Nestle Market Plan.docx
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Nestle Market Plan.docx
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NestleMarketPlan
MarketingplanonNestle
Introduction
Internationalmarketingreferstothatgoodsandservicesoverintoanationalconsumerorusersofthehandprocess,Inotherwords,theInternationalmarketmarketingisakindofacrossnationalbordersandthemanagementprocess,Thesocialenterprisethroughtheplan,pricingpromotionandguide,createtheproductandvalueandintheInternationalmarket,tomeetmanyexchangetheconsumer'sneedsandprofitofactivities.(Shaw,Onkvisit,1988,“Internationalmarketing:
analysisandstrategy”)
Theinternationalmarketinghavemanyvalues,thefirstisitcanspeeduptheeconomyconstruction,Allcountriesintheworld,theireconomyandtechnologydevelopmentisnotbalanced,especiallyintoday’sscientificandtechnicalheightdevelopment,Sowecancertaintosaidthatanyonecountryintheworldcan’thavealltheresources,Thesecondisthroughtheinternationalmarketingthecompanycanexpandproductsales,allcompanywanttodevelopinginternationalmarketmarketingactively,wanttodevelopmoremarketingfield,orsearchmoreextensivemarkettoexpandproductsales.Theinternationalmarketingcanhelpcompanygetmoreprofitandmoredevelopspace,Thethirdistheinternationalmarketingcanhelpcompanyavoidbusinessrisk,exploretheinternationalmarketactivelycanseekfavorablemarketopportunity,andtosomeextent,itcanavoiddomesticmarketsaturationandcompetition.
CompanyandProductReview
Insomecountryandareas,youmusthaveseenthetrademark"thebird'snestoflove".AndthisisNestle,apopularizedworldwideenterprise.Thetrademarkjustlikethemotherbirdfeedingtheirbirdsofthescreen,andsymbolizethecompany’sspiritofsafety,responsibility,warm,maternallove,naturalandfamilyofcareemotions.
NestlewasestablishedbyHenriNestlein1867,theheadquartersinGeneva,Switzerland,whichistheworld'slargestfoodmanufacturers.NestlewasinitiallybasedonbabyfoodproductionIn2005,Nestlecompanyhasmorethan500factoriesand250000employees,withthetotalsalesupto91billionSwissfrancs.TheNestlehasgraduallyfromababyfoodproductionworkshopofruraldevelopmentintotheworld'sleadingfoodcompanies.()
WecanuseSWOTAnalysistoanalysesNestleCompany.First,theSWOTAnalysisisthemethodsofenterpriseinternalanalysis,thatistosay,basedonitsownestablishedinternalconditionsareanalyzed,andfindouttheadvantagesanddisadvantagesofenterprise.The“S”isStrengths;itsrepentantinternalcapabilitiesthatmayhelpacompanyreachitsobjectives.The“W”,justWeaknesses,itmeansinternallimitationthatmayinterferewithacompany’sabilitytoachieveitsobjectives.The“O”isOpportunities,theexternalfactorsthatthecompanymaybeabletoexploittoitsadvantage,andthelastoneis“T”,itmeansThreats,andthedetailiscurrentandemergingexternalfactorsthatmaychallengethecompanyperformance.(Bermann,2007,WTOLawandDevelopingCountries).InNestleCompany,the“S”isthecompanyhasagoodbrandawarenessandhighreputation,andthecommodity’snameisalsogood,andthequalityofcoffeeisalsogood.AndNestlehashighvisibility,theproduct’supdatesfasterandtheresearchanddevelopmentabilityisstrong.the“W”inNestleismaybetheproductstosingletoconsumer,Thebrandimageisnotclear,thetasteofthecoffeethanpartiallight,Asaglobalbrand,mostofthechannelisnotperfect,andthe“O”isinsomecountry,forexample,inchina,thedrinkwaterisworsethanbefore,andmoreandmoreChinesepeoplehasgreatpressure,soIthinkmaybethebottledwaterandcoffeehasagoodprospect.Theadvancedproductiontechnologycanreducecosts.Thelastoneis“T”,theNestlehavelotsofCompetitorsandmostofthemarestrong,justlikeKraftcoffee.Andlocalteabeveragemarketshareisstillbig.Therehavebeennewproductstoenterthemarket,Nestlestillhavesomecompetition.
BostonMatrix(BCGMatrix)()isaportfolioplanningmodeldevelopedbyBruceHendersonoftheBostonConsultingGroupintheearly1970’s.Itisbasedontheobservationthatacompany’sbusinessunitscanbeclassifiedintofourcategoriesCashCows,Stars,QuestionMarks,andDogs.SotheNestlefindcoffeeisbetterforthemtogetprofit,thestarsproductofNestlehascoffee,milk,beverageandsoon.
4Psisreferto“Price”,“promotion”,“produce”,“place”,(McCarthy,1960,Marketing)Wetakethe“Produce”foranalyze,thecoffeetastegood,andthepackageiseasyforconsumestodrink,thecoffeehaveFillingready-to-drinkpackageandBagpackage,besides,thecoffeeadvertisingistrulyandhasgreatinfluenceforconsumer,For“price”,wecanseethepriceisreasonable,consumerareeasytoaccept.The“promotion”,inthesupermarket,wealwaysseethecoffeepromotion,sothebrandawarenesscaneasygetintoconsumer’sheart.Thelastoneis“place”,insomeInternetcaféandstores,youngpeoplealwaysliketochoicecoffee.
