Executive Summary
to year, it is proved by its many factories stood at almost the whole
Nestlé is a multinational company in Vevey, Switzerland which is
engaged in food. Was founded in 1867 by Henri Nestlé. The
company produces food and beverages such as baby food, milk,
coffee, chocolate, and others. The company is included in the stock
exchange SWX Swiss Exchange. In 1842. Henry Nestle bought one
of the industry's most progressive and agile in the region at that
time .. he is also involved in producing peanut oil (used as fuel oil
lamp), liquor, rum, and vinegar. He also began mempruduksi and sell
carbonated mineral water and lemonande, despite the crisis years of
1845 and 1847 to stop production of mineral water Nestle.
Nestle began to grow and develop into a food company in the world,
as well as food and beverage companies that have in trust by many
people around the world for generations until now. Nestle is
scattered across many countries, Nestlé is committed to keep
developing products through innovation and renovation in order to
satisfy the needs of its customers worldwide.
Vision and Mission Nestle
Nestle tried to provide and facilitate the best for people's lives
through their way of life in the world to meet the needs of consumers
and providing solutions Nestle contributes to a better quality of life.
Nestle always pay attention to the surrounding environment by
creating a healthy environment for all people around the world, the
Nestle realize his desire to provide and create a healthy environment
for all people around the world with entered into a collaboration with
experts to provide and anticipate problems concerning healthy
environment for the whole world.
The company performance
in the world market now Nestle chart shows a very uphill from year
world. Nestle always provide something new every time, Nestle also
brings new products to the various forms of new packaging so that
the price of Nestle products can be affordable by all among the
general public worldwide. In addition to the activities of a
commercial nature Nestle also organize social activities by providing
donations to foundations soial worldwide.
Qualifying products
Some examples of Nestle products are as follows:
Nestle launched its flagship products such as breakfast cereal for
children. The uniqueness of the product is based on the findings of a
research and development center in the Swiss Nestle recently
succeeded in applying the technology to process wheat. The result is
rich in nutrients without compromising delicacy and texture.
Nestle baby foods are also launching brown rice and brown rice
nestle milk, and baby food with lots of flavor options.
Bear Brand milk made from fresh cow's milk is sterilized and
packaged in a tin with a clean berta 195 gr.
Nestle also produce milk for children whose diverse taste. that makes
kids like to drink susu.karena therein artifacts beberbagi kinds of
vitamins.
Nestle also produces a delicious chocolate, and no preservatives and
no artificial sweeteners and no mixture of chemicals.
Some brands of Nestlé products are marketed in Indonesia, among
others: Dancow Nestlé powdered milk, instant coffee Nescafé,
Nestlé Milo, Nestlé Porridge Toys, Kit Kat, Polo, and others.
International Network
Nestle is the establishment of Joint Venture with the use of this form
of business Nestle has the advantage that the company can take
advantage of its local partners about the knowledge of the conditions
of competition, culture, language, political systems and business
systems in the country where the company will be established. When
development costs or risks opening of foreign markets is high, a
company can take advantage by sharing costs or risks with local
partners, so Nestle can develop rapidly and established a strong
relationship.
Prospects for International Market Development
In the era of globalization adult This, competition is getting tougher
conditions where each country to open their markets to each other.
Nestle obtaining product development to develop products with
attention to consumer tastes that can be received and compete in
international markets.
The impact of the world financial crisis will not affect the analyzed
consumption of Nestle products given the small share of household
expenditure. During the supply of Nestle products with a guaranteed
fixed price still reasanable, then the possibility of development of
Nestle products processing industry will remain attractive and the
influence of the global financial crisis is not significant.
The Company Location
Location of a company is very supportive to the company's
performance than that Nestle always do research before set up a
branch in a State, it is aimed that her later when Nestle plant
establishment in that State can be run efficiently and effectively.
Headquarters
has Nestle headquarters in Vevey, Switzerland to address Avenue
Nestlé 55, Case Postale 353, CH-1800 Vevey, Phone: 41-21-
9242111, Fax: 41-21-9211720, while the center is the development
of Nestle Ver-Chez-Les-blance, Case Postale 44, Ch-1000 Lausanne
26.
