Arab Academy for Science,

Technology and Maritime Transport

Module : Advanced Marketing Management “MKT935”

Midterm Exam
Program : MBA
Date : 04/07/2021
Student : Ahmed Mohamed Abo Taleb

 Task 1 : Organization name: NESTLE

Nestle is a multinational food and beverage corporation with
businesses all over the globe. It is one of the world's largest
food and beverage companies, founded in 1867 in
Switzerland by Henri Nestle, a pharmacist Powdered and
liquid beverages, nutrition and health science, milk products
and ice cream, pet care, prepared dishes and culinary aids,
sweets, and water are some of the items and services it
provides. Nescafé, KitKat, Nespresso, Maggi, Gerber,
Purina, Buitoni, Herta, Dreyer's, Toll House, Lean Cuisine, S.
Pellegrino, Milo, and others are among the company's
brands.Nestlé employs roughly 339,000 people and has 447
factories in 189 countries. L'Oreal, the world's largest
cosmetics business, has it as one of its major owners. Its
competitors are Unilever, Mars incorporated, Parle products
limited, etc. Nestle's main motto is "good food, good life," and
as time went on, the company began to produce different
products such as chowder and chocolate. Nestle's core
vision is to make good quality products that make consumers
happy and healthy all over the world, as stated in the mission
of the company.

Stakeholders:
Internal stakeholders include employees, managers, and firm
owners or shareholders. Society, government and regulation,
non-governmental entities, customers, suppliers, and other
external stakeholders are some of the company's external
stakeholders.

Key customer segments:

Nestle's customer segmentation is based on age, gender,

income, and educational achievement.
Age: Nestle never provides the same product to people of
different ages. It offers milo for children and coffee for adults,
for example.
 Income: Nestle creates items that save money, and even the
average person can buy them because they are made in
small quantities so that everyone can purchase them.
Occupation: Nestle also manufactures its products based on
the professions of its customers.

 Task 2: Internal and External environment of Nestle

Internal environment:
 Nestle's employees are happy, and they strive to
achieve specific goals. They are an important part of an
organization's internal environment.
 Nestle's resources have been exploited to the fullest
extent possible.
 Customer happiness has been obtained by Nestle. As a
result, it has a positive reputation among clients.
 Nestle has a team of experts who are capable of
delivering ideas to help the company achieve its goals
and objectives.

External environment:

Nestle is mostly up against competition. Nestle has played

great in the competitive market.
 Market: Nestle has effectively managed market
demand through thorough market research.
 Technology: Nestle uses advanced technology to
create its products.
As a consequence, all of the identified components clearly
show the internal and external context in which Nestle
operates. Nestle must analyze all of these issues when
launching a new product. Nestle must predict changes in
climate by taking advantage of the opportunities that exist
in the environment. Nestle must try hard to turn its
 deficiencies into opportunities and to fight the risk with
strength.

 Task 3: Swot analysis

Strength:
 Research and development abilities are unmatched
 With one of the most geographically diversified revenue
sources, the company has a strong global reach.
 Product and brand portfolio that is unmatched
 Efforts to ensure environmental sustainability
 Ownership of some of the world's most well-known
brands
 Unmatched research and development capability
 Strong geographic presence, with one of the best
geographically diversified revenue sources
 Unrivaled product and brand portfolio
 Environmental sustainability efforts
 Ownership of some of the most recognizable brands in
the world

 Weaknesses:
 Criticism over high water usage, selling contaminated
food, anti-unionism, forced child labor and using other
unethical practices
 Contaminated food recalls
 High water use, the sale of contaminated food, anti-
unionism, child labour, and other unethical practises
have been questioned.
 Recalls of contaminated foods.

Opportunities:
 Clear and accurate labelling indicating of any harmful
products
  Transparency in material sourcing
 Growing number of small Silicon Valley based food
startups
 Growing ready-to-drink (RTD) tea and RTD coffee
markets
 Labeling that is clear and accurate, indicating any highly
hazardous products
 Material sourcing transparency
 A growing number of small food firms are located in
Silicon Valley.
 Tea and coffee ready-to-drink (RTD) markets are
increasing.

Threats:
 Water of poor quality and shortage
 In the beverage and food industries, there is more
competition.
 Due to big weather disasters, the price of coffee beans
could surge.
 Poor quality water and its scarcity
 Increased competition in the beverage and food industries
 The price of coffee beans could significantly rise due to
major weather disasters


 Task 4 : Marketing objective

Objective:
 To be the world's largest and best food brand in terms of
quality.
 To form a connection that will aid in the acquisition of a
larger number of clients.
Marketing Plan:
As Nestle's marketing manager, I would advise the company to
develop a social media campaign. This social media campaign
will feature a range of the company's products and will also
feature some personalities. Individuals interested will taste
different items offered by the company and then give their views
in a promotional film. This campaign will not only increase client
satisfaction with the quality of the items, but it will also help the
company develop.