BACHELOR OF SCIENCE (HONOURS) BIOLOGY

FACULTY OF APPLIED SCIENCE

CAWANGAN NEGERI SEMBILAN KAMPUS KUALA PILAH (BETING)

PRINCIPLES AND PRACTICE OF MARKETING

MKT420

MARKETING ENVIRONMENT

GROUP/CLASS: AS2014A1

STUDENT’S NAME STUDENT ID

ANIS AQILAH BINTI AHMAD MURAD 2021383311
AININ SOFIYA BINTI KAMARUZZAMAN 2021127551
ZUREEN SOFEA NATASHA BINTI MOHD ZAZELI 2021106629
NUR’AIN SYAFIEQA AZWA BINTI ROSDIE 2021985975
DAMIA NUR SABRINA BINTI DEENOH 2021127381

SUBMISSION DATE: 2nd DECEMBER 2022

PREPARED FOR: SITI HAJAR MD JANI
 TABLE CONTENT

INTRODUCTION.................................................................................................................... 3

MICROENVIRONMENT ...................................................................................................... 4

Competitors .......................................................................................................................... 4

The Company ....................................................................................................................... 5

Suppliers ............................................................................................................................... 7

Intermediates ........................................................................................................................ 8

Customers ............................................................................................................................. 9

MACROENVIRONMENT ................................................................................................... 10

Political................................................................................................................................ 10

Economic ............................................................................................................................. 10

Socio-cultural...................................................................................................................... 12

Technological ...................................................................................................................... 13

Environmental .................................................................................................................... 14

CONCLUSION ...................................................................................................................... 16

REFERENCES ....................................................................................................................... 17
INTRODUCTION
A marketing strategy is a company's overall game plan for reaching out to potential customers
and converting them into clients of their products or services. Any business plan must contain
a marketing strategy. A marketing strategy includes the company's value proposition, core
brand message, statistics on target consumer demographics, and other high-level aspects
(Barone, 2022). Businesses rely largely on meeting customer needs for goods and services.
Business’s marketing strategy will be affected by marketing environment forces. Kotler and
Keller refer to the marketing environment as “the personalities and actions that have an
influence on company decisions and results”. A marketing environment includes all of the
internal and external aspects that drive and impact a company's marketing initiatives
(Udoagwu, 2022). External variables such as socioeconomic and technological developments,
as well as political and competitive dynamics, are outside an organization's control, even if it
has power over internal factors. The external marketing environment is divided into two parts:
microenvironment and macroenvironment. Although marketers have no control over these
external factors, they do influence the decisions they make when establishing a strategic
marketing plan.

This case study presents a microeconomic and macroeconomic analysis of Nestlé

Nutrition, a factors that are likely to influence the company's success. Nestlé has over 2000
brands, ranging from global icons to local favorites, and is present in 196 countries worldwide
(Nestlé: Good food, Good life , n.d.). Nestlé's mission is to improve people's lives and
contribute to a healthier future. Nestlé's first product line was introduced to the market in the
1860s, when infant mortality in Switzerland was exceptionally high. The company, led by
pharmacist Henri Nestlé, successfully established a well-known name in global markets by
developing a distinct product brand. Nestlé has also achieved a high level of financial stability
by emphasizing long-term growth and shareholder value. Nestlé is the leading multinational
corporation in the food industry. They manufacture coffee, bottled water, milk products, tea,
breakfast cereals, biscuits, baby food, and many other items. According to their annual report,
their revenues clearly show that they are the most preferred food and beverage company. This
is due to their excellent management as well as other factors.
MICROENVIRONMENT

Competitors
Understanding the competition that a business faces is crucial not only for marketing objectives
but also for strategic management (Fleisher & Bensoussan, 2015). Kit-Kat, Carnation, Nescafe,
Stouffers, and Nestlé-water are just a few of the consumer brands owned by Nestlé. With 42
percent of its sales in North America, the firm is one of the most geographically varied in the
food and beverage sector, which helps it to edge over competitors. Its brands have a
considerable market share in the world's top economies, including the United States and
Europe.

Nestlé works in a variety of markets; thus, it has several competitors. There are firms
with a highly diverse portfolio that compete with Nestlé, but there are also more specialised
companies that compete with it. Nestlé's main competitors are Unilever and Danone, both food
and beverage industry giants (Best, 2011). Unilever, for example, reported a 26 percent
increase in yearly revenues in 2010 due to increased sales in food and beverage, especially
frozen food, ice cream, tea-based drinks, and culinary items. In addition, Danone's earnings
increased by 38 percent as a result of higher share prices.

