It sources coffee, milk, technology products, and packaging materials from suppliers. According to Lasserre (2012), country specific cultural values influence managerial values and assumptions in an organisation. Hence, Nestlé’s shift from “decentralized units of R&D to few large resource-intensive centres.” As a result of its R&D centralization, Nestlé was able to reinvigorate old brands; an example was finding multiple uses of the Nesquik brand from not only being a powder but to also present it as syrup and into ready to drink varieties. Consequently Brabeck made the strategic decision of initiating the GLOBE system. Registered office: Venture House, Cross Street, Arnold, Nottingham, Nottinghamshire, NG5 7PJ. The detailed competitor analysis is highly important for the development of Nestle Marketing Strategy. Vittel and Friskies. Nevertheless, portfolio analysis could help Nestlé strengthen its competitive position and market share. "Nestlé Entreprise Under Strategic Analysis." According to Hill and Hill (2009), this type of model has the capability of reinforcing a company’s competitive advantage as it is able to overcome barriers to integration, better respond to delivery speed, simplify sharing of information and reduce costs of production (Bell and Shelman, 2009). Therefore, in order to maintain a strong position, Nestlé should carry on with mergers and acquisitions as well as growing internally. ensure the integrity of our platform while keeping your private information safe. One such strategic option proposed in this paper is low-cost leadership. However, due to Nestlé’s realisation of “consumers being increasingly aware of the link between food, health and personal wellbeing”, there has been more of a shift away from a technology and processing-driven image towards health and wellness (Bell and Shelman 2009). Therefore, few smaller entrants succeed in this industry; hence, the threat of new entrants in this industry is low. In order to … Nestlé’s external environment is characterised by an intense competitive rivalry that threatens its profitability. The aim of utilising this strategic option is to distinguish a firm’s products from those of competitors and develop a unique brand reputation (Doole, Lowe & Kenyon, 2016). The world’s leading FMCG Company is using different strategies in different markets. Lastly, Nestle used product development to introduce new products such as Buitoni, Carnation, and Kit Kat to grow within its existing market of food, powdered drinks and confectionary. "Nestlé Entreprise Under Strategic Analysis." Nestlé regularly revisits its capital structure to reflect changing market conditions and strategic priorities. We're here to answer any questions you have about our services. Nestlé should teach its people to move from a management style of taking control and matters into their own hands to a style of sharing control and producing decisions globally and collectively. The purpose of this report is to clearly apply strategic concepts and analysis to Nestlé S.A. and its industry . – Democratic leadership style: managers are given autonomy to take decisions. Moreover, making the same products available in every market might not be adapted to the needs of every customer in terms of tastes, preferences and nutritional value so Nestlé should make sure at least every different product are tailored to the needs of every different market. Wright, RP, Paroutis, SE & Blettner, DP 2013 How useful are the strategic tools we teach in business schools?’, Journal of Management Studies, vol. According to Christopher (2005), companies such as Nestle seek to spread geographically, whilst reducing costs through economies of scale by prioritising manufacturing and operational processes. In fact, Nestlé has already implemented this approach in the past with several products by introducing some nutritional improvements. This is referred to as their “milk district model” which allows farmers to supply milk to the company directly and in exchange Nestle provides its resources and know-how, such as providing storage and chilling facilities (Nestle, 2012). He argues that this would enable Nestlé to start managing its operations globally instead of adapting to every market. The framework will help inform funding decisions to strengthen product features – quality and nutritional value – to reduce consumers’ propensity to substitute. According to Ansoff (1965), market development is the introduction of existing products into new markets. However, the current players have reported good performance in this industry with significant market shares. Specifically, by leveraging on its core competencies (product knowledge, distribution channels, factory network, etc. Nestlé is a massive company with ties to 194 countries. It is structured in four main sections. Lasserre (2012) suggests that organizations such as Nestlé could be trying to gain a critical mass advantage. Initiating a common technology infrastructure/ a comprehensive information system named the GLOBE. Since rival firms compete on the price, cost reduction and diversification into a small, profitable niche, e.g., specialty coffee, will allow this firm to grow its market share. What’s your deadline? The company is structured through 43 regional organisations reporting to directors of three geographic zones (zone Europe, Asia/Oceania/Africa and zone Americas). By changing to a more centralized and global management style some internal resistance from the people can emerge. By applying both strategies, the company would be able to spread its corporate risk and share its costs as its return on capital employed still continues