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formula with an Anglo-Swiss Milk company. Nestle started of as a producer of a single product,
currently they have diversified their portfolio in the food and confectionery segment with over
2000 global and local brands manufactured in 413 facilities in over 83 countries. (Nestlé Global,
2019) The headquarters of Nestle are based in Switzerland, the global strategy development
and majority of the Research and Development are done in Switzerland. They operate in a multi
domestic structure, localizing the brands for their markets. Their brands can be divided into six
corporate brands which are Nestle, Buitoni, Nescafe, Maggi, Nestea and Purina. Under this
umbrella Nestle sells brands like Maggi, Kitkat, Water, Milo, Nido. Nespresso etc. (Wisdom Jobs,
2019).
Nestle, with over 340,000 employees and supplying products to 180 countries, is the largest
company in the FMCG sector in terms of sales (92Bn) followed by P&G (64 Bn) and PepsiCo (63
Bn). (Consultancy.uk, 2018) Nestle is a market leader in majority of its products and as it
operates in a variety of segments in the food and snacks industry, thus it is faced with a lot of
stiff competition from its main competitors in each sub-segment. (Medium, 2018). The top 5
competitors of Nestle are “Mondelez, Mars, Hershey’s, Kellogg’s and Kraft Heinz”. In terms of
revenue Nestle dominates its competitors with a total revenue of 92Bn in 2018 whereas its
closest competitor (Mondelez) has a revenue of only 25.7 Bn. (Owler, 2018).
According to Nestlé’s global strategy of ‘shared value’, they closely listen to their key
shareholders by engaging them on key forums and taking valuable input from them. The
primary aim of the company is to develop healthy and nutritious products by understanding
their consumer, through extensive research and development and enhancing efficiency by
increasing the scale of production. Additionally, they give autonomy to their local and regional
markets to quicken the decision making process and capture greater market share. (Nestlé,
2019)
1. Market Drivers
Nestle operates in 180 countries globally, and it is the homogeneity of customer needs
infrastructure, growth of middle class and increased exposure to foreign products have
increased the demand for Nestle’ products in these markets. A lot of MNC’s including
Nestle identified the potential of these markets, and as their growth declined in
developed markets they started to globalize their portfolio to grow their sales. (Anwar,
2018) No matter, how much the preferences diverge within cultures eventually they
homogenize. Additionally, a lot of the emerging markets want to emulate the west and
use their products. Nestle, with its huge presence and reputation has localized its
marketing and promotional activities according to the needs of the country they operate
in while maintaining their global vision, mission and values. The global brand image of
Nestle gives them the advantage of trust amongst the consumers in the emerging
2. Cost Drivers
mergers and acquisitions has enabled Nestle to reduce their cost of production,
achieving economies of scale which leads to serving the market at a lower rate.
facilities. Given the worldwide network of factories that Nestle has cost optimization
and increasing the efficiency with higher labor productivity as well as employing new
technology has become the strategy for the future. This phenomenon is forced by
Moreover, the improved transportation system due to initiatives likes the belt and road
3. Competitive Drivers
international marketspace. Products like water and chocolates are highly dependent on
the global landscape have put in a huge dent in Nestlé’s sales growth. Their biggest
markets in China and Brazil have slowed down due to economic downturn adding
additional pressure on their sales growth. (Reuters 2016) For developed markets the
increase in demand for healthier, sugar free products have changed the competitive
landscape for Nestle. This will result in more capital expenditure towards research and
development and innovation to cater to the changing needs of the consumer. (Food
When a multinational like Nestle looks to invest in a country it has a higher bargaining
power initially. They are able to negotiate tax free returns for the initial years; as
emerging countries welcome MNC’s. These MNC’s creates thousands of jobs when they
enter into a market, and also invest large sums of money. However, once the
investment is done the host countries negotiation power and policies take precedence.
(Nygaard, Arne and Dahlstrom, Robert, 1992) For example, countries like Pakistan and
Turkey faced high depreciation in their country in the recent years, leading to
government policies toward curbing imports. This had a major impact on the
profitability of Nestle, as the imported raw materials and products for these markets
became a lot more expensive leading to a decline in revenues due to higher pricing.