Despite what might be expected, Nestlé succeeds in positioning itself in the market by
implementing a new accounting strategy that lowers their cost of sales (Best, 2011). Moreover,
the company was able to offer allowances, discounts, and promotions for its retailers through
sales proceeds rather than the marketing line. Despite decreasing sales for the year, Nestlé
managed to match its competitors, maintaining its position as a top manufacturer amid fierce
competition. Nestlé also could stay on top by introducing local tastes into its goods, resulting
in cheap manufacturing costs and a large local client base. Because the company employs over
253,000 people and works in over 197 countries, it can outperform its competitors in a variety
of areas.

I believe Nestlé needs to understand how crucial creativity and innovation are to
achieving its organisational objectives. The company must have a training programme that
prioritises innovation and creativity. By doing this, Nestlé can create a lot more innovative
products that set them apart from its competitors. As a result, the company will not have any
obstacles in implementing this concept because it has created an innovative and creative culture
among its workforce.
The Company
The self-analysis of an organization is one of the most important aspects of its
microenvironment. Marketing management must consider various groups within an
organization, such as top management, finance, operations, human resources, research and
development (R&D) and accounting when designing marketing plans. In order to make
decisions based on larger strategies and plans, marketing managers must collaborate with these
teams to ensure they can understand customer needs and creating customer value easily (Tú,
2020). These non-specific elements of an organization also can have an impact on company’s
performance, which are owners, board of directors and employees.

Nestlé believes that food and nutrition are essential to everyone's health, well-being,
and enjoyment, as well as to their cultural identity ( Kee, Syakirah, Najihah, Aliya, &
Sikumbang, 2021). On top of that, Nestlé is now one of the world's leading food and nutrition
companies. Thus, they need to maintain that position. Nestlé's vision is to meet the diverse
needs of the consumer every day by marketing and selling food of consistently high quality.
Nestlé's mission is to provide the best foods to people throughout their day, throughout their
lives, and throughout the world. This statement implies that customer’s health including
children and adult is on top on Nestlé's priority list.

With their unique experience of anticipating consumers’ needs and creating solutions,
Nestlé contributes to customer well-being and enhances their quality of life by minimising the
usage of unhealthy ingredients like sugar and salt in their food production. As part of their
efforts to improve the nutrients in the product, they continue to work on sugar and sodium
reductions and trying to look for sweetener alternatives such as stevia. Nestlé’s Research and
Development (R&D) also collaborated with the American Diabetes Association to produce
food and nutrition that helps people with diabetes manage their condition (Abega-Oyouomi,
2016). They invited nutrition experts in discussing the role of nutrition intervention in the
pathophysiology and management of obesity, type 2 diabetes, and related diseases. Lastly,
Nestlé create Nestlé for Healthier Kids program (N4HK) to help parents raise healthier children
by raising awareness about the importance of providing children with the nutrients they need
(Nestlé, 2021). This aim to encourages children aged 3 to 12 to adopt healthy eating and
lifestyle habits. They offer parents practical tips and encourage families to involve their
children in grocery shopping, ingredient preparation, and meal preparation.
 In my opinion, Nestlé makes great efforts to achieve its vision of becoming the pioneer
in the nutrition, health, and wellness business by providing higher-quality goods to customers.
Promise made by Nestlé as a company "Good Food, Good Life" offers consumers tasty, safe
food options, resulting in Nestlé productivity in the food industry. As a customer, I may said
that Nestlé has done well to improve its customer loyalty towards their company.
Suppliers
Supplier is important since they can lead to company success especially when they are the only
the largest supplier of their goods. They provide the raw material resources, unfinished goods,
and labours to the company in order to produce goods and services. The effectiveness of the
company's suppliers determines how efficiently it produces the goods. Additionally, the final
product's quality has a strong relationship with the company's suppliers (Cox, Ireland,
Lonsdale, Sanderson, & Watson, 2001). For the purpose of selling their goods and brands in
more than 130 nations, Nestlé collaborates with suppliers from all over the world. In order to
strengthen their brands depending on the country, Nestlé's has relationships with numerous
suppliers rather than relying on a single one to supply their products.