to generate profits for the company. You can use them for inspiration, an insight into a particular topic, a handy source of reference, or even just as a template of a certain type of paper. The company should also revaluate its SWOT analysis in terms of switching its vision to ‘Health, Nutrition and Wellness’. This was by shifting away from small decentralized units set up globally to limited large “resource-intensive” centres. Nestle recognised that for it to sustain its competitive advantage it needed to establish a global technological platform to capture data, manage information and create knowledge (Bell and Shelman, 2009). In fact, Nestlé focused on reducing fat and calories as well as incorporating healthy and natural ingredients into a wide range of products. A key strategy in Nestle products and services is Subcontracting (also known as co-manufacturing & co-packing or contract- manufacturing & contract-packing)/ Outsourcing. Hitt, M, Ireland, RD, & Hoskisson, RE 2017, Strategic management: concepts and cases: competitiveness and globalization, 12th edn, South–Western College Publishing, Cincinnati, OH. Although global diversification is linked to improved market share and competitive positioning, it is also associated with a decline in firm value and increased exposure to international market shocks (Chang, Kogut & Yang 2016). Therefore, it is safe to assume that Nestlé’s current strategy is competitively sustainable in the present however it remains to be seen if it can be successful in the future with its new vision . Professor April 21, 2010 Introduction: Assignment #1 – Nestle: Sustaining Growth in Mature Markets This case study provides a brief overview of strategies for … In the next part, business-level strategic proposals for Nestlé are described followed by a conclusion summarising the findings and suggestions. All work is written to order. Continued sales growth will enable Nestlé to achieve economies of scale, and thus, increase its profits. A good example would be the fact that the Globe system allowed for a synchronization of data leading to an improvement in order fulfilment between manufacturers and retailers. Moreover, to enhance the reliability of its suppliers, Nestlé implemented a strategy of forming partnerships with its suppliers by creating direct links with them and providing them with support and technical advice. Reducing unnecessary costs in Nestlé’s SBUs will result in lower prices relative to those of rival firms. Differentiated targeting strategy is what helping the company in targeting the homogeneous set of customers (i.e. It has a high level of technology (23 Product Technology Centres), and a network of experts around the world. Firms use business-level strategic options to create consumer value and acquire competitive gains by leveraging on core capabilities or specific products (Hitt, Ireland & Hoskisson 2017). VAT Registration No: 842417633. Looking for a flexible role? 11-22. Multiple business-level strategies are available to Nestlé that could enable it realise its corporate-level goals. Introducing new distribution channels for some brands (e.g. Greater vertical integration with farmers or partners can fortify its supply network and reduce supplier power. 2, pp. Furthermore, the relationship between Nestle and L’Oreal developed further when they created two joint-ventures: Galderma and Laboratories Inneov. Free resources to assist you with your university studies! [BUMGT 3702 STRATEGIC MANAGEMENT] September 24, 2012Nestlé Company 189.2.4 Firm InfrastructureThe Nestlé Report provides a fact based analysis of how, over time, their manufacturingplants have helped to create large, skilled labour forces in rural areas and educate the peoplewho supply them, as well as build an important infrastructure such as roads and watertreatment … Despite having some slow growth periods due … The Strategy: Nestlé’s Priorities It aims to offer consumers portfolio of products that offer good nutrition, delight to senses, enhance the quality of life and at the same time contribute to a healthier planet. -About half of the factories are in developing countries/ production for the local market. Matzler, K, Bailom, F & Kohler, T 2013, ‘Business model innovation: coffee triumphs for Nespresso’, Journal of Business Strategy, vol. However, they may reduce the quality of the products because of using lower quality raw materials. Madsen, DO 2017, ‘Not dead yet: the rise, fall and persistence of the BCG matrix’, Problems and Perspectives in Management, vol. The implementation of this approach may differ across countries due to the cross-cultural differences between countries. They include directional growth strategies and portfolio analysis. This was done in order to ameliorate the company’s performance and market orientation (Bell and Shelman, 2009). 50, no. Nestlé vision is to meet the various needs of the consumer everyday by marketing and selling foods of a consistently high quality. Registered Data Controller No: Z1821391. – Unwritten culture – strong personal culture (Bell and Shelman, 2009, p. 8). In order to utilise its current resources, and take advantage of the market opportunities created by Milo and Nescafe, Nestle developed new brands such as Nesquik and Nespresso (Bell and Shelman, 2009). Therefore, knowledge sharing has the potential to play a big role in helping Nestlé maintain its competitive advantage. Analysis of Nestlé. Its objective is to offer tasty and healthier food choices conveniently to consumers. In exhibit 8 it can be seen that these products do not deliver growth to the company yet in exhibit 9 they seem to have a higher market share. PESTLE analysis is important in strategic management. These factors are described below using Nestlé as a case study. 