Insomeconsumer’view,theinternationalbrandshouldmeanswhentravelerswenttosomecountry,theycanfindsameproductintheirowncountry,Infact,Nestleistheproductthatpeoplecanseeeverywhere,sotheapprovalofconsumerisgreatthanbefore.AlthoughpeoplecanseeNestlecoffeeeverywhere,buttheactualcompositionandtastearetotallydifferent,Nestlecanaccorddifferentcountriestochangethetastesothatitcanbeacceptedbymorepeople.
2.2company’sstrategy
ItisimportantforNestletofocusonitsgrowtheffortsontheemergingmarkets.Nestlerealizedthatitfacedsignificantchallengesinmaintainingitsgrowthratein1990s.AndwecansaythatduetosaturationandincreasedcompetitionintheEuropeanandNorthAmericanmarkets,competitioncangivecompanymorepressurebutitalsocanbringchallengeandprofit,WhenNestlefacedthesignificantchallenges,theychangetheirstrategyquickly,sothatNestlecanadaptmoreconsumerandsocial’sneed.Inthatcasa,Nestlecandevelopthemaccurately.
2.3MarketingEnvironmentanalyze
TheMarketingEnvironmentmeansalltheactorsandforcesinfluencingthecompany’sabilitytotransactbusinesseffectivelywithitstargetmarket.Itisincludes:
thefirstisMicroenvironment,itforcesclosetothecompanythataffectsitsabilitytoseveritscustomers,andthesecondisMicroenvironment,thelargesocialforcesthataffectthewholemicroenvironment.(
Microenvironmentmarketanalysis,Thewholeworldcoffeeinthetradevolumeofabout$140billion,andtheUnitedStates,Brazil,Germany,JapanandItaly'slargestconsumer.China’stradevolumeis30000tonsayear,about6billionYuan.The20000tonsof30000tonsofinstantcoffeeistherawmaterial,thebrewedcoffeeconsumptionof10000tons.Fromthetrend,China’scoffeeindustryisincreasingquickly,thenextthreetofiveyears,chinaislikelytoincreasetradevolume,andannualtradecanreach18billionYuanto20billionYuan.Accordingtotheeconomistsestimate,thenext10years,Chinawillbecometheworld'slargestinternationalcoffeemarket,ifoneofChinesepeopledrinkacupofcoffeeevery,thecoffeebeanmarketwillreach$50billion,thewholeindustrychainproducewillincreasefast,Thecoffeeindustrywillbecometheemergingsunriseindustry.
Microscopicmarketenvironmentanalysis,Accordingtothepresentthecoffeemarket,Nestlecompetitionismainly"Maxwell""Brown"Mocha",”Mocha”ischeapthanotherbrand.And“Maxwell”,“Brown”isexpensivethanNestle.ThereasonwhytheirpriceishigherthanNestleistheywanttodistinguishwithNestle.Theyalldividedthemarketshare.
InChina,moreandmorepeoplebegantodrinkcoffee,especiallytheyoungpeople,othespeedofdomesticproductionisfasterthanbefore,andthepublicandmediabegantoconcernforcoffee.TheNestlecoffeemainlyselectedthesuperiorandhighqualityrawmaterials,andaddscoffeemateliquorsandtastegood.Solotsofpeoplelikeit.
1.4BrandStrategy
ThebrandstrategyincludesNestlehavesomemarketingprinciples,background,andthemaincharacteristicsofthebrandstrategyofsomeofthedetails.Thesemainfeaturesinclude:
brandpersonality,expectations,andbrandimage,othertwofiledesignofvisualcharacteristics,andthedevelopmentofbranduse.Inordertorealizetheconsistencyofthebrandcommunication,Nestleearlierdecidedtoreducethecostintheworldofadvertisingagencies.Now,thecompanyonlyhasfiveagencies,respectivelyisMcCain,JWT,pubilis-FCB,Ogilvyandspiritpuma,Allofthemhaveformainternationaladvertisingagencynetwork.Theheadquartersofeachstrategyfornestleformulatedthepriorityofthebrandadvertisingagencies.TheNestlecoffeefirstpriorityisMcCainandJWT,Branchesfromtheseagenciescanmaketheirownchoice.TheactualshowthatifNestlecentralizedmoreadvertisingservice,theeffectwillbemoresatisfactory
2.5AdvertiseonNestle
Nescafe,thenamecangivepeopleakindofclearimpression,anditalsocanrelievestressandpressure,Nescafecangivepeopleakindofsweetfeeling.NestlecoffeeinChinaadvertisingstrategycanbedividedintotwostages,firstbyearly"Ittastesgood"simplesloganfortheworld,thatistosaidChinesepeoplebegantotastetheintroductionofwestern"flavor"ofthat,formanyyoungpeople,theythinkdrinkcoffeeisfashiontrends."Ittastesgood"movementhascontinuedformanyyears.AlthoughtheADcreativerenovationmanytimes,butsloganremainedunchanged.Itisalmostasuccessfulexampleofadvertise.Recently,nestlecoffeelaunchedanewve
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