For example, Nestlé Malaysia was the first food and beverage company in the country
to integrate Halal practices throughout operations in the 1970s. By collaborating with the
government to develop Malaysia's Halal certification, they contributed to the improvement of
their expertise and were among the first businesses to receive Halal certification from JAKIM
in 1994. Nestlé work closely with relevant stakeholders to ensure that Halal best practices are
established within the Nestlé Group and across the country. Among the key joint efforts that
Nestlé have undertaken is the establishment of the Malaysian Halal Standards and the
Malaysian Standard on Halal Food (MS 1500). The MS 1500 has played a significant role in
establishing global Halal standards outside of Malaysia.

Nestlé Malaysia serves as a benchmark for other Nestlé markets as the Nestlé Group's
Global Halal Centre of Excellence. They support international Nestlé markets by exporting
made-in-Malaysia Halal products to more than 50 nations while all manufacturing facilities are
100% Halal-certified. The business's success depends on a broad value chain that includes the
farmers and suppliers they work with, as well as the employees and other partners. Nestlé
focuses on important areas like responsible sourcing, supporting rural development, promoting
the health and safety of employees, and enhancing people's abilities to create a sustainable
ecosystem within communities and along the supply chain (Nestlé (Malaysia) Berhad, 2021).

The reason the business must adapt to change is so that it can uphold its standards
globally and offer consistency to its customers in terms of product taste and quality. It can
protect the business from a labour shortage, which might once more force the expensive build-
up of inventory.
Intermediates
Marketing intermediates are one of the microeconomic factors that have been affecting the
growth of Nestlé company. It is defined as the other companies that aid a company in
advertising, selling, and delivering its products to end buyers. Marketing intermediaries will
have an impact on the marketing value delivery system as marketing also involves the
distribution of products to buyers. Many manufacturers do not sell products or services directly
to consumers, instead relying on marketing intermediaries to perform a variety of important
duties to deliver the product to the end customer. These intermediaries, such as middlemen
(wholesalers, retailers, agents, and brokers), physical distributors, and financial intermediaries,
generally enter into longer-term obligations with the producer and form the marketing channel
or channel of distribution (Weedmark, 2019). Nestlé Malaysia has used marketing
intermediates to assist promote, selling, and distributing its products throughout Malaysia.

For instance, Nestlé Malaysia has worked with local resellers who are trusted by their
customers, such as Jusco, 99 Speed Mart, 7-Eleven, and many others, to supply Nestlé products
throughout Malaysia. Through reseller marketing in specified areas, the company can boost the
trust level of customers in purchasing their products. Nestlé Malaysia's business partners,
including MICCI (Malaysia International Chamber of Commerce and Industry), FMM (The
Federation of Malaysian Manufacturers), and BCSRM (Business Council for Sustainable &
Responsibility Malaysia), have aided the company in distributing and selling its products in
Malaysia. MICCI is a company that supports businesses with international shareholdings,
foreign staff, or global interests in their business partners. The MICCI attracts a diverse range
of Malaysian business sectors, with members of roughly 30% manufacturing, 15% trading,
15% banking and financial services, and 40% other services (Porter & Kramer, 2018).

Most manufacturers use raw resources to create completed items, which are then
shipped straight to retailers or, less frequently, to consumers. Generally, each partner in the
distribution chain obtains legal custody of the products at their physical transfer, although this
is not always the case. In consignment selling, for example, the producer holds full ownership
rights even if the products are in the hands of a wholesaler or retailer until the merchandise
reaches the end customer (Grayson, 2022). Hence, Marketing intermediates do far more than
simply take a portion of each sale. They not only make things more accessible to customers,
but they can also help manufacturers streamline their processes.
Customers
Customers are the most important actors in the microenvironment of the company (Rosli &
Nayan, 2020). However, the product is facing new challenges in retaining customers because
they have very high expectations, which translate into a demand for a quick response and brand
aversion to empty promises. These requirements stem from the ability to disseminate and infuse
information, which makes customers more informed, participatory, and uncompromising. This
shift in behavior necessitates a rethinking of brand strategy in terms of the customer
relationship. Based on this premise, this section provides a general framework based on how
Nestlé, continually monitoring customer attitudes and requirements through market research.

According to the research, consumers today are looking for products that promote a
healthy lifestyle while maintaining taste and pleasure (Reza, 2020). The nutraceutical food
industry is expanding as health awareness grows, particularly in the dairy sector, and
governments have been busy’ spreading the message that healthy foods and a balanced diet are
essential for good physical and mental health, as well as a general sense of Wellness. As a
result, it is fundamental for Nestlé to position itself in the market's fastest growing segment, to
be more aligned with its corporate mission, and to increase its market share.

