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College of Business Administration

Strategic Management (BUSI 4362)

Group Members:
Fatima Alibraiem | 2009800025
Zainab AlNasser | 200900165
Manal Alsaif | 200800621

Instructor: Dr. Shaikh Arifusalam

Section: 201
Summer 2012
Table of contents

Introduction. ………….………………………………………………………….……………..3

Mission and Vision………...…………………………….………………………….…............5

Description of the Products and Services……...…………………………..…….…..7

Marketing and Sales Strategy………………………………. …………..…….……………9

Nestle Strength and Weaknesses……………….. …………..………………….....…12

Financial Management………………………………………………………………………15

Organizational Structure…….….………………………………………………….….…..17

External Assessment………………………………………………………………………..20

Nestle Opportunities and threats……………………………………………………22

External factors Evaluation……………………………………………………….…….24

Strategy formulation………………………………………………………………………..24

BCG matrix………………………………………………………………………..……………27

SPACE matrix………………………………………………………………………………….28

Strategy Implementation………………………………………………………………..29

Conclusion and Recommendations…………………………………………………34

Executive Summary………………………………………………………………………..35


Business Description and Vision


This project will attempt to analyze Nestle Company, on many levels. The main

points of concern are to discuss the Nestlé?s mission and vision, conduct both

internal and external assessment of the company, formulate a strategy that is well-

suited to the company's nature, implement it, and finally try to evaluate the

outcome. To better understand the company and all information collected, one

must first introduce it. Nestle was first founded in 1866 by Henri Nestle, and it is

today the largest food and beverage company on an international level. Nestle is

constantly invested in product innovation and business acquisition, which is

precisely why it is where it is now. Their company grew over the years to include

many products, some of which are chocolates, soups, coffee, cereals, frozen

products, yoghurts, mineral water and other food products. However, by the start

of the 1970's Nestle expanded its product portfolio to include pet foods,

pharmaceutical products, in addition to cosmetics as well. Currently, and with all

the products it holds, Nestle still maintains its image as a company concerned with

high quality. At Nestle various fundamental principles guide the

company's strategies. There is a maintained balance between keeping the product

continually innovative while keeping geographic activities and product lines

intact. Their main goal is to provide the best and most relevant products to

people, wherever they are, whatever their needs, throughout their lives.

Nestle works on the principle of decentralization, meaning that the tastes of

products differ from one place to another, as the efficacy responsibility and the

process of recruiting falls on each region's management. However, it is

important to realize that each management is not free to do as it wells completely.

Headquarters in Vevey decides how the overall strategy should be implemented

and practiced. This approach can be said in different words as 'centralize what

you must, decentralize what you can'. Nestle seek to think about its company

globally, however deal with issues on a local level when interacting with people.

Mission and Vision

Current Mission and Vision StatementsNestles? Vision: ?At Nestlé, we believe

that research can help us make better food so that people live a better life. Good

Food is the primary source of Good Health throughout life. We strive to bring

consumers foods that are safe, of high quality and provide optimal nutrition to

meet physiological needs. In addition to Nutrition, Health and Wellness, Nestlé

products bring consumers the vital ingredients of taste and pleasure. As

consumers continue to make choices regarding foods and beverages they

consume, Nestlé helps provide selections for all individual taste and lifestyle

preferences. Research is a key part of our heritage at Nestlé and an essential

element of our future. We know there is still much to discover about health,

wellness and the role of food in our lives, and we continue to search for answers

to bring consumers Good Food for Good Life?The Mission of Nestle: ?Nestlé

strives to be a leader in nutrition, health and wellness, with the belief that good

food is central to health and wellness. At the Nestlé Research Center, nutrition

research meets food innovation to bring consumers of all ages and stages of life,

foods and beverages that contribute to health and wellness, while offering

remarkable taste and convenience?

Improved Mission and Vision StatementsVision: ?Nestlé?s vision is to be the

world?s first choice provider for foods, beverages, and commodity products.

Providing customers with what they need, when they need it?The improved vision

statement is better in the sense that it is drastically shorter than the original vision

provided by the company. In addition to it being direct and to the point,

promising consumers all over the world that they will be provided with what they

require in the time they desire. It also shows that the company has ambition, and

is willing to win over competitors from all over the world.Mission: ?Nestle is

devoted in providing the best quality and value worth product to its customers.

