Nestlé was founded in 1866 by Henri Nestlé and is today the world's biggest food and beverage company. Henri Nestlé developed the first infant food in 1867 to save the life of a friend's baby who could not be breastfed. (this is a combination of cow’s milk, wheat flour and sugar). Since then, the company has looked to build on a tradition of providing nutritious products. The Nestlé Group invests around 1.5 billions swiss franc in R&D every year. It’s more than any other food company.
Every day Nestlé sells over a billion products. These
individual consumer transactions give the Company total
annual sales of more than 90 billion swiss francs
Nestlé markets its products in 130 countries across the world. Nestlé manufactures around 10,000 different products and employs some 250,000 people; A marketing orientated approach means a business reacts to what customers want. The decisions taken are based around information about customers’ needs and wants, rather than what the business thinks is right for the customer. Most successful businesses take a market-orientated approach Since then, the company has looked to build on a tradition of providing nutritious products. It builds its business around: -discovering what customers want
-identifying pressures for change e.g. government campaigns, health education initiatives -responding to changes in the market place.
Nestle concentrates on their consumers and tries to understand their physical and emotional desires. They have a wide range of products and consumed by all age groups. Nestle try to understand the economic, geographic and social factors which affects the diets of the consumers and try to concentrate on the nutritional and health value of the products. Example Nestle have used their research and technological expertise to their ice cream products to reduce their calories but too keep the same taste. They have also introduced sugar free products and lower sugar products like Kit Kat Light. Nestle also try...
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