Nestlé spends more on research and development (R&D) than any other company in
the food industry in response to the marketing environment (Responding to changing customer
requirements: the drive towards Wellness, 2013). Nestlé introduced and developed its Sveltesse
('slimness' or 'elegance' in French) range using this market-led approach (Responding to
changing customer requirements: the drive towards Wellness, 2013). The product line began
with yoghurts and dairy products and has expanded to include bottled water, ice cream, cereal
bars, and frozen prepared meals globally. Its strong product research and development network
positions it well to meet the challenge of changing consumer expectations. The company's
Wellness strategy is carefully crafted to deliver to customers what they now clearly want in
terms of the foods they eat: a high nutritional value and a positive contribution to their overall
Wellness. From the start of Nestlé, nutrition has been at the core of its business (Mohajan,
2015).

In my opinion, it is vital to look into the consumer and business environments. Because
of its strong brands, diverse product portfolio, and R&D expertise, Nestlé is well positioned to
benefit from a growing market. It has the values and resources to meet the needs of customers
in an environment where more people are seeking health and wellness
MACROENVIRONMENT

Political
The other macroeconomic factor that has a big influence on the growth of Nestlé company is
the political environment. It is known as the state, government, and its institutions and
legislation, as well as the public and private stakeholders who operate, interact and affect the
system (MBA Skool Team, 2021). For a business to be successful, the political environment
must be favourable and stable. A country's business environment is founded on its political
environment. Businesses will benefit from stable and improved government policies, and vice
versa. Basically, the more nations a company operates in, the more likely policy changes may
affect the supply chain.

According to the research, one of the political issues affecting Nestlé is health and
safety regulations. Nestlé was criticized by social activists in the late 1960s for marketing
powered milk formula to infants in developing countries (Boyd, 2012). From 1976 to 1984, a
transnational network of activists led an international consumer boycott against Nestlé. The
boycott aimed to force multinational corporations to "immediately cease all promotions of
infant formulas in developing nations," citing the deaths of numerous infants in these countries.
An international movement that began in the United States has spread to networks of non-
governmental organisations (NGOs) in 65 countries (Han, 2018). Finally, the boycott
succeeded in pressuring Nestlé to follow the international code drafted by WHO and UNICEF
to prohibit excessive marketing of infant formula.

As a response, Nestlé continues to reject Baby Milk Action's four-point plan for saving
infant lives and ending the boycott. It would rather invest in countering the boycott and trying
to improve its image than change its policies and practises. Nestlé has long been aware about
the safety and health of its products. Due to the criticism and lawsuits over the pass baby milk
issue in 1973, Nestlé decided to work within the framework of laws set by the local parliament,
as well as the standards of the Health and Safety Act (IPL, n.d.).

The boycott, in my opinion, is one component of a multifaceted strategy that includes

monitoring companies and advocating for legislation and other measures to hold them
accountable at the national and international levels. It provides Nestlé with an excellent
opportunity to develop better and more products at a lower cost.
Economic
The next factor is the economic. Economic factors are important in determining the suitability
of both current and new markets in term of current income, prices, savings, debt, and credit
availability, to target market for middle and upper classes with enough income to buy branded
thing (Samnani, 2014). Additionally, economic growth plays a huge role in price determination
for their various products, influence consumer spending, purchasing behaviour drastically and
shaping the organisations as it deals with buying power of the consumer.

For example, Malaysian consumers up until very recently made record amounts of
purchases almost recklessly. As a result, they have adopted a back-to-basics sensibility in their
lifestyles and spending patterns that will probably suffer for years to come. They make fewer
purchases and seek out products with higher values. In fact, value marketing has been the
guiding principle for many advertisers. For that, Nestlé target to satisfy more customers by
offering the combination high quality products and excellent service with reasonable price
(Neo, 2022). As we see in market Nestlé, they use “buy more, save more” slogan to attract
customer to buy their product.

Other than salary ranges Nestlé should consider income distribution. Even though, the
rich and those of more modest were constantly targeted by Nestlé. However, Nestlé customize
their promotional items to a range of markets, from the least to the most elite. For instance,
Nestlé has provided a variety of goods with different costs, like MILO and Nescafe Classic.