That is why we invest on research centers and collecting customers feedback, to

best satisfy people of different tastes and expectations.? The improved mission

statement shows commitment and devotion, and that it does not just stop at that,

but it also shares how the company is functioning and is willing to reach its goals.

Further, it appeals to different people of different backgrounds, because it is solely

based on collecting research results and customers feedback.

Competitors Mission and Vision Analysis Nestle has many competitors in

different industries, due to the fact that it has a multi product portfolio. However,

a common competitor of most of the industries it operates in is Procter & Gamble.

P&G vision statement: "Be, and be recognized as, the best consumer products and

service company in the world".P&G mission statement: "We will provide braded

products and services of superior quality and value that improve the lives of the

world's customers, now and generations to come".Procter and Gamble?s mission

and vision statement has the advantage of being shorter in length. However, their

vision statement is vague and does not provide the reader or rather the consumer

with the means by which they will accomplish their vision. The mission statement

on the other hand is futuristic while maintaining a present sense of time. It relates

to consumer and their children.

Description of the Products and Services

Products and Services

Product and Service Description

Nestlé has some 6,000 brands,[ with a wide range of products and large variety

across a number of markets including ;

*Coffee (Nescafe, Nespresso, etc.) ,

*Baby Foods (Baby Foods) ,


*Chocolates (AERO , AFTER EIGHT) ,


*Beverages (Nesquik, Milo, Carnation, etc)

*Frozen Meals (Findus, Lean Cuisine)

* Ice Cream & Frozen Treats (Häagen-Dazs, Skinny Cow) .

Competitive Comparison
1/ Unmatched product and brand portfolio
2 /Unmatched research and development (R&D) capability
3/ Unmatched geographic presence
4/ People, culture, values and attitude


Nestlé is strengthening its research and development by enlarging its global

Product Technology Centre

Future Products and Services

At the same time Nestlé R&D is committed to continuous improvement in

consumer insights, and translating these into innovative products and packaging

to meet consumer needs and preferences

Marketing and Sales Strategy

Nestlé’s Marketing Strategy

The management following what is expected has designed a marketing

strategy mix. Which is basically the combination of four aspects: product,

distribution, promotion and price. Nestle main strategy and way of business is to

focus on innovation and renovation while maintaining a balance between the earlier

two and geographic activities and product lines.

Nestle is devoted internationally to taking into consideration local legislation, cultural

and religious practices:

 Manufacturing and marketing the company's products in a sense to create

sustainable value over a long period of time for stakeholders, employees,

consumers and business partners, is Nestlé’s business objective.

 Nestle prefers long-term business development to short-term profit.

 Nestle is invested in its customers feedback, and admits to identifying the

genuine interest coming from them. They believe that without the customers,

the company would not exists.

 Nestle always maintains a respectable relationship with the countries in which

it operates, by respecting laws, culture and traditions.

Nestlé’s Website

Figure 1

Positive points:

1. Very accessible, provided tabs help visitors and customers access what they

need correctly and clearly.

2. Relatively newly updated, as it shows on the latest press releases.
3. Provided diverse multimedia (videos, images).
4. The choice of selecting your position on the map, to access the website in

different language and read about information related to your location.

5. Nestle gives the visitor the choice of subscribing to its website, sharing with

friends, and downloading the page. Which works in its benefit as

6. Full information on many topics, supported by charts, tables and graphs.
7. The contact us page is very simple and efficient. It also contains the address

and phone number of the company's central switchboard.

8. It promotes all Nestlé’s products, which is beneficial in the sense that a

customer may not be aware of a product, thus by seeing it his/her interest will

be gained, and perhaps bring more sales to the company.

Negative Points:

1. Somehow clustered, visitor may feel overwhelmed by the amount of stuff on

the home page.

2. Some tabs are repeated at the top and bottom of the page, which is

unnecessary and adds to the cluster of the page.

3. The design of the website is dull, colors are very neutral and uninteresting.
4. The website is not available in multiple languages. However when switched

to countries who speak French, it changes directly without the consent of the


Nestle Strengths and Weaknesses


1- Located in over 100 countries. The largest Company in the world for

producing food products.