Branch Office
In Southeast Asia, Nestle has 23 factories producing various kinds of
food and beverages. Nestle branch office is divided into three areas,
namely in Europe, America, and Asia, Oceania, Africa.
Situation Analysis
EXTERNAL ENVIRONMENT ANALYSIS
External Environment Analysis of
the external environment analysis aims to determine the threats and
opportunities. A threat is a condition in the general environment
which can hamper the efforts of the company to achieve strategic
competitiveness. While the chances are the conditions in the general
environment that can help companies achieve strategic
competitiveness.
The process is carried out continuously to analyze the external
environment is to do the scanning (scanning), surveillance
(monitoring), forecasting (forecasting), and assessment (assessing).
Macro Environtment
At the macro environment consists of technology factors,
government, economic, cultural, and demographic factors, in this
environment Nestle always take advantage of these factors to
develop a marketing strategy in every country.
Technology
One dimension in the analysis is the trend changing technology
environment or application of the technology developed in the
market or industry which in turn will affect the strategy.
Technological change will bring opportunities and vice versa the
existence of alternative new technologies will also present a threat.
Therefore PT.Nestlé create a technology that is always new but
always pay attention to a healthy environment. The impact of new
technologies Nestle is an important issue that can maintain the
existence in the world market today and supports the quality of
Nestle products. sometimes new technology became a critical issue
for the transition to the new technology changes Nestle always
members training to its employees first.
To coordinate all business units around the world then takes the role
of information technology systems that can coordinate all business
activities in order to obtain competitive advantage. Previous Nestle
has implemented a corporate intranet in 1997, which aims to support
five business activities, namely purchasing, marketing, business
intelligence, technology, and human resource management.
Corporate intrenet known as Nestle Kit Assistant Intranet (NIKITA).
NIKITA is a software developed by Nestle itself and become a
blueprint for the development of an intranet project further. This
system is used more than 80,000 employees worldwide Nestle. Email
is a fundamental means of interaction in Nestle and has become a
culture of work in Nestle to interact between departments by simply
using email. Notification, important news, instruction, and regular
business communication using media mail. Therefore intrenet and
email is a basic requirement Nestle and making communication
faster and more efficient.
With the increasing competition in the food business industry, then
Nestle require information technology support can unite all its
business units.
Changes in technology at the same time does not directly affect
Nestle in a its products but still need some time. Usually beneficiary
walk from most markets or products, indirectly the entire product
will be changed but step by step.
The Government
Governments have an important role in the life of Nestle. The
Government usually serves as referee and ensure the rule running
properly. In this role the government will issue the rules and
regulations that will affect the lives of PT.Nestlé itself
through state enterprises (SOEs), a direct competitor Nestle
pemeintah who happens to be in the same line of business. Nestle
company manager must understand the process of government
decision-making. Although the government is expected to be a fair
referee, but the decision will be colored by pembenturan interests.
Thus Nestle managers can perform precise anticipation.
Economic
Evaluation of strategies including consideration of the economy,
particularly inflation and basic health conditions of the economy as
measured by the unemployment rate and economic growth.
Investment in capital-intensive Nestle takes appropriate in a healthy
economic situation than the current sluggish economy. Normally in
fact the field sufficient to look at the economic conditions in general
will be able to measure the economic health of indus-tri individual.
Culture
That way cultural change can bring threats and opportunities exist
throughout the peru-sahaan kesuaian. The establishment of a branch
factory of Nestle should pay attention to corporate culture prevailing
in the country duatu. In addition the company Nestle could always
see the culture of the people who thrive in a State that Nestle can
match its products to a country and can define pricing strategies as
well as suitable for that State.
Demographics
Demographic trends can be a major force underlying market forces.
Some demographic variables such as age, income, education and
location grografi. it means that there is a market for Nestle products
to enter without having to build trust in a brand. Technical rapidly
growing population and support all companies and industries
affecting the well outline the company's strategy. Examples
population of Asia and the US approximately 5 million people in the
US will increase by 165% in 2000. It is also a factor that has always
been a company to market its products to a country, much of its
population in a country means the opportunity for Nestle to be more
developed in a country. Nestle was always doing research to a
country by surveying a population, per capita income, age, gender,
and age. For the per capita income in a country can be measured to
determine the price of Nestle products appropriately.
