Nestle Market Research

Category: Market Research, Nestle
Last Updated: 17 Aug 2022
Essay type: Research
Pages: 11 Views: 2141
Table of contents


In this research work the company chosen is Nestle. We have tried to cover the brief history of the company, vision, mission and objectives of the company. This brief history and other sub heading under company background is compulsory to be understood and researched well as they form the basis for marketing plan of the company. We have also tried to cover the internal and external environments for the company and countries for its future rowth and further marketing planning strategy Analysis

Nestle Worldwide

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Overview of Nestle

All over the planet, people know Nestle. Nestle is a Swiss multinational nutritional and health-related consumer goods company headquartered in Vevey, Switzerland. It is the largest food company in the world measured by revenues among the world's 40 largest corporations. Nestle was founded in 1867 by Henri Nestle. Its international R;amp;D network supports the products made in more than 500 factories in 86 countries.

The Nestle factories are operating in the region of:

  1. Africa
  2. America
  3. Asia
  4. Europe
  5. Oceania

Being a company dedicated to food from the beginning, Nestle remains sensitive to culinary and eating habits, and responds to specific nutritional problems, whilst also setting and matching new trends such as growing out-of-home consumption and caring about the well being of its consumers Nestle’s Philosophy: Good Food, Good Life is the very essence of Nestle and this philosophy can be traced back to our beginnings.

Nestle’s Vision

The Nestle global vision is to be the leading Company in health, wellness and nutrition in the world. In particular, they envision to:

  • Meet the needs of consumers of every age group from infancy to old age, for nutrition and pleasure, through development of a large variety of food categories of the highest quality.
  • Lead an extremely motivated and professionally trained workforce, which would drive growth through innovation and renovation.
  • Deliver shareholder value through profitable long-term growth, while continuing to play a significant and responsible role in the ocial, economic and environmental sectors of the country.
  • Nestle brands are the preferred choice in their categories. Consumer insight drives all aspects of Nestle’s marketing and communication efforts.

Nestle’s Mission

Nestle’s mission, in the words of our founder Henri Nestle, is: “Nestle is dedicated to providing the best foods to people throughout their day, throughout their lives, throughout the world. With our unique experience of anticipating consumers' needs and creating solutions, Nestle contributes to your well-being and enhances your quality of life.

Nestle’s Objectives

Nestle’s objectives are to be recognized as a leading, competitive, Nutrition, Health and Wellness Company trusted by all its stakeholders, and to be the reference for financial performance in its industry. Its chief objectives are:

  • To achieve compatibility with international voluntary standards on environmental management systems.
  • To build mutual trust with consumers, governmental authorities and business partners.
  • To ensure continuous improvement of Nestles environmental performance. Conservation of natural resources and minimization of waste.
  • Total compliance with the laws.
  • To establish the benchmark for good business practice.
  • Employing new technologies and processing. By committing to resources, both human and financial. Measuring the cost and benefits to business of its

Environment of Nestle

Internal business environment


Nestle Company is a decentralized organization that organized according to matrix structure. Nestle Company as a decentralized organization allows its subordinate organizations to enjoy a relatively high-level of autonomy. Although it still makes major strategy decisions at the headquarter level, daily operations are left up to subordinate organizations to derive and implement. The responsibility for operating decisions is pushed down to local units.

Nestle has a strong top management team which runs on strong values and principles of the company. The efficient top management of the company is able to run finance, operation, marketing, logistics, sales, and research and development departments with great success which ultimately leads to the fulfillment of the goal of the organization. Senior members are of diverse origins and backgrounds.

Board of Directors

The Board of Directors is the ultimate governing body of the Company. It is responsible for the ultimate supervision of the Group.

The Board attends to all matters which are not reserved for the Annual General Meeting or another governance body of the Company by law, the Articles of Association or specific regulations issued by the Board of Directors.

  • Chairman The Chairman has the right to represent the organization to implement the company’s rights and obligations, take responsibility to the law and the owners of the organization about the rights and duties are assigned, strategizing development plans of the company and organization those through the decision of the Board. CEO The Board of Directors delegates to the CEO, with the authorization to sub delegate, the power to manage the Company’s and the Group are business, subject to law, the Articles of Association and the Regulations of the Board of Directors. The CEO chairs the Executive Board and delegates to its members individually the powers necessary for carrying out their responsibilities, within the limits fixed in the Executive Board’s Regulations


The Nestle team comprises around 328,000 employees, 29% are based in Europe, 33. 6% in the Americas and 37. 4% in Asia, Oceania and Africa. Their challenge is to combine strategic corporate leadership with strong, responsive local leadership to achieve consistent high levels of performance and corporate responsibility across their business Nestle has a rich working culture which motivates its employees to serve best to its customers with the help of the variety present in their product range.