2- In 2008, Nestlé was named one of "America's Most Admired Food

Companies" in Fortune magazine for the twelfth consecutive year.

3- Professional brands sold to restaurants, colleges, and hotels.
4- Nestle has some very strong brands like Nescafe, Maggi and Cerelec. These

brands are almost generic to their product categories, which are known

5- Nestle has a worldwide network of centers in 17 locations on four continents.

An international staff of 3500 engaged in the search for innovative new

products and the renovation of existing ones.

6- Nestle has a high level of market share.
7- People all over the world trust and recognize Nestle, because they have brand

recognition. Nestle is a big brand name.

8- They are low cost operators, which allow them to beat competition, in

addition to edging ahead operating excellence, innovation, renovation,

product availability and communication.

9- They carry leadership in nutrition, especially infant nutrition. Their key

priority is to innovate nutrition products, which are sold in hospitals, and



1- Growth in their organic food sales division was slightly low in 2008.
2- Since 2004 the breakfast cereal industry has been under fire from the FDA

and the American Medical Association, both of which say that false claims of

"heart healthy" and "lower cholesterol" need to be removed from packaging

and advertising. They have also been forced to reduce the amount of sugar in

their products, as parent's advocates groups claimed they were contributing to

the diabetes epidemic among American children

3- Nestle is entering into markets that are already mature and can give a tough

competition to new entrants.

4- Nestle plain Yogurt has proved to be a Nestle weakness because it has been

unable to make its market place in USA.

5- The company has a complex supply chain management.
6- Nestle did not develop enough competitive unit. Nestle is trying to innovate

their products, but sometimes not fast enough than competitors.

7- In case of high competitive situation their prices are sometimes too high.

Financial Management

Financial Ratio Analysis

Here are some of Nestle most important financial ratios

Profitability Ratios:

Liquidity Ratios:

Activity Ratios:

Solvency Ratios:

Organizational Structure of Nestle

Nestle is a function based organization. Tasks in the organization are

distributed into separate jobs, which are later grouped together under different

departments. The organizational structure at nestle is hierarchical, as it shows on the

chart. (Figure 1)

Figure 2

The chain of command spreads from the organization’s upper levels to the

lowest levels, clearly showing who is supposed to report to whom. Suggestions move

from downward to upward, while orders move from upward to downward. Thus

encouraging employee to share their opinions and thoughts with their superiors, yet

keeping ordered easy to follow and from a single direction. The nature of job

descriptions are explicit and formalized, procedures and practices are clearly

described to employees. Moreover, in an effort to stay in pace with change and

current trends, Nestle has moved towards decentralizing decision-making, and to be

more flexible and responsive.

Improved Organizational Structure

Perhaps an improved version of the organizational structure could be one

where departments are divided according to the genre of the product being

manufactured and sold, thus making it relevant and more convenient to manage and

project expectation and goals. In the improved version of the organizational structure

each department or rather facility will work as an individual unit, however they all

must report to the headquarter office with reports that indicated how well they are

doing and what they may be facing. This can implemented on a local level, since

Nestle operates in multiple regions all over the world, it would be better to satisfy

customers to have functions operation under each location’s requirement, while still

maintaining the main values of the original company.

Market Positioning Map

Nestle positions itself geographically by dividing the segments of the company

into divisions in each zone they operate in. Where every distributor is restricted to

sell products in the specified region, for instance dividing zones such as: East, West,

South, North, and Southwest.

Further, Nestle positions itself based on demographics. For example if we

take a look on Nestlé’s pure life product, we find that it is targeting customers of any

area, culture, age, gender, beliefs, and income. Nestle believe that everyone

regardless of what or who they are, are capable of drinking its water. Not only does

this apply for water as a specific product, but it is also for all of their other products.

Continuing with the example of the Pure Life product, Nestle attempts to

appeal to its customers in a more healthy way, by trying to promote how its water will

enhance costumers life, and that unlike competitors product, it does not only fulfill

their thirst. They are motivating people to buy the Pure Life product by spreading

ideas such as: Stay Hydrated, drink for health and energy, you are what you drink, be

radiant and clear, and so on.

