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  • Brief Introduction: - 1867 年 Henri Nesti 成立，起源於瑞士 - 最初以生產嬰兒食品起家 - Nestle 有舒適、安頓和依偎之涵義，雀巢圖形使人們聯想 到慈愛的母親哺育嬰兒的情景

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    1) Henri Nestlé founded Nestlé in 1867 in Switzerland as a producer of infant foods. 2) Nestlé has since grown into a global nutrition, health and wellness company with over 280,000 employees and sales exceeding 100 billion Swiss francs annually in over 130 countries. 3) Nestlé has shifted its strategic focus over time from providing global infant nutrition to becoming the leading packaged food company worldwide to achieving sustainable competitiveness in nutrition, health and wellness.

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    Nastle

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    1) Henri Nestlé founded Nestlé in 1867 in Switzerland as a producer of infant foods. 2) Nestlé has since grown into a global nutrition, health and wellness company with over 280,000 employees and sales exceeding 100 billion Swiss francs annually in over 130 countries. 3) Nestlé has shifted its strategic focus over time from providing global infant nutrition to becoming the leading packaged food company worldwide to achieving sustainable competitiveness in nutrition, health and wellness.

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    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
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    12 views14 pages

    Brief Introduction: - 1867 年 Henri Nesti 成立，起源於瑞士 - 最初以生產嬰兒食品起家 - Nestle 有舒適、安頓和依偎之涵義，雀巢圖形使人們聯想 到慈愛的母親哺育嬰兒的情景

    Uploaded by

    王士榮
    1) Henri Nestlé founded Nestlé in 1867 in Switzerland as a producer of infant foods. 2) Nestlé has since grown into a global nutrition, health and wellness company with over 280,000 employees and sales exceeding 100 billion Swiss francs annually in over 130 countries. 3) Nestlé has shifted its strategic focus over time from providing global infant nutrition to becoming the leading packaged food company worldwide to achieving sustainable competitiveness in nutrition, health and wellness.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 14

    Brief Introduction

    • 1867 年 Henri Nesti 成立，起源於瑞士


    • 最初以生產嬰兒食品起家
    • Nestle 有舒適、安頓和依偎之涵義，雀巢圖形使人們聯想
    到慈愛的母親哺育嬰兒的情景

    • 2007 年銷售額突破一千億瑞士法郎
    • 產品遍及全球 130 多個國家，擁有近 28 萬名員工
    各時期主要任務

    Period 1980 以前 1980~1997 1997~2008 Bulcke 繼任


    The Maucher The Brabeck Era
    Years 後

    Mission 提供全球 成為世界食 Achieve 成為全世界


    worldwide
    嬰兒營養 品領導廠商 sustainable
    nutrition,
    health, and
    的乳製品 、提升美國 competitiveness
    wellness 的
    市占率
    領導廠商
    Industry-based resource-based
    considerations considerations

    Multinational
    strategy,
    structure and
    learning

    institution-based
    considerations
    Industry-based resource-based
    considerations considerations

    供應商
    競爭者 Multinational
    通路商 strategy,
    消費者 structure and
    learning

    institution-based
    considerations
    Industry-based considerations
    • 供應商
    – LOCAVORE( 購買當地、食用當地 )
    • 節省資源、健康
    • 在 86 個國家中建立 480 座工廠
    • 滿足內需
    – 與供應商培養長期關係
    • 供應鏈管理向上延伸到農耕階段
    • 進行嚴格的品質管控，
    • 同時保有組織的靈活性並降低高額的固定成本
    • 改善當地農民的生活品質和經濟發展
    Industry-based considerations
    • 競爭者
    – Kraft food: Helping people around the world eat and live b
    etter.
    – Unilever: Feel good, look good and get more out of life.
    – General Mills: Breakfast of champions.
    – Group Danone: Bringing health through food to as many p
    eople as possible.

    相同點：訴求提供消費者健康、營養的生活
    相異點：雀巢的 product portfolio 與其定位有高度一致
    性
    Industry-based considerations
    • 通路商
    通路商的議價力愈來愈大，尤其是跨國通路商如 Wal-Mart
    、家樂福。甚至必須和通路商自有品牌競爭。
    雀巢透過全球消費者對於品牌依賴程度、需求程度的拉力
    ，提高其議價能力。

    • 消費者
    – 健康營養趨勢
    – 新興市場
    – 外食需求與奢侈需求
    快速掌握消費者需求趨勢和市場脈動，為企業不斷創造更
    多的可能
    Industry-based resource-based
    considerations considerations

    Multinational
    strategy,
    structure and
    learning

    institution-based
    considerations
    Resource-based considerations

    Value Rarity Imitability Organization


    財務能力 √ x ｘ √
    品牌形象 √ x √ √
    供應鏈 √ √ √ √
    資源分享 √ √ √ √
    市場開發 √ √ √ √
    產品開發 √ x √ √
    Industry-based resource-based
    considerations considerations

    Multinational
    strategy,
    structure and
    learning

    institution-based
    considerations
    Institution-based considerations
    • Helmut Maucher 先生指出 : 雀巢的各地公司能夠最好地做出分析
    ，判斷公司在食品方面的各種產品如何適應當地的口味習慣和偏
    好，並兼顧到各國與食品相關的法規。

    當地的口味 各國與食品相
    習慣和偏好 關的法規
    Nestlés Leverage

    • Why Nestlés chose to shift/broaden its


    business boundary?

    • How has Nestlé done to leverage its


    strengths to achieve Nestlé Model?
    • Fierce competition
    • Stagnation

    Nestlé
    PUSH
    Mass
    Packed Nutrition
    Nutrition
    Food
    PackedPULL
    Food

    • Higher premium
    • Rapid Growth
    4 Strengths 4 Pillars
    Products and Low Cost and Highly
    Efficient Operation
    Brand Portfolio
    Renovation and
    R&D Platform Innovation of Products

    Global Presence Universal Availability

    Renovation and
    Culture/HR Innovation of Products

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