Nestle Coffee Market Plan Essay

5928 Words Jun 5th, 2013 24 Pages
Executive Summary
Nestle is the world's largest food manufacturers that enjoys a good reputation in the world due to the high-quality of their products. One of its famous products is Nescafe, which has over 70 year’s history and is one of the world's leading coffee brands.

Currently, the potential competitors of Nestle are Maxwell, KreisKaffee (direct brand competitors).The key strengths of Nestle are excellent quality, well-known brand with loyal consumers, the capability of scientific research, product updates and advanced management; while its weaknesses are the single taste, dim brand image and lots of competitors.

Nestle will benefit from continual advances in manufacturing technology of coffee. Furthermore, there is a good
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In 1992 the Nestle company built an international standard coffee processing factory in Guangdong province (Global Presence, Nestle Global, 2011).

This essay will analyze the Nescafe current marketing situation in three sections, firstly, to describe the internal and external environment at present, and then the SWOT analysis and the developing competitive advantages will be considered. Furthermore, the essay will be focus on marketing objectives followed next by marketing strategies. The action program and issues related to evaluation and control are in the last two parts.

2. Current marketing situation
A. the internal environment and competitors analysis
i. Internal environment
 Company's technologies and Physical facilities:Nestlé has a dynamic global network of R&D centers working on scientific research and product development. Its scope and reach are global. They have the world's largest food and nutrition research organization, with about 5000 people working in R&D, as well as corporate venture funds and research partnerships with business partners and universities. Nestlé's global R&D is applied locally to meet different consumer needs and preferences through our 320 Application Groups worldwide (Global network-Nestle global, 2009).

 Financial stability:As can be seen from the group figures of Nestle company that Nestle is a company with strong economic strength to support its marketing plan.

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