Apparently Nestle is leader in the market of the water industry. Which shows

how effective their approaches are, and how paying attention the customer needs is

rewarding. Between competitors Nestlé share (in the water industry) is said to be

78%, with Pepsi following it at 15%.

External Assessment


Any political decisions will have an impact on Nestle for the both the good and the

bad. If the tax rate increases, the consumers will reduce and so for the sales of their


Economical, Social, Cultural, and Demographical

Nowadays there are different types of consumers and of course the needs of new

services and variety of Products are now increasing.

It is hard to describe the culture in Nestle. Because they care about their people,

motivate them in different ways, and their way of learning new things from each

other. The demographics around the world is changing now. Therefore the economic

and the geographic factors will affect people and their lifestyles. Nestle will try to

prioritize on health and wellness specially on nutrition. It is very important to satisfy

the existing consumers to keep the high rate of development.


Before technology people used to eat only what they harvest and plant themselves.

Now, that is not the case anymore. With technology, more products and food can be

distributed. People are not relying anymore on the seasonal foods.

Other external Factors

*Since Nestle is a multinational food company with thousands of brand that they

merged with, it is really hard for any company to compete against. However any

company that usually makes package food might be a competitor for Nestle such as

Hershey's, Kellogg'sQuaker, Kraft Foods, Dannon, Del-Monte, Iams, Earth's Best,

Heinz, Frito-Lay (owned by Pepsi) and few more.

*For the bottled water industry and due to the advancements and changes in

technology, it was very successful and satisfying for the consumers.

*Out of home Trends and External influences

The Out of Home food market is growing

• people are now eating out of home

• a key trend is snaking throughout the day

• what divers those out of home snacks is the enjoyment Home (54% and 37%)**

• people are trying to find substantial snacks rather than crisps

Polarisation in skill of ‘cooking’ labour

• the need for the deskilled labours using easy to use products

• the need for high quality products for the high skilled people


stock products needs are increasing

* estimating New Trends for Snacks and Drinks

Nestle’s Opportunities and threats


1) The increasing in the demand for health and wellness products

2) taste is changing around the world

3) continues merging and develop the markets

4) expanding in other markets, geographical and in products

5) acquisition of complementary companies or reduce the weakness

6) merging the economy

7) become a market of out of home.

8)open Nestle Café’s in the major cities.

9) They launched a new premium line of higher cacao content chocolates dubbed

Nestlé Treasures Gold, in order to cash in on the "recession economy" in which

consumers cut back on luxury goods, but regularly indulge in candy and chocolate

10) they can introduce more health-based products, and because they are a market

leader, they would likely be more successful


1) changes in the consumer taste

2) knowing the local market and the fear of small local companies start

3) the fear of the competition of the big discounters such as wall-mart.
4) The bad reaction of the political opposition
5) Threat of organizing
6) The competition from the big world-known food competitors
7) The environment regression
8) The issue of compliances
9) The factors from macroeconomics
10) The claims of illegal business

External factors Evaluation matrix

It identifies the opportunities and threats for any company. of course the factors are

rated from 1-4 where 1 the lowest, 4 the highest. Many companies nowadays are

entering the market and putting low prices for their products to attract customers and

that is a threat that has a significant impact on the company.

Therefore there are opportunities that may help the company which is globalization.

It makes it easier to inter the International markets. Their weighted score is 3 which

might be not really good in addressing their factors in their environment. But in

addressing the weighted score for both the threats and the opportunities, based on the

calculations, Nestle is more effective in addressing the opportunities.

Strategy formulation

Strategy formulation is the second step in strategic management procedures. It brings

strategies to achieve and produce a reference and supportive explanation that modify

the mission and vision. Environmental strategy, corporate strategy that includes the

Directional strategy, growth strategy, and corporate parenting strategy.

SWOT analysis


One of the major strength for Nestle is their CEO peter Barbek, who’s really good and

smart. He always wanted to achieve higher goals which are mostly the internal

targets, and renovate current products and make new products as well. His

explanation of renovation is that “to just keep pace in the industry, you need to change

at least as fast as consumer expectations.”(Hitt, 2005). Another strength nestle has is

the low cost operations.


Nestle weakness ia actually locaed in France where they didn’t do well as they

expected. Danone had already entered the market with their yogurt which is health-

based yogurt. Another weakness was their organic food sales was not good as

expected either.