In my opinion, it’s important to investigate economic growth based on income

distribution in Malaysia. From that, Nestlé can be able to achieve significant growth and
focused on expectation of their product and service for all Malaysians.
Socio-cultural
The social values and cultural norms of a place have a significant impact on how the business
operates. Therefore, the company may be impacted directly or indirectly when the social
environment changes. For example, society has changed recently, and people no longer retire
at age 60. After age sixty, they continue to work an additional five to ten years. Therefore, this
has greatly impacted companies. In the long run, cultural factors have a big impact on a
company's success. A population's sociocultural environment is made up of its ideas, practices,
and behaviours. Before entering their target markets, international businesses frequently
analyse the sociocultural environment.

Nestlé had a negative reputation throughout the 1800s. Nestlé created and sold infant
formula to provide a replacement for human milk for mothers who do not breastfeed. Nestlé
successfully convinced many Third World moms that baby formula was preferable to human
milk for their infants. However, breast milk is necessary for babies because it gives them
particular nutrients and antibodies that cannot be obtained in any other way. The lifestyle of
society was negatively impacted by this (Xuan, 2014).

Furthermore, Nestlé has launched numerous socially responsible projects. One project
in particular that has had an impact on society is the Cocoa Plan. Nestlé started the Cocoa Plan
project to help African cocoa producers and to motivate people to boost productivity to benefit
from rising market prices. The Cocoa Plan efforts have benefited a large number of individuals.
As a collaborator with the World Cocoa Foundation and the International Cocoa Initiative,
Nestlé has resolved issues such as child labour and inadequate access to health care and
education. For example, sending farmers to field schools teaches them how to boost cocoa yield
as well as about diseases and how to prevent them (Xuan, 2014).

In my perspective, Nestlé must continually work to build strong connections with the
people, stakeholders, and communities it does business with. In addition to complying with
local, state, and federal regulations as well as the Nestlé Corporate Business Principles, they
will also conduct their business in a way that helps preserve the environment for future
generations. Thus, initiatives to produce shared value in their focus areas of nutrition, water &
environment, and rural development can be built upon this commitment to sustainability and
compliance.
Technological
Technological forces refer to the creation of new technologies and how they shape products,
product development, and access to new market opportunities (Team, 2022). Technology has
completely transformed how businesses collect, record, and use data, in addition to assisting
businesses in better understanding their customers and markets and responding to customer
demand more efficiently (Technological Factors Affecting Business, 2022). Businesses must
also deal with technological change. To compete, businesses must constantly adapt to the latest
technological trends.

As a company moving incredibly high volumes of fast-moving consumer goods

(FMCG), Nestlé recognizes the importance of reducing waste. The company has a history of
collaborating with farmers of key ingredients to improve sustainable agricultural practices, as
well as committing to zero waste-to-landfill in all of its factories (Betancourt & Lanctuit, 2017).
However, the issue remains that much of the waste generated by Nestlé's products occurs after
they have sold it to a customer. They wanted to find a way to help communities make smarter
purchasing decisions that can save them money while also reducing the negative impact on the
environment as part of the challenge.

Nestlé's solution is an app that will be released as part of a larger platform aimed at
making consumer interactions less transactional and more of an ongoing relationship
(Betancourt & Lanctuit, 2017). The app, which will first be available in the United States, will
use Artificial Intelligence and Big Data to assist consumers who struggle to find the time to
effectively manage their groceries and plan their meals on a daily basis (Betancourt & Lanctuit,
2017). The app will not only help to reduce the negative environmental impact of food
overproduction and discarded packaging, but it will also mean that Nestlé will begin to play a
new role in its customers' lives by verifying certain aspects of their supply chains'
sustainability, such as farmer income, using mobile money (Souza, n.d.). This could potentially
lead to new business models, as they become a service provider to their customers rather than
just a product provider.

One of the main challenges that FMCG companies face as they try to create more
circular business models, in my opinion, is transforming from a product to a service. Nestlé
must investigate ways to valorize waste in agriculture and production to ensure a healthier
future.
Environmental
Environmental factor has become important due to the scarcity of raw materials, pollution
targets, doing business as an ethical and sustainable company, and government-set carbon
footprint targets. These are just a few of issues that marketers face in this factor. Thus, these
give an impact on both access to natural resources and the supply of natural resources available
to a company (CFI Team, 2022). As populations grow, access to natural resources becomes
increasingly limited, which tends to deplete those resources. At the same time, consumers are
increasingly demanding that the products they buy be sourced ethically and, if possible,
sustainably. Weather conditions, topographical elements, geographical location, climate
changes, and other environmental factors also play an important role in a business's
macroenvironment.