Environmental Micro
Inter-Industry Competition
Nestle is getting bigger and aggressive with the findings of the type
of product. No less there are dozens of products launched Nestle
with hundreds of types. Almost all of the products that succeed in the
market, of course, because it supported a strong distribution and
marketing of the sharpshooter concept.
As a manufacturer of food and beverage terkemukar, very observant
presenting Nestle products favored customers. Proven excavation
types of products based on taste (taste) of various countries loss
success. Marketing strategy with the concept of Emotional
Marketing arguably great success. Menggangkat concept emotion
consumers resulting in proximity to the product. As a manufacturer
of food and beverage, Nestle almost pitch alone without competitors.
The emergence of a variety of other brands, can not shake the
position as the largest producer Indofood. Other products only
compete for 25 percent of market is left Nestle.
From the largest competitor Nestle many of whom are Unilever
because the company has a variant that so many on the market and
has long been on the world market, this does not make PT.Nestlé
lose motivation for to survive and thrive in the world market but this
makes Nestle to be more solid in conducting reforms to make Nestle
remain are also increasingly able to dominate the world's food and
beverage market.
Within the next few years, PT.Nestlé sure that the product market
dominance Her, will be controlled by Nestle products. Therefore, the
company's pioneering food and beverage own brand and also a sense
that match the tongue of the people most of Indonesia and the world.
However, this kind of business competition will not stop. Because
other manufacturers see huge opportunities in this business sector. It
is certainly beneficial to consumers as more and have a variety of
choices.
Newcomer
velocity of money in the business formula Rp 6 trillion a year. A
third belongs to the premium class and the rest are ordinary class.
The premium class competition is very tight. In the regular
classroom, At Nestle for dairy products have sales reached almost
50%. The rest, of course, be shared with other players such as Sari
Husada or Friesche Flag, Flag, True its milk producers can perform
such competition against Nestle dairy products output.
Contributions milk sales worldwide quite tolerable for inflating the
cash Nestle. Nestle infant formula that is classified as belonging to
the middle class is Lactogen. Newcomers to the type of Nestle dairy
products have a competitor, PT Sari Husada. SGM child milk
producers, Lactamil, and this Vitalac in a year can produce the milk
of 41,500 tons. Of that amount, for the purposes of its own products
as much as 80% of its sales figure is rising. In 2003, the sales figures
reached Rp 1.1 trillion, up from Rp 1.02 trillion a year earlier. The
net profit reached Rp 220.6 billion. So, throughout 2003 growth of
16% volume increase. "Net profit grew by 24.4 Product Sari Husada
as Vitalac is owned Dancow class with Nestle. Initially both are to
get along. Even sharing the market. However, since early 2004, Sari
Husada was not embarrassed again make competing products such as
Vitalac 1, 2, and 3, SGM 1.2, 3, and 4, as well as Vitalac LF (lactose
free) that strictly coincides with Nestle products such as Dancow and
Lactogen.
Buyer
As a multinational company Nestle has a large market share in its
show of many types of products marketed by Nestle, such as coffee,
cocoa, cereals, milk etc. With its multitude of Nestle products it will
be its impact on many Nestle consumers, because in any Nestle
product is issued then the product has always had its own target
market.
Nestle is always success in every country because Nestle always pay
attention to the suitability of the tongue from its customers, in every
country has a sense of Nestle products, packaging and different
prices. Nestle doing this all because in every country there are
always differences in taste like the taste and price, so Nestle is
committed to be able to adjust its product is different in every
country so that its products can be received and enjoyed by the
consumer so that the resulting satisfaction.
Product Replacement
True it in the world market Nestle has become king in food products,
but the competitors are always making changes and developing its
products to be able to compete with Nestle. But so far Nestle always
be one step ahead of its competitors by creating new products is
needed wider community, Nestle in issuing its products always look
first at what needs required by its customers. So that the products of
his competitors like Unilever can compete by Nestle products
quickly, this time Nestle always able to meet its customers' needs
with its diverse product Nestle is issued.
Analysis of the Internal Environment
Internal Environment are factors that arise from within the company
itself, those factors relate to problems within the company regarding
the company's performance as a factor of sales, marketing, financial
resources, human resources, and research and development.