One of them is that the world is now are depending more on the health based

products. People around the world are becoming more health conscious. Nestle can

also be one of the biggest companies in Germany. They had captured 60% of the

market in Germany after launching the products there. They are also producing non

allergic food items.


One of the major threats to Nestle that most markets which Nestle is entering are

already mature markets. Since Danone first established their business in France, and

they are taking the leadership position of yogurt market there. Although people liked

the taste of Nestle yogurt but still the researchers believe that those people never

bought the nestle yigurt again because they liked Danone’s more. Another threat to

Nestle is general Mills, which is the leader in the yogurt market and it is located in the

United States.

BCG Matrix (Boston Consulting Group)

The STAR refers to the high relative market share and high market growth. The

beverages falls in this category. The reason behind that is the high quality of Nestlé’s

beverages and the new ideas that they come u with every now and then. Thos features

make Nestle’s beverages very popular especially for the upper class, because Nestle

offers the best quality food items.

The Cash Cow for Nestle is the baby food items. The company is trying to take

measures to make these items included in the Star category.

DOGS the pharmaceutical products falls in the dogs category because of the low

market share business and the low growth. The company still thinking of how to

solve this issue.

Question Mark refers to high market growth and low market share. Breakfast cereals

represent this category. The company should choose which Question Mark they want

to build up to a Star and which ones should be tossed out,

SPACE Matrix

Strategy Implementation

There are several strategies that the company cans peruse. From alternative strategies,

Nestle can follow environmental strategy and growth strategy.

Environmental Strategy

Nestlé deems that environmental functions is a mutual obligation and needs the

support of all segments of society. They are resolute to remain offering leadership

inside range of stimulus.

One of the strategies that the company can inspect in order to attain a

commendable business is succeeding an environmental sustainability strategy. Nestlé

is following this strategy in all stages of their product life cycle. This strategy ponders

on using natural resources efficiently in order to produce environmental friendly

products. They implement this strategy by the courtesy of the useof sustainably coped

renewable resources, and mark zero leftover. Also, by investing constantly in order to

develop better environmental functions.

Nestlé have set several policies for the company to follow in order to implement

this strategy effectively. The Nestlé Policy on Environmental Sustainability

encompasses the United Nations Global Compact’s three directorial principles on

environment; this includes Principles 7, 8 and 9.

One approach that the company is ensuing is they apply a product life cycle

approach. This approach involves partners from farm to consumerin order to

diminish the environmental influenceof Nestlé products and activities. There are four

significance areas for this approach. This can include, water, agricultural raw

materials, manufacturing and distribution of products, and packaging. The Company

instruments their approaches and environmental objectives through out the Nestlé

Environmental Management System.

One of the particular focus areas of the company is water. Nestlé is dedicated to

the environmental usageof water and nonstop upgrading in water management. This is

done through The Nestlé Commitments on Water set, which sets primacies and

objectives on accountablewater usage.

Growth Strategy

Nestlé’s goals are to be known as the world leader in Nutrition, Health and

Wellness, trusted by all its stakeholders, and to be the indication for financial

performance in its industry. They believe that leadership is not just about volume; it is

also about performance. These objectives and behaviors are summarized in the simple

expression, “Good Food, Good Life”, a phrase that recapped the company spirit.

The Nestle Roadmap is intended to create alignment for people behind a consistent

set of strategic significances that will quicken the accomplishment of objectives.

These objectives requirement from people a merger of long-term creativeness

desirable to make for the future and short-term business events, bringing the essential

balanced of performance.

Nestle Corporate growth strategy consists of obtaining to grasp leadership and

warrant that confidence by sustaining the prospects of customers. “Creating Shared

Value” is a term used in the company, which refers to the behaviors, strategies, and

operations that are creating value for the communities where Nestle operate.

Their growth is done by investing for the future in order to certify the financial and

environmental sustainability of activities and procedures. This includes:

 Capacity.
 Technologies.
 Capabilities.
 People.
 Brands.
 R&D.

Their purpose of the growth strategy is to

1.Meet today’s needs without compromising the capacity of future generations to

meet the needs.