15, no. Source: PepsiCo SWOT analysis Nestlé’s R&D capabiliti… In terms of implementing a culture of sharing, it can be assumed that Asian countries would respond more positively to the change than western countries. Situational Analysis The present scenario of Nestle in the term numerous factors are as follow ... Channel used Nestle’s Strategic Marketing Plan 4. A comparison of corporate strategy options proposed by Wheelen et al. You are free to use it for research and reference purposes in order to write your own paper; however, you must. It could be argued also that better branding is linked to its vision of moving from a food and beverage company to a wellness, health and nutrition company. 2014). 1). However, using the McKinsey 7s framework, many issues can be foreseen as seen on the table below. However, a cost leadership strategy has limitations, such as potential imitation by competitors and the possibility of strategy-consumer taste mismatch (Kim & Wang 2014). Additionally, Nestlé acquired more brands consistent with its presence in the water and pet foods market: e.g. To export a reference to this article please select a referencing stye below: If you are the original writer of this essay and no longer wish to have your work published on UKEssays.com then please: Our academic writing and marking services can help you! Academia.edu is a platform for academics to share research papers. December 16, 2020. https://ivypanda.com/essays/nestl-entreprise-under-strategic-analysis/. Secondly, Nestlé’s current strategy was focused on renovating and innovating its product line through reorganizing its R&D. This can be seen throughout the 1900’s as Nestle invests in its value chain by: opening processing plants within the U.S., Britain, Germany and Spain; manufacturing in Australia; warehouses in Singapore, Hong Kong and Bombay; and factories in the U.S. and Brazil (Bell and Shelman 2009) (See Nestlé’s value chain). 16 December. Therefore, the threat of substitutes is significant in this market. ANALYSIS OF NESTLÉ STRATEGIES BUSINESS STRATEGY Conglomerated diversification strategy Nestlé has set up a diversification strategy developing a large products portfolio in many fields Offering the best tasting, healthiest choices across a wide range of food and beverages, from morning to night Its portfolio covers almost every food and beverage category: milk and dairy … 2, pp. Study for free with our range of university lectures! 60% of materials purchases from emerging economies, Direct sourcing -In developing countries agricultural commodities are bought from local markets and often directly from farmers- rather than on the world market. 11, pp. A second strategy proposal is the differentiation model – vertical and horizontal. It contains thousands of paper examples on a wide variety of topics, all donated by helpful students. It has the funds and presence to impact governments. Nestlé sells over 10,000 products with distinctive features, including nutritional value, packaging, labelling, etc. Copyright © 2003 - 2020 - UKEssays is a trading name of All Answers Ltd, a company registered in England and Wales. It should try and follow Unilever’s example of focusing on its core products. Some of Nestlé’s well-known brands include Nescafe, Kit-Kat, Purina, Aero, Butterfinger, Maggi, and Haagen-Dazs. – Decentralised and relatively flat organisational structure which helps to cater for local needs thus increasing flexibility. Thirdly, with the introduction of GLOBE in the mid-2000s, Nestle initiated an era of capturing data by tying all of Nestlé’s entities together under a common technological platform. – Deliver long term value to shareholders. – Comprehensive information system: the GLOBE. Valcic, SB & Bagaric, L 2017, ‘Return on strategic effectiveness – the need for synchronising growth and development strategies in the hotel industry using revenue management’, Economic Research, vol. He continues to add that for a firm to be economically superior in a single industry then they need to sell at a high price and have small market share (product differentiator) or sell at a low price and gain significant market share (cost leader) therefore Nestlé needs to decide which of the two it wants to become . We utilize security vendors that protect and December 16, 2020. https://ivypanda.com/essays/nestl-entreprise-under-strategic-analysis/. It could also utilise these strategies to expand into new industries or locations to avoid bottlenecks associated with market saturation and intense rivalry. The total sales for Nestlé Nutrition segment has significantly increased from 5,964 million in 2006 to 8,434 in 2007, which represents an improvement of 41% as shown in Exhibit 11. In this blog we will analyse the activity of Nestlé, one of the biggest food processing companies in the world. Kim, M & Wang, IK 2014, ‘Dynamic product differentiation strategies: an examination of the interplay of firm and industry characteristics’, Technology Analysis & Strategic Management, vol. For full functionality of this site it is necessary to enable JavaScript. Each SBU concentrates on a specific product line, e.g., coffee and beverages, and cooperates with the firm’s R&D department to ensure consumer-driven strategy and innovation. For instance, the style used by Nestlé was a democratic leadership style where management in the different countries are given a great deal of autonomy. 