Sales
global food giant Nestle sales in the first nine months of this year
dipped 2.3 percent to 79.5 billion francs (52.6 billion euros, 78.9
billion dollars), due to a strong Swiss franc. The impact of currency
took 5.2 percent of sales for the first nine months of this year,
organic growth excluding the impact of acquisitions and currency
fluctuations - stood at 3.6 percent for the period even though so this
food giant had recorded a full-year earnings 18 billion francs in
2008.
So far, sales of Nestle products pretty well all over the world we can
take the example of the sale of Nestle products in China. Nestle sales
in China have risen 12% -13% than 2008. Last year, Nestle China
was able to record sales to 2.23 billion Swiss francs, or US $ 2.1
billion. This amount is equivalent to 2% of global Nestle sales
throughout 2008. This occurred tiidak spite of Chinese government
policies that give some subsidies to boost domestic consumption
making Nestle SA sales skyrocketed. Not surprisingly,
manufacturers of the world's largest food and beverage is also
targeting, their sales in China this year could rise to 20% compared
to last year.
Nestle is able to take advantage of popular Chinese government's
policy very well. At present, China Nestle operates 21 factories and
sells various food products and beverages. Coffee, bouillon, milk,
and ice cream is the best-selling food products in the country of a
billion inhabitants. Hence, Nestle did not hesitate to build the world's
largest bouillon factory. The factory which devoured 320 million
yuan investment is capable of producing 100,000 tonnes per year
bouillon. Making the bouillon factory is one way to increase
production capacity Nestle major products. This policy also confirms
that the acquisition of the food company is not a priority.
In addition to the main products, Nestle also offer new products such
as liquid milk made from traditional Chinese. The product launch
comes after the Chinese government found traces of melamine in
liquid milk production of 22 companies, including China Mengniu
Dairy Co., the largest liquid milk producer in China.
Marketing
Nestle has built its own distribution channel that provides its
products to be bought wherever and whenever consumers want buy
it. Sales of konvektorinya depending on the amount of inventory,
with market research shows 60 purchases visible. Konsukuensinya,
Nestle tried all of the outlet channel as much as possible and then all
seller and retailer channel. In addition Nestle has a nice mix of
marketing strategies so that in its marketing in the field Nestle did
not get a great difficulty.
Advertising brings an important role for the growth of Nestle brand.
Therefore, Nestle spread his advertisements to the whole world to
melonjakkan Nestle product sales alone. Besides Nestle marketing its
products through Nestle database, this database uses a single product
code, so that buyers Nestle products in one country can buy the same
product from Nestle divisions in other countries. Nestle
disentarlisasikan entire database in 6 data centers, and can be
accessed via the Internet. Nestle also can find out how many
purchases made by one account, the negotiation process is done
tersentalisasi, thus providing a greater volume per one purchase
order, thereby more efficiently. Cross-country purchases become
more easily coordinated.
Financial Resources
Nestle Settings financial resources are regulated by clear information
systems, using information systems developed by Nestle, the data
sources in the various branches of financial Nestle Nestle spread
almost all over the world can be controlled by either by the central
office. Nestle's financial statements reported by any of its branches in
a period once a week, to do this at Nestle center can control its
finances well and can avoid its happening span of control in
managing their finances.
Nestle was always perform monitoring-monitoring to each branch
her to continue to carry out monitoring in addition to want to control
his company's performance but also in order to instill a strong unity
in every branch of Nestle which spread in almost parts of the
country.
Human Resources
Nestle certainly requires resources in the form of, among others,
human resources, infrastructure to know- how (knowledge).
Management is responsible for providing these resources, so that
they form a separate logistics team to provide sufficient support to
the team that implements at Nestle. General logistic team led by top
management that acts as a mediator between top management and
the team. He also trustworthy and responsible in providing the
necessary human resources in the right time, the right time and the
right quantity pula.sehingga performance of the company can be
established as well.
Top management also assist in gathering the necessary support and
cooperation of employees, which sometimes act negatively against
the Company. Nestle top management usually they are made up of
people who are experienced and understand the ins and outs of the
business, to understand what works and does not, and can handle
employee dissatisfaction. Therefore, they are accustomed to dealing
with issues that become an obstacle to the implementation of Nestle.
