Nestle in Russia
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| Nescafé in russia |
Executive summary
Table of Content
* Introduction
The company overview
The industry overview Coffee is the world’s most valuable agricultural commodity. The coffee industry in the United States, and around the world, has exploded in recent years. Instead of simply drinking caffeinated and decaffeinated, coffee consumers are trying different types of coffee, such as, cappuccino, espresso, mocha, and latte. Consumer demand is ever increasing, and as consumers drink more and more coffee, quality and value become more and more important. The coffee industry is becoming more and more interdependent and interrelated. The supply chain can be very complex and complicated because there are so many different and diverse layers. Producers, which are the base of the supply chain, are often located on remote and distant farms in undeveloped countries. Therefore, it requires a very long and complicated chain to get finished coffee products to consumers, often-located thousands of miles away. The success of these chains is dependent on the relationships of those involved. Producer cooperatives are a very clear indication of the interdependency and collaboration of the growers around the world. The International Coffee Council is currently seeking to increase the coffee consumption of the 80% of the world that does not consume coffee. The Chinese and Russian markets are going to be major markets that promotion and marketing will be conducted. The International Coffee Council will look to increase coffee consumption by holding coffee festivals and associated coffee with cultural events. The main objectives are to develop, through education, promotion and media coverage, a coffee culture that would enhance the image of coffee drinking. Imports of coffee into China have more than doubled and imports into Russia have gone up 75% since promotional activities began.
The PESTEL analysis * Politics
Russia is a hybrid
| Nescafé in russia |
Executive summary
Table of Content
* Introduction
The company overview
The industry overview Coffee is the world’s most valuable agricultural commodity. The coffee industry in the United States, and around the world, has exploded in recent years. Instead of simply drinking caffeinated and decaffeinated, coffee consumers are trying different types of coffee, such as, cappuccino, espresso, mocha, and latte. Consumer demand is ever increasing, and as consumers drink more and more coffee, quality and value become more and more important. The coffee industry is becoming more and more interdependent and interrelated. The supply chain can be very complex and complicated because there are so many different and diverse layers. Producers, which are the base of the supply chain, are often located on remote and distant farms in undeveloped countries. Therefore, it requires a very long and complicated chain to get finished coffee products to consumers, often-located thousands of miles away. The success of these chains is dependent on the relationships of those involved. Producer cooperatives are a very clear indication of the interdependency and collaboration of the growers around the world. The International Coffee Council is currently seeking to increase the coffee consumption of the 80% of the world that does not consume coffee. The Chinese and Russian markets are going to be major markets that promotion and marketing will be conducted. The International Coffee Council will look to increase coffee consumption by holding coffee festivals and associated coffee with cultural events. The main objectives are to develop, through education, promotion and media coverage, a coffee culture that would enhance the image of coffee drinking. Imports of coffee into China have more than doubled and imports into Russia have gone up 75% since promotional activities began.
The PESTEL analysis * Politics
Russia is a hybrid
Bibliography: -------------------------------------------- [ 1 ]. http://www.dni.ru/polit/2012/8/9/238571.html [ 2 ]. All the pictures of this section are coming from http://www.nestleprofessional.com/russia/en/BrandsAndProducts/Brands/Nescafe/Pages/default.aspx