2. Do this in a way, which will guarantee profitable growth in the future.

3. Also to provide a high level of returns for shareholders and society at large over the




Competitive advantages

True competitive advantage comes from a

1. Unmatched product and brand portfolio combination of hard-to-copy advantages

2. Unmatched R&D capability throughout the value chain, built up over decades.

3. Unmatched geographic presence

There are inherent links between great products
4. People, culture, values and attitude
and strong R&D, between the broadest geographic

presence and an entrepreneurial spirit, between

great people and strong values.



Growth drivers

These four areas provide particularly exciting

5. Nutrition, Health and Wellness prospects for growth. They are applicable

6. Emerging markets and PPP across all our categories and around the world.

7. Out-of-home leadership
Everything we do is driven by our Nutrition,
8. Premiumisation
Health and Wellness agenda, Good Food,

Good Life, which seeks to offer consumers

products with the best nutritional profile in

their categories


Operational pillars

Nestlé must excel at each of these four inter-related

9. Innovation & Renovation core competences. They drive product development

10. Wherever, whenever, however renewal and quality, operational performance,

interactive relationships with consumers and other

11. Consumer communication
stakeholders and differentiation from our competito
12. Operational efficiency

If we excel in these areas we will be consumer-

centric, we will accelerate our performance in all ke

areas and we will achieve excellence in execution.



7 Evaluation and Control

After implementing strategies, the firm needs to evaluate them and find a way to

control them. This can be done by:

1.Nestle Financial Reports.

2. Sales and profits reports.

3.Regular management meetings between top management and corporate levels

through evaluation reports.

Conclusion & Recommendations

Nestle is a well-established company in its industry. However, in order for it to

standstill and survive in the intense competition, it needs to generate a strategic

analysis through formulating, implementing, and evaluation of the strategies.

In order for the company to achieve strategic analysis efficiently, rhe following

recommendations can be made

1. Recognizing and classifying Nestlé’s resources to detect opportunities for healthier

utilization of resources.

2. Identify Nestlé’s capabilities, and identify them as core and distinctive


3. The strategy group should then appraise the potential of resources and capacities.

4. Select a strategy or collection of strategies, which best exploits the firm's

resources and capabilities relative to external opportunities.

5. Nestle strategy managers should identify resource gaps, which need to be filled,

as well as invest in refilling, enhancing and upgrading the firm's resource base.

Executive summary

In this project which is about a strategic management case we chose a well-

known organization which is Nestle. We analyzed their external and internal

conditions and of course focusing on their history, mission, vision, strategies and so

on. For any company that seeks development, they will need to improve their vision

and mission according to different circumstances, different objectives, and challenges

that might face them with in the years. Nestle?s improved vision statement is better

in the sense that it is drastically shorter than the original vision provided by the

company and of course it is more direct and promising to all of their consumers. Then

we come to their improved mission statement where it shows commitment and

devotion, and that it does not just stop at that, but it also shares how the company is

functioning and is willing to reach its goals.

Furthermore, we made a SWOT analysis. Assessing both external and

internal factors that has an impact on the company, where the Internal assessment

includes the financial ratios, their market map, their market strategy, and their

organizational structure and the improvements on it, which demonstrates the

organizational and how it could be one where departments are divided according to

the genre of the product being manufactured and sold, thus making it relevant and

more convenient to manage and project expectation and goals. For the external

assessment, where we discussed the major competitors, the Competitive Profile

Matrix, and illustrating the External factors Evaluation (EFE) Matrix. Where in that

part It identifies the opportunities and threats for the company and how it has been


Moreover, the company needs to formulate, implement, and evaluate their

strategies. In the stage of formulation the strategy we explained the SWOT analysis,

the SPACE matrix, and BCG product matrix. SPACE matrix showed the industry

strength, competitive advantages, and environmental stability. In the BCG matrix

where we explained all the factors, Star, cash cow, question mark, and the dog with

examples of the company?s products that represents them. For the implementation

stage, we evaluated and discussed the strategies that Nestle uses such as, the

Environmental and the growth strategies. After the formulation and implementation,

any company needs to evaluate their strategies and know how to control them.

Nestle is a well-established company in its industry. However, in order for it

to standstill and survive in the intense competition, it needs to generate a strategic

analysis through formulating, implementing, and evaluation of the strategies.


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