Nestle Business Policy

7372 Words Nov 15th, 2012 30 Pages
Group members:
AberAhmed
Alice Chen YuXin
Bong Kern Yih
DongHyunKim
Edward Setyadarma
Salman Kamani

Executive Summary
Nestlé is currently the biggest food and beverages (F&B) company in the world. The company has a long-standing history of 140 years and a business portfolio comprising of more than 140 brands under the umbrella of Nestlé. One of Nestlé’s cash cow product lines is the ice cream. Popular household ice cream brands under Nestlé include Häagen-Dazs, Movenpick and Dreyer’s.
Nestlé acquired its financial prowess and brand equity from a few sources. Firstly, Nestlé possesses an unmatched R&D capability enabling them to research on new ice cream products to satisfy consumers’ needs and retain their loyalty.
…show more content…
With 461 operations in 83 countries and a workforce of around 330,000 people in over 150 countries, Nestlé’s sales reached almost CHF 83.7 billion (USD 88.6 billion), and trading operating profit of CHF 12.5 billion (USD 13.2 billion) in 2011 (Nestlé, 2011).
In 1905, the Anglo-Swiss Condensed Milk Company, a fierce competitor for about 20 years, merged with Nestlé to form the Nestlé and Anglo-Swiss Milk Company, adding a 2nd product into Nestlé’s arsenal. As time passed, Nestlé has grown to include chocolates, soups, coffee, cereals yoghurts, frozen products, mineral water and other various food products. Moreover, from the 1970’s, Nestlé has ventured into other industries, adding pet food, pharmaceutical products as well as cosmetics to its business portfolio.
Nestlé markets a variety of products under numerous brand names other than its own. However, all products share one feature: high quality that has made Nestlé renowned throughout the whole world. Nestlé’s products grow through innovation and renovation whilst still maintaining a balance in terms of geographic activities and product lines. Regardless of any obstacles, bringing the best and most relevant products to its customers is one of the company’s top priorities.

General Environment Analysis
Demographic
Aging population, declining birth rates— The changing structure of the population around the
Open Document