Nestle itself always conduct open recruitment is different in each of
its branches, the company prioritizes genuine people who live in the
country in order to obtain it human resources fit with the corporate
culture prevailing in the country. But the company also always bring
in experts who come from different countries it is caused because the
human resources of each country have differences.
Research and Development
Before issuing its products Nestle certainly did a survey and research
of its products to the market in order to be able to know the strengths
and weaknesses The products and so that later when Nestle products
that will be output can be received by the consumer. Nestle always to
test its products to market before actually marketing it to the
marketplace.
In addition to always do research on the market of products Nestle
has tested prior to its research and development by experts in the
company Nestle, the products have passed the test it should be meet
all requirements in order to test the feasibility of current
consumption by the consumer Nestle products do not cause
something negative. All of these processes at its end intended that
raised the confidence of the consumer to the product Nestle. The
experts also always seeking development on Nestle products in order
not considered old-fashioned and always be able to maintain the
continuity of the company in the world market.
SWOT Analysis (Strengths, Weaknesses, Opportunities,
Threats)
Strength
is important to every object the market the company is capable of
cooperating in business. By using a simple SWOT analysis increases
the company and any directors who want to be led. The company's
ability to position its products depends on the ability and customer
satisfaction in need. This is the value contained in the marketing,
including sales and market share, the analysis of the competition,
sales and profits for the future and analysis of changes in consumer
behavior.
Nestle in a cooperative is the largest food producer and the best
brand. With high quality for many years Nestle maintaining product
quality mengahdapi other competitors but still maintain a balance in
the business.
The name could be an award of global production and purchasing
economies of scale and increased world travel, can instantly realize
the importance of the product. With a product portfolio including 8
of 30 konvektori brand sales, such as Quality Street, Aero, Smarties,
Polo, and Rowntree's Pastilles fruit, Milky Bar and After Eight, and
it is important that the object of marketing in each product must be
compatible on the whole object of the company. As a group or
individually, each product has the character, strengths, weaknesses
and consequences, object marketing of any product must be
specialized.
The advantages of Nestle for 50 years became the best food brand
and be the brand for konsumen.Ketika minded consumers
menikamati Nestle products, the strapline 'Have Nestlet have a break
'will be a semantic network. Shape and it also follows in the area
where he produced, then have succeeded for 50 years entered the
ranks of the world's favorite snacks. An assortment of variations was
launched which makes Nestle achieve success.
Weakness
Nestle Product hardly encountered shortcomings because they
always draw attention to the changing market demands and tastes of
consumers. Following the needs of consumers is the cornerstone for
the success of the company. But if studied in kagi shortage Nestle in
terms of promotion in 1999 who made the sales drop. From the data
obtained from the field it is known that during adolescence are less
like Nestle and more like other brands that they think their life would
be more suitable.
To overcome this Nestle made a decision memluncurkan new
products more youthful. And after 1999 this product dilucurkan
change in sales experienced a very significant peningkatanan make it
back into the ranks of the best crispy chocolate products. Based on
the experience of Nestlé promotes its products through two media, as
already discussed above. Nestle however be under increased pressure
with the advent of new products competitors who will compete in the
distribution market.
Opportunities
Changes in consumer tastes presents a good opportunity for Nestlé to
create new variants for consumers, to see the business opportunities
that exist sensitivity required to read the external environment
changes. Field survey into the best way to find out the changes,
consumers always want to be noticed and fixed or variable nature.
Opportunities are now demanding Nestle to continue to renew its
products but maintained the principle to maintain the state or
character of the original product that has always been a characteristic
of the product Cirio Nestle with its other products.
Besides the big names Nestle also has become one of the good
opportunities for product Nestle due minded consumer brand that
was the cause consumers will still buy Nestledimana and at any time.
Always pay attention to objects usually market where these products
are marketed as expected long-term benefits market automatic object
remains and must evolve. With the patent brand with the strapline
'Have a break have a Nestle' try to reach all people shut everything
possible contenders for the inattention of all aspects.
