ASSIGNMENT

Individual Marketing Report

Individual Marketing Report

This marketing report has two individual elements and is written in two phases. The first phase of this report consists of the situational analysis of the chosen company. While, the second phase details the strategies and objectives pertaining to the analysis presented in the first phase of the report. These two phases of discussion are detailed as follows.

Phase 1: Situational Analysis

Company Introduction

Nestle was first established back in 1866 by Henri Nestlé, in Switzerland as a condensed milk factory. Over a period of a century the company has grown to become one of the world's largest food conglomerates with a wide portfolio of products. Some of the widely known products of the company include its Pure Life mineral water, Cerelac baby cereal, Kitkat, Aero, Nescafe and Coffee Mate amongst many others. Today, Nestlé is present in more than one hundred countries around the globe. Moreover, Nestlé products can be easily be found on the shelves of all major supermarkets and stores across the globe (www.nestle.com).

Discussion

According to Power (2013) situational analysis highlights the general position that an organization is operating within a specific point in time. Through this analysis the state of the environment in which the organization is operating at is observed. A typical situational analysis includes a competitor analysis as well as internal and external environment of the organization, coupled with a SWOT analysis. The latter analysis tends to be the major part of a situational analysis that highlights the strengths, weaknesses, opportunities and threats of an organization.

SWOT Analysis

Garkovich (2009) defines SWOT analysis as providing a scan of the internal and external environment of the organization as well as help the organization to identify new opportunities through turning their weaknesses and threats into success measures through organizational goals and objectives for the future. Before progressing upon the other analysis, the following table highlights the SWOT analysis for Nestle.

Strengths

Wide range of Brands and product Portfolio: More than 29 of the company's brands earn over one billion dollars in revenue (Jurevicius, 2013)

Physical Presence in more than 120 countries around the world

The Brand Value is evaluated to be worth more than $7 billion

Entering into different mergers and acquisitions activities

Strong Research and Development capability

Weaknesses

Have faced various quality related issues with its food and dairy product's range: this has lead the company to call-back its millions worth of stock from the market

Poor Corporate Social Responsibility Measures

Opportunities

Rising awareness and consumer demand for healthy and wholesome food products

Starting new joint ventures in different countries with a new product range

Enter into emerging markets

Threats

Legal rules and regulations concerning contaminated food/ product

Increasing cost of raw materials

Consumer preference for healthy/organic products

Competitor Analysis

According to Czepiel & Kerin (2012) the main objective of competitor analysis for an organization is to assess the potential direct and indirect competitors of their business. Coupled with, evaluating how their competitors business operations and strategies and to gage ways to attain an edge over them. According to Hoover's Inc. (n.d) Nestle competitors could be described as many, as Nestle has a ...