According to the research, Nestlé aware that environmental forces really can give huge
impacts on their company especially customers all over the world are really becoming more
environmentally conscious, and they are using their purchasing power to reward and punish
businesses based on their environmental practices. Agricultural activities, such as land-use
change and agricultural expansion, are responsible for roughly one-third of global greenhouse
gas emissions, as well as an acceleration of biodiversity, habitat, and ecosystem loss (Ware,
2021). Nestlé was named one of the world's largest producers of plastic waste in 2018,
according to a report. This resulted in accusations of greenwashing by the company and a lack
of urgency in developing solutions to reduce the company's environmental impact (McVeigh,
2020). Thus, Nestlé has taken the lead in declaring a war on plastic waste and establishing
specific goals for a waste-free future. The company's global commitments include recycling or
reusing all of its packaging by 2025 and achieving zero environmental impact by 2030.

Nestlé comes up with better ways to overcome these environmental impacts on their
company. The eco-friendly environment has impacted every industry on the planet. Thus,
Nestlé are working hard to emit less carbon into the environment and reduce their greenhouse
gas emissions footprint. In 2020, Nestlé launched their Net Zero Roadmap, which is aligned
with the Science Based Targets initiative (SBTi), a science-based plan that expands on their
climate ambitions. They have passed peak carbon and are on track to meet their emissions
reduction targets for 2025 and 2030 as a result of this plan (Nestlé, 2021). Other than that, tree
planting is one component of their comprehensive plan to reduce and eliminate emissions from
their supply chain through improved land management. Next, Nestlé believes in creating shared
value and has formed partnerships around the world to research and develop eco-friendly
alternatives and innovative waste-free solutions, which have been implemented across its
global footprint. They are reducing the use of plastic in their products and working to develop
100% recyclable packaging. As of the end of 2021, they had already achieved a reduction of
8.1% and 86.8% of their total packaging is already recyclable or reusable (What is Nestlé doing
to tackle plastic packaging waste?, n.d.). Nestlé Malaysia, for example, be the first company in
the country to use paper straws that replaced plastic straws in its packaged drinks by the end of
2019. Starting with the popular MILO UHT 125ml drink packs, this switch is expected to
eliminate the use of 40 million plastic straws per year (Nestlé champions a waste-free future,
2019). Lastly, Nestlé also intend to develop global sustainable goals in order to attract
consumers' attention by raising consumer awareness and informing them about the proper way
to dispose of and recycle their product packaging, including through on-pack labelling. For
instance, in Italy, Nestlé launched a digital platform to assist consumers in properly disposing
of their packaging waste.

In brief, I agree that environmental factor can influence the company’s sales. As a
customer, we are concerned about a growing raw material shortage and the increased use of
non-renewable resources. Therefore, companies that take steps to reduce their carbon footprint,
such as switching to environmentally friendly packaging or donating money to an
environmental cause, can help to boost consumer confidence to buy their product.
CONCLUSION
As conclusion, it is critical for the company to respond to the marketing environment,
which can have an impact on the company's marketing strategy. Any stress or situation that
affects marketing management's ability to build and maintain good relationships with
customers is referred to as the marketing environment. The marketing environment determines
whether marketing management is improving or becoming problematic. They have
demonstrated, like Nestlé, an excellent marketing environment in terms of company and
customer relationships.

The two basic types of marketing environments are micro-environment and macro-
environment. Micro-environmental influences may necessitate immediate action, whereas
macro-environmental influences may have a longer-term impact on a company's marketing.
Nestlé has been using this type of marketing environment to help the company grow. Nestlé
has conducted research and studies on such macro and micro levels. They determine the impact
of the marketing environment on the company, both micro and macro. They also determine
how the company should respond to those environments. As we have seen, Nestlé has managed
to make several impact and response statements to the environment that may have an impact
on their business. By doing so, Nestlé demonstrates that they aware to changes in the marketing
environment in order to maintain their position as a highly respected food related products, and
they always take advantage of opportunities to make changes for the future.

Finally, it was significant for a company to respond positively to the marketing

environment because it influences the company's marketing strategy. There will always be
changes in the environment as time passes, even if they are minor. Recent times, we can see
many changes in the marketing environment, particularly in technological terms. If this change
is not implemented, it will have a negative impact.
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