92-125. The main element that links everything together is shared values. – Employees move from the bottom up in the organisation. An additional threat comes from baby food prepared at home. 2254-2274. "Nestlé Entreprise Under Strategic Analysis." Directional growth strategies are suggested to enable the company to strengthen its competitive position in its industry. As of 2020, there are several marketing strategies like product/service innovation, marketing investment, customer experience etc. As seen on Exhibit 4, the acquisition of businesses has increased from 447 million in 2006 to 456 million in 2007 which has improved its cash flow. Creating an “innovation acceleration team” to support rapid product introductions. Table 2: Porter’s Generic Strategies and Ansoff’s Matrix. Nestlé could use the BCG growth-share matrix to depict its 3 SBUs and over 10,000 brands in relation to its market share. Nestle has a Wide Variety of networks for making the product available to customers. Executive Summary: Nestle is a company which provides the food products from farm to fork. The company seems to be achieving its objective as it has slightly improved its earnings before interest and taxes as seen in exhibit 6; it has slightly made progress in its capital management through its improved return on capital employed as seen in Appendix 2; and it has been able to achieve its objective of organic growth between 5% and 6% except for 3 years between 1996 -2007 years also indicated in Exhibit 6. Source: Developed by the Author for this work. We've received widespread press coverage since 2003, Your UKEssays purchase is secure and we're rated 4.4/5 on reviews.co.uk. More than 275,000 employees. Bulcke emphasized that the priority should be on ‘health, nutrition and wellness’ to implement the vision into every product segment and every country. Competitors Analysis in the Marketing Strategy of Nestle. However, the threat of new entry and supplier power is low. The company is in the position to adopt new technology to learn more about what their consumers want, but if they don’t … We continued to evolve our portfolio toward attractive, high-growth businesses by: Divesting underperforming or non-core businesses such as Nestlé Skin Health. In the Swiss market, Nestlé is the third-largest player after Migros and Emmi (Schneider 2017). The different markets are used to operating as “small kingdoms” (Bell and Shelman 2009, p.10). The database is updated daily, so anyone can easily find a relevant essay example. 1, pp. 37, no. It could use concentric diversification to offer products closely related to its current portfolio or the horizontal option to provide new brands (Hill, Schilling & Jones 2017). Nestlé’s final “strategic pillar” of improving communication between the organization and consumers through better branding could signify the company’s efforts to differentiate its products. This was done to renovate old brands by finding multiple uses for its product. Nestlé’s current strategy could be rationalized by foregoing their vision of being a nutrition, health and wellness organization. It is one of the main shareholders ofL’Oreal, the world’s largest cosmetics So partnering with other food giants will help the company in further growth. Hence, the operations strategy of Nestle is largely based on striving to deliver a positive impact on the numerous societies across the world regarding their activities. Nestlé Entreprise Under Strategic Analysis Essay. Operations Strategy. As Nestle grew and entered new markets, they worked towards horizontally integrating their supply chain. So, in order to maintain its vision as a Health, Nutrition and Wellness, Nestlé should give up its unhealthy products in the long term. 34, no. They understand the Swiss market well and enjoy consumer loyalty. C&F is an agent of the company who receives the consignment from the manufacturing unit of Nestle. Unfortunately, your browser is too old to work on this site. "Strategic Audit And Analysis Of Nestle" Essays and Research Papers . 30-37. 8, pp. Therefore, a unique brand image based on quality will result in competitive gains for Nestlé. – Nestlé’s competitive advantage is its R&D. (Dessler 2016). It can also have a negative impact on the liquidity position of the company. Nestlé Vision Statement Analysis Nestlé's vision statement is: “ To be a leading, competitive, Nutrition, Health, and Wellness Company delivering improved shareholder value by being a preferred corporate citizen, preferred employer, preferred supplier selling preferred products.” Now the vision statement is interesting for two reasons. 19-34. Nestlé’s market share and position in the fast-moving consumer goods industry are illustrated in Figure 1 and 2 below. Therefore, in terms of its R&D strategy, it could be argued that Nestlé will have trouble sustaining its competitive advantage in the future since part of its future strategy is to expand to other markets. We focus on categories and geographies where Nestlé has an ability to win. Major brands such as Crémo, Migros, and Emmi compete directly with Nestlé products on price (Nestlé 2017). The firm also offers technical support to over 400,000 farmers in 40 nations, such as Mongolia, to enhance quality and output (Nestle 2015). Company: Nestle AG CEO: Ulf Mark Schneider Year founded: 1905 Headquarter: Vevey, Switzerland Number… Instead of holding on to unrealistic goals, the company could reposition itself in the market as becoming ‘healthier’ than the competition. This highlights the fact that Nestle was seeking to establish its value chain activities, or Global business system, earlier on in its history (See value chain above). which have helped the brand grow. 1. 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