Nestle has included the benefits of the employees in the goal statement of the organization as the management of the company strongly believe that the productivity, quality and the dependability will reflect on the product only if the employees take care of all these factors. Different departments of the company work to contribute in the growth of the organization and these departments not only keep the customer's needs and demand in mind but also keep the same type of attention for the internal customers of Nestle.

The company believes if the internal market of the company is fully satisfied, the internal market will be able to serve to its customers and able to understand their needs and able to manufacture the products which can fulfill these needs

External environment


The immediate customers of Nestle are retail and grocery stores which provide the products of the company to the end customers at a reasonable price and a reasonable profit.

The end customers of Nestle are the consumers who consume its wide range of product. The company has a bright brand image in its big pool of end customers. Nestle has an extensive marketing network to figure out the target customers, it has marketing specialist to understand the market place and the customer needs, secondly to is spending a lot to figure out the customer’s preferences regarding the substitutes of its products in order to bring the customers on board and retain them.

Nestle has an extensive market share, due to the reason that its customers are brand loyal and do not compromise over quality and same is the case with the company’s quality assurance (QA) team. One of the principle strategies that Nestle utilizes is to produce differentiated products for each age group in order to get a high market share and preferences over others.


Suppliers provide the resources like labor and material resources to produce goods and services. They add to customer overall value delivery system.

Labor supplies include handling of

  • Quantity of labor
  • Quality of labor
  • Labor strikes
  • Labor relations Material supplies deals with the
  • Quantity of material
  • Quality of material
  • Price of material
  • Stability of material inputs
  • Delivery delays Nestle efficiently handles the quality, quantity, price and stability of both material and labor supplies.

Management maps out the strategies for labor strikes, supply shortages and delays to avoid increasing the cost of production, which can badly affect sales in short run and customer satisfaction in long run.


Competitors also play a vital role in effecting the way in which the organization operates, competitors are basically the rival firms in the same market which is providing the same product in the case of Nestle the are many competitors since there is a wide range of products offered by Nestle Nestle's largest international competitors are Kraft Foods, Unilever and Mars Incorporated. It also faces competition in local markets or specific product ranges from numerous companies, including Sara Lee and Danone

Nescafe is one of the world-famous brands of Nestle with a long history of development and illustrious reputation. Therefore we choose this brand to go deeper analysis of its production as well as its distribution.

Input and output


  • Raw material

Coffee beans and water are the basic ingredients used to make coffee, but there are as many ways to make coffee as there are coffee drinkers. All Nescafe coffees are made of 100% pure coffee beans. The only exceptions are our ready-made coffee mixes and mixtures. They contain other ingredients such as whitener and sugar, which are commonly added to coffee.

Raw materials are selected from the freshest coffee beans through the production process with the highest quality standards, properly roasted to keep the aroma of coffee are naturally charming

  • Labor

Teams of professional preparation and testing are well trained. The sensitive senses of coffee experts allow them to recognize the best qualities as grinding, roasting and tasting raw materials.


The company also has modern production technology and strictly quality control system in all stages of production.


  • Nescafe’s products

Nescafe products include: Nescafe Original, Nescafe Classic, Nescafe Clasico, Nescafe Gold Blend, Nescafe Black Gold, Nescafe Special Filtre (in France), Cafe Parisien (The Paris experience), Nescafe Allen, Nescafe Espresso, Nescafe Red Cup, Nescafe Blend… to name just a few.

  • Distribution

Nescafe also be distributed under Nestle’s distribution system with the 2 major channels of distribution: Traditional distribution channels and Modern distribution channels.

Traditional distribution channels (grocery): Organize the sales staff to distribute products to individual households through market channels & shop. Modern distribution channels (key account): Deliver goods to consumers through supermarket, metro or distribution chain system. Furthermore Nestle is currently holding Out Of Home (OOH) distribution channel such as restaurants, hotels, at-work, factories, etc…

Research for production of Nescafe-Nestle in Vietnam

To ensure a large output power, the company must be combined with the Vietnamese government to build long-term plan for raw materials to ensure the production of the company. Build strategic Materials areas by combining with fertilizer companies and agricultural extension centers to sign a contract directly with farmers. Furthermore, collaborate with scientists and local authorities in the provinces of Dak Lak, Lam Dong and Dong Nai-the key coffee growing regions in Vietnam- to build the model farm, offering new varieties of high yield and send some Vietnamese scientists to some Center of research and development in developing countries.