Thus, we observe that a large FMCG such as Nestle now has majority of its growth coming from
emerging countries. In the early years of their globalization they were able to generate super
normal profits, this attracted competitors to start operating in the global landscape. The
Primary Activities
1. Inbound Logistics
Nestle has a global sustainability plan in which they want to improve products not
only for their customers but for the environment as well as their suppliers. For
example, Nestlé’ sources more than 12million tons of fresh milk from 30 different
countries. They work with 600,000 farmers adding value to their quality controls,
animal husbandry, logistics support. They issue prompt payments to their suppliers
reducing poverty while maintaining quality. Their milk programs have benefitted
countries like China, Colombia, India, Indonesia and Pakistan. They also collaborate
with UNDP to train female livestock workers, thus improving the living conditions of
Nespresso, one of the largest coffee brands, also follows the sustainable
development strategy. 45,000 farmers have been engaged to create the ‘AAA
sustainable quality’ of ensuring the highest quality coffee and improve the lives of
the farmers. Nestle not only pays them timely but also provides training, assistance
and investment to improve the yields of the farms. Due to this both the farmer and
Nestle benefit as the customer gets higher quality products and the suppliers get
They are making strides to strengthen their business through the ‘Nestle Business
counter the increasing costs due to inflation and reduced sales through economic
done to improve the quality of the product that is being produced, while reducing
better serve the customer needs. Once they are successful these learning will be
regional and local marketing teams to localize the products while maintaining the
global brand image. They have also made their organizational structure leaner so the
decision making process is even faster. (Media Marketing, 2006) With over 2,000
world recognized brands Nestle is a marketing power house. They do this by telling a
story, and creating brand association. They take consumer on a journey and match
the values of the consumer to their brand. It strategy of health and wellness
complements the marketing strategy and brings it closer to the heart of the
consumer. Data analytics and consumer insight is essential for the success of the
brands. Lastly their innovation team keeps coming up with new products and ideas,
which make adds value to their brands. (Cameron, N, 2016). As the largest FMCG
Nestle is widely known for its excellent marketing strategies, creating brands and
positioning statements which are etched into the minds of the consumers since a
very young age. Marketing is an essential component of their value chain and
through this they have created the brand equity that they have today.
Support Activities
The primary activities of Nestle are ably supported by the supporting activities. By
hiring the best talent throughout the world they are constantly able to improve their
primary activities. Employing the latest technology with world class manufacturing
facilities throughout the world and warehouse management systems Nestle is able
to differential itself from its competitors. They have divided their procurement in
three main global purchasing hubs to ensure cost optimization by leveraging their
size and scale. Currently they are in a consolidation phase, optimizing their
For Nestle the main value adding activities are visible in inbound logistics, as they partner with
suppliers and in marketing activities in which they create powerful brands which resonate with
the customers.
The international strategy of Nestle is based on a differentiation and multi domestic strategy
according to Porter’s Generic competitive strategies Through their ‘Nutrition, Health and
Wellness Strategy’ Nestlé’s aim is to enhance the lives of ordinary people and contribute
towards a healthy living standard. (Ifm.eng.cam.ac.uk, 2019) With a global brand presence, they
differentiate their products through constant research and innovation. Even though they are a
global company, however, their localization strategy enables them to connect deeply with
customers’ worldwide. We can also, categorize Nestle as being multi-domestic. This means that
Nestle has low global integration and a very decentralized and autonomous structure.
Consequently, Nestle is able to adapt to local tastes and cultures and design unique marketing
Nestle achieves their competitive advantage through their four main core competencies, which
and Operational Efficiency”. (Nestlé, 2019) These inter related core competencies enable them
to develop new products, improve quality and efficiency and be consumer-centric. Through
matchless R&D, worldwide presence and a diverse product portfolio Nestle is able to
Nestle has built a strong value chain over decades, creating tough to copy advantages which
distinguish Nestle from its competitors. In terms of entry into the emerging markets Nestle tries
to enter them before any of the competitors. Given their large scale and extremely efficient
research and development processes they build a huge customer base with their high quality
products. As Nestle, engages the local suppliers for sourcing its raw materials for milk, cocoa
and coffee they develop them along with improving their yield, while preserving the
environment. Through this they improve their image in the minds of the consumers, as it links
their global strategy of “creating shared value” to their actual business practices. Along with
differentiation they are also able to minimize cost by achieving economies of scale. As the
source the raw material in such large amounts, and with increased concentration towards
operational efficiency they are able to be cost effective as well. (Blogs.baruch.cuny.edu, 2013)
For example when Nestle entered into China, 24,000 fresh milk producers were engaged to
cater to 78 collection centers. Nestle invests USD 200Mn to improve the lives of these farmers.
