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1、Nestlé:TheInfantFormulaControversyGlobalMarketing(MKT690)ProfessorGoodwinAriguzoPresentedby:JillianDeSousaKerriLevesqueAzizaAkilahWilliamsAugust6th,2008DeSousa,Levesque,WilliamsPage21of21August6th,2008BackgroundNestléCompanystartedofffromasingleman’sidea,anddevelopedintoagiantco
2、rporation.Nestlé’sheadquartersarelocatedinSwitzerland,butthecompanymaintainsfactoriesandoperationsinalmostevercountryintheworld.Thecompanyhasalsobeenincreasinginsizeeachyear.Inadditiontothisincrease,Nestléisalsoincreasingitsvarietyofproductofferings.Nestlé’sbusinessstrategyencou
3、ragesproductgrowththroughinnovationandrenovation.Thisstrategyhasallowedthecompanytodevelopdifferentproductsinvariousfieldsincludingbabyfood,dairyproducts,preparedfoodsandbeveragestonameafew.ThecompanyhascreatedNestléNutrition,aglobalbusinessorganizationdesignedtostrengthenthefoc
4、usontheircorenutritionbusiness.Strengtheningtheirleadershipinthismarketisthekeyelementofthecompany’scorporatestrategy.Further,NestléNutritionaimstodeliversuperiorbusinessperformancebyofferingconsumerstrustedsciencebasednutritionproductsandservices.Inregardstointernationalstrateg
5、y,Nestlé’scompetitivestrategiesareassociatedmainlywithforeigndirectinvestmentindairyandotherfoodbusinesses.Nestléaimstobalancesalesbetweenlowrisk,lowgrowthcountriesofthedevelopedworldwithhighrisk,potentiallyhighgrowthmarketssuchasAfrica.Nestléalsoclaimsthatitwillnottakeunnecessa
6、ryrisksforthesakeofgrowthandwillfollowandrespectallapplicablelocallawsineachofitsmarkets.Nestléhasmuchstrength,suchasbeingalowcostoperator,andhavingaresearchanddevelopmentteamthatwillaidinproductinnovation.Also,Nestléhashealth-basedDeSousa,Levesque,WilliamsPage21of21August6th,20
7、08productswhicharebecomingmorepopularasconsumersarebecomingmorehealthconscious,suchasintheU.S.Athreattothecompanyisthatsomeofthemarketsthattheyareenteringarealreadymature.Forexample,Danone,oneofthetopcompetitors,hasalreadyestablishedaleadershippositionintheyogurtmarket.Othertopc
8、ompetitorsincludeConAgra,KraftFoodsandGeneralMi
