.2.1 Keller's Brand Equity Model
- 4.2.2 The CBBE Model of Nestle Company
- 4.2.3 Psychological and Sociological Factors Influencing Consumer Decision Making
- 4.2.4 A New Brand Strategy Development for Nestle Company
- 4.3 New Product Development (NPD)
- 4.3.1 The Strengths of New Food Product Development in Nestle Company
- 4.3.2 The Weaknesses of New Food Product Development in Nestle Company
- 4.3.3 International Marketing Strategy
- 4.3.4 International Marketing Plan
- Chapter 5: Recommendations and Conclusion
- 5.1 Recommendations
- 5.2 Conclusion
Objectives and Key Themes
This report aims to analyze Nestle's international marketing management practices. It examines Nestle's company profile, product portfolio, and market performance, exploring the impact of various environmental factors on its strategies. The report also investigates Nestle's international market entry methods and brand management techniques.
- Nestle's international marketing strategies and their effectiveness.
- The impact of political, economic, social, and cultural factors on Nestle's international marketing.
- Analysis of Nestle's brand management and new product development processes.
- Evaluation of different international market entry methods used by Nestle.
- Recommendations for improving Nestle's international marketing performance.
Chapter Summaries
Chapter 1: Introduction: This chapter provides an overview of the Nestle Company, including its profile, product portfolio, size, commitment to sustainability, and overall performance. It lays the groundwork for the subsequent chapters by introducing Nestle's marketing management practices and highlighting the scope of the report. The chapter establishes Nestle's significant presence in the global market, its diverse product range, and its stated dedication to social and environmental responsibility, setting the stage for a deeper exploration of the company's marketing strategies.
Chapter 2: Literature Review: This chapter reviews existing literature related to the international marketing environment and its impact on companies like Nestle. It examines political, economic, social, and cultural factors that influence Nestle's operations in various markets. The analysis of these factors provides a critical context for understanding the challenges and opportunities Nestle faces in its international marketing efforts, forming a foundation for the subsequent analysis of Nestle's specific strategies and practices.
Chapter 3: Background Analysis: This chapter delves into Nestle's marketing approaches across different market levels (local, national, and regional), focusing on its international entry methods, such as joint ventures, wholly owned subsidiaries, and foreign direct investment. It further analyzes the impact of micro and macro-environmental forces on Nestle's business. This chapter provides a comprehensive understanding of Nestle's strategic choices in navigating different market landscapes and adapting to evolving business conditions, demonstrating its flexibility and adaptability in a complex global environment.
Chapter 4: Application of Learning to Practice: This chapter applies theoretical marketing concepts to Nestle's practical experiences. It examines Nestle's marketing strategies, including international market selection, and evaluates different entry strategies utilizing frameworks like Porter's Five Forces and the Ansoff Matrix. A significant part of this chapter is dedicated to brand management, using Keller's Brand Equity Model and considering psychological and sociological factors influencing consumer decisions. Finally, it analyzes Nestle's new product development processes, highlighting both strengths and weaknesses within their international marketing plans. This chapter bridges theory and practice, offering a detailed examination of Nestle's approach to marketing in a global context.
Keywords
Nestle, international marketing management, brand management, market entry strategies, new product development, global marketing, consumer behavior, brand equity, competitive analysis, international business.
Frequently Asked Questions: Nestle's International Marketing Management
What is the overall focus of this report?
This report comprehensively analyzes Nestle's international marketing management practices. It examines various aspects of Nestle's operations, including its company profile, product portfolio, market performance, and the impact of environmental factors on its strategies. The report also delves into Nestle's international market entry methods and brand management techniques, offering recommendations for improvement.
What topics are covered in the report's chapters?
The report is structured into five chapters. Chapter 1 provides an introduction to Nestle, covering its profile, products, size, commitment to sustainability, and performance. Chapter 2 reviews relevant literature concerning the international marketing environment and its influence on Nestle. Chapter 3 analyzes Nestle's marketing approaches across different market levels and its international entry methods. Chapter 4 applies theoretical marketing concepts to Nestle's practices, examining its marketing strategies, brand management, and new product development. Chapter 5 concludes with recommendations and overall findings.
What specific aspects of Nestle's marketing are analyzed?
The report analyzes various aspects of Nestle's marketing, including its international marketing strategies and their effectiveness, the impact of PESTEL factors (political, economic, social, technological, environmental, legal) on its international marketing, its brand management and new product development processes, evaluation of different international market entry methods, and recommendations for improving its international marketing performance. Specific models like Keller's Brand Equity Model are also examined.
What are Nestle's key international market entry methods?
The report explores Nestle's use of several international market entry methods, including joint ventures, wholly owned subsidiaries, and foreign direct investment. The analysis considers the benefits and challenges associated with each approach.
How does the report address brand management?
The report dedicates significant attention to Nestle's brand management, utilizing frameworks like Keller's Brand Equity Model and considering the psychological and sociological factors influencing consumer decision-making. It also analyzes Nestle's brand equity and explores the development of a new brand strategy for the company.
What is the role of new product development (NPD) in the report?
The report analyzes Nestle's new product development (NPD) processes, identifying both strengths and weaknesses. It examines the international marketing strategy and plan related to NPD within the company.
What kind of recommendations are provided in the report?
The report concludes with recommendations aimed at improving Nestle's international marketing performance. While the specific recommendations are not detailed in this preview, they are based on the comprehensive analysis conducted throughout the report.
What keywords describe the report's content?
Keywords associated with the report include Nestle, international marketing management, brand management, market entry strategies, new product development, global marketing, consumer behavior, brand equity, competitive analysis, and international business.
What is the target audience of this report?
The target audience for this report appears to be academic, focused on research and analysis of international marketing strategies within the context of a case study on Nestle.
- Quote paper
- Ali Al Ghail (Author), 2022, Nestle's Practices in the International Marketing Management, Munich, GRIN Verlag, https://www.grin.com/document/1355321