Threats
In the case of Nestle experienced rearguard by Danone to match the
brand name is the name Cit Cat, this becomes inadvertence Nestle
and Nestle's reputation threats. This condition is clearly a very
disturbing because this brand is Nestle taking this first tough
challenge so that an attempt is made appeals to the Director General
of the Directorate of IPR in particular to the brand. In filing a lawsuit
Cit Cat subjected to bad faith wear the same brand belongs to Nestle.
Threats like this that can affect businesses trying to equate the brand
makes consumers affected and make unhealthy competitors.
Therefore, in the face of these challenges need to be reorienting why
Nestle product could have a competitor whose name is almost the
same. From the reviews proficiency level can be seen that Nestle was
so successful that competitors trying to emulate. Good management
also supports the strength of the brand, a good business plan will
make Nestle achieve success and maximum profit.
The new discovery will make it a competitor to develop a product as
an evaluation to improve the quality of a product. In order for other
products far behind is used Marketing Plan targeted and focused so
that the fall of the right products, its core business conditions that
exist around the subject of cermatan and understood trying to
overcome the challenges it can also be avoided.
Nestle using SWOT analysis in its products in order to continue to
improve and make improvements towards a more positively to the
quality of products and services to the public Nestle worldwide. By
knowing the strengths, weaknesses, opportunities and challenges that
will be faced by Nestle then this would be a strategy that will be built
later by Nestle and SWOT knowing the company can create positive
ideas that Nestle may continue to exist and be able to compete with
competitors other international markets, in addition PT.Nestlé can
continue to realize his dreams in the future.
Strategies For Competitive Advantages
Every product on the shelf , every service and every customer
contact helps to shape this image . A brand Nestlé name on a
product is a promise to customers that it is safe for consumption,
which complies with all regulations and that meet high standards
quality.Customers expect us to meet promise every time.Under
situation will we compromise on security aproduct and every
effort should be made to avoid danger to health. Wise, comply
with all laws and regulations relevant is amust and is not
negotiable . People , equipment and instruments aremade safety
toensure available and suitability of products Nestlé at any time.
The effortis worthy. The company with quality standards very
large making mistakes less, wasting less time and money and be
more productive. They also make higher profits . Quality is our
product the most successful. It is key to our success , today and
tomorrow.
Marketing Goals and Objectives
Nestle strong desire to provide healthy products to the general public
around the world so that people around the world can be assured of
his health with his present Nestle products of assured quality , In
addition Nestle has a goal like many other companies that want to be
able to compete with other companies it with healthy competition
and can dominate the world market. Now the purpose of the
company Nestle to dominate the world market in a healthy manner is
almost realized by using a good market strategy and hard work
Nestle is getting stronger and growing rapidly.
Nestlé business objective is to manufacture and market the
Company's products in such a way to create value that can be
sustained in the long term for shareholders, employees, customers,
and business partners.Nestlé recognizes that consumers have a
sincere and legitimate interest in the behavior, beliefs, and actions
the company behind brands in which they place their trust and that
no consumers exist.Nestlé Company will not continue to maintain its
commitment to follow and respect all applicable local laws in each
market.
SMART Analysis:
S = Specific
M = Measurable
A = Actionable or Achievable
R = Realistic
T = Time Frame
Marketing Strategy
Market Segmentation and Targeting Strategy and Consumer Profile
Analysis Market Segmentation
To get the maximum market share and in relation to the product in
the minds of consumers, according to our observations and our
market surveys have concluded that Nestle Pure Life
Water'ssegmentation is based on two points.
• Segmentation geographic
• demographic Segmentation
Geographic Segmentation
The company has divided the geographical segmentation in some
areas. First they have a segmentation of the entire country and of
each provincial capital, they divide the area to the north, east, west,
south. So it can be easy for companies to work efficiently in the
supply chain management.
Demographic Segmentation:
Nestle Pure Life is not that only the highest quality products using
high grade. This product is for all. Infants to the elderly. There are no
age, gender, income and other types of restrictions on the use of
theproduct. This product is for all. Anyone can use the product as
needed.
Targeting Strategy

According to our observations and survey the market, we have

concluded that therefore there is no set demographic techniques to
set a specific target market. Because water is something that can be
required of each orang.Semua people can use the bottle size Nestle
offer. Nestle Pure Life comes in four different sizes. The fourth
target different types of people and lifestyle.