Regarding technology, the big companies like Nestle will find advanced technology in the world to ensure that few workers record the highest results. Moreover, the company will provide technical assistance to coffee growers so that they can provide better quality and have higher income About labor at the factory the company will cooperate with Vietnamese Ministry of Labor to learn about the workforce in Vietnam or the company will cooperate with the local center for workers promotion or the surrounding areas to make sure human resources are available if the company needs.

The company will have a separate department to do this.

Manufacturing process

  • Harvesting It all starts on the plantations, where farmers tend to the coffee plants and harvest the coffee cherries, usually by hand. The next thing they have to do is separate the bean from the outer shell of the cherry. This is done either by drying the beans in the sun or by washing them in a pulping machine before drying them.
  • Drying To get at the coffee beans inside each cherry, the beans need to be separated from the skin, pulpa and parchment.
    This is achieved by drying the cherries under the sun or by soaking the cherries in hot water. The dry beans have a greenish tinge and are therefore known as 'green beans'. They are usually exported for blending and roasting. By combining different types of beans you can give the resulting coffee a more rounded taste. Once you have the right blend of beans, the most important phase of coffee production begins: the roasting
  • Roasting Once the green coffee beans have been selected, the beans need to be roasted to release the aroma and taste we know as coffee. In fact, this important rocess is one of the most fundamental parts in producing the flavorful taste and rich aroma of NESCAFE coffees. During roasting, the coffee beans expand and change in color. They turn to yellow once they absorb heat and then to brown as the beans lose their water content. The beans turn darker as they release their oils, giving the coffee its flavor. Depending on the roasting equipment and the desired flavor of the coffee, green beans are roasted at between 180°C and 240°C for between three and fifteen minutes.
  • Grinding After roasting, the beans are ready for grinding.The particle size of the grind; whether coarse or medium, fine or very fine depends on the brewing method and equipment used. Grinding increases the surface area of the coffee, allowing the flavor to be extracted more easily.
  • Processing To make NESCAFE® Pure Soluble Coffee, the ground coffee is put into an industrial percolator containing hot water under pressure to brew a highly concentrated liquid coffee, called coffee liquor. The coffee liquor is then spray dried by passing it through a continuous stream of hot air, changing it into fine particles.

This is the process for making NESCAFE CLASSIC® coffee. Alternatively, the coffee liquor is snap frozen and then ground into the required particle size. The particles are suspended in a vacuum tunnel with low heat, causing ice crystals to form and leaving particles of freeze-dried NESCAFE GOLD® coffee.

Marketing strategy for Nescafe in Vietnam


Launch several product lines aimed at the large and diverse segment of the market. Each segment has different product lines with reasonable price and can be accepted but still ensure high quality. For classes of consumers with high incomes and interested in quality: the Nescafe Gold, Premium with higher prices and higher quality compared to other common products

  • For classes of consumers with average incomes - a large segment: with Blend 43, Mild Roast, Espresso products ... consumers receive economic benefits as well as product quality.
  • For young people: new product such as Latte with the relative prices. Deploy promotions, discounts to attract customers and increase purchasing power


Build strong distribution network with distributors and retailers to cover the market with high density. Develop the retail system to ensure the company's products are available to serve customers: retail outlets at premier sites e. g. Bus stand, Railway station… Implement incentive policy about pricing and commission to agents to encourage them to introduce and offer products to customers at the reasonable price. Other than that, Nestle can put their vending machine in a place that always full of people such as shopping mall, airport, hospital, school and any other place.

Associate with supermarkets and shopping centers by opening sophisticated parlors with more value added services; improve the area, type and number of the company’s products here. Expand promoting trade into neighboring countries such as Laos, Cambodia, west Asia countries, where Nestle’s products are not available or do not meet the requirements.


Take advantages of company such as brand reputation, quality products to increase market share Use mass media to advertise products to consumers:

  • TV commercial
  • Magazine and newspaper advertizing
  • Public event
  • Online advertizing Social networking Use other form of advertising such as non-media communication or advertising. Some of the ways are participating exhibitions, sponsorship activities, public relations and sales promotion such as giving freebies with good or reduced price Construct showrooms to introduce the company’s products and distribute sample products to the customers. Intensify customer care service by holding seminars about nutrition and healthiness, informing customer about Nestle’s products.


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Nestle Market Research. (2018, May 07). Retrieved from

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