This is one of the many examples of Nestle does to improve the lives of their suppliers under
the resourcing responsibility strategy (Nestlé, 2019). Subsequently, they are able to create an
ecosystem within their value chain through which they get the best quality raw materials, by
obtaining cost and quality advantages. Whenever, Nestle moves into a new market it develops
the supplier according to their own standards, thus they obtain premium quality products.
Every Nestle factory has its own R&D which carefully analyses the quality of the products
according to very strict standards. They also ensure that the criteria of local and global
standards are met, hence creating healthy products, improving their brand image which
Nestle employs a customization strategy for the local markets rather than universalism. They
acquire local companies to utilize their experience in developing products which resonate with
the local consumer. They use the global identity but localize the ingredients for the local
environment. Due to the autonomy given by the Nestle Global, local branches are able to
determine their own prices and distribution mechanisms according to the rules and guidelines
of the global team. This corresponds to their multi-domestic strategy and enables them to
Nestle has been operating for more than 150 years now, through this they have been able to
create patents and copyrights for their brands. Nestle files for new patents every year ensuring
they are covered legally. Their patents cover all the developments of their R&D teams which
have come up with matchless products to support the suppliers and improve the quality of the
them to create trust in the minds of the consumers whenever, they enter into a new market.
Subsequently, they generate huge amount of brand equity from this. (Rankingthebrands.com,
2019)
Human Resource is the key to sustain the competitive advantage is the long run. Nestle hires
the best researchers, marketers, supply chain analysts and accountants which enables them to
create value for the shareholders. Nestle is ranked on 79th in the global best employer ratings.
(Forbes, 2019) Their research and development team has been able to constantly come up with
nutritious products. They were the first confectioner to remove all kinds of artificial flavors,
colors and preservatives from their products. Additionally, they have developed organization
capabilities which are replicated internationally. They utilize the expertise of the local
companies by acquiring them, through their strong financial ability. (UKEssays.com, 2016)
To maintain their competitive advantage and to compete with nimbler competitors Nestle
invests more than 1.7Bn in research and development utilizing the best brains in 30countries.
Consequently, they are able to leverage the knowledge of the most talented scientists and
researches throughout the world. Additionally, the creation of Nestle R&D accelerator in their
headquarters will utilize the top experts in the food and nutrition segment. (Nestle
Global,2019)
Under the value creation strategy of Nestle, they are looking to increase growth, reduce costs
and optimally allocate resources. They are investing in high growth categories to improve their
organic growth. This growth will be spurred by extensive research in marketing as well as R&D.
They also want to increase their presence in emerging markets, which already contribute to
42% of their total sales, by localizing products as well as entering new markets. Given the highly
disruptive environment of today Nestle wants to utilize its digital footprint to achieve higher
growth targets as well as closing down or turning around underperforming businesses. The
Nestle business excellence program will help them reduce costs by consolidation of
procurement in three global hubs as well restructuring the organization. New initiatives will
help them deliver products faster to the market as timing is the key, due to more and more
competitors entering the market. The optimal allocation of resources will be done through
disciplined acquisitions, acquiring companies which fit the profile of the business of Nestle. Also
paying out dividend and investing in organic growth is the future. (.foodingredientsfirst.com/,
2018)
Lastly, Nestle wants to grow and innovate sustainably. With evolving consumer preferences
Nestles is engaged in promoting affordable plant based nutrition and using recyclable material.
This will not only preserve the environment but also enable them to grow organically.
The strategic goals of Nestle are very clear for the future to maintain their competitive
advantage. Investing into R&D to produce nutritious products at a much faster pace as
compared to the competitors will enable them to maintain their lead as the largest FMCG in
terms of sales. Their core competencies and global brand portfolio localized to the needs of
their local markets enable them to leverage their brand name and increase their sales.
In conclusion, Nestle has built an empire in the last 150 years, which is being constantly
giants like Nestle. However, the strategy for the future is very clear as Nestle consolidates its
factories, optimizes its costs and creates new R&D centers. The savings from cost optimization
would be utilized for research and development to meet the ever changing needs of the
customer. Nestle has to protect its legacy of 150 years through their core competencies and the
competitive advantages that they have achieved in terms of R&D, global presence and brand
portfolios It is expected that Nestle will survive this onslaught and come out even stronger.
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