Nestle is a Swiss multinational company which was founded in 1866 and finally formed in 1905 by merging two companies, and it is the largest food company in the world which products include breakfast cereals, pet care, ice cream, bottled water, dairy products, baby foods, chocolate and confectionery, sports nutrition, weight management, food service, culinary, chilled and frozen food, healthcare nutrition, drinks as well as coffee, and it launches a presence in almost every country in the world. And it aims at providing good foods, beverages to customers in order to enhance their lives. As we found that Nestle has nearly 8000 brands in worldwide, we decided to focus on Nescafe which is launched in 1938, a brand of instant coffee. The first instant coffee has been developed for seven years, and it has a huge successful after launching during World War II period. And it can be found in 43 countries in worldwide. And it has different types of products in Nescafe, for instance: single serve coffee, house blend, instant coffee in jars and aluminum packs, etc. It has also launched a coffee machine lately which is greatly helpful in expanding their market share in coffee market.
As Nestle is a well known brand in the world, which means it has a certain and broad geographic coverage in world, so this is good for Nescafe to make any further development and it is believed that Nescafe is the major player in coffee market and it has a strong brand names because of associating with Nestle which has mass market share in the world. Besides, Nescafe has various products in different flavor and packing which can be fit into different market segment, for example, it has house blend coffee for customers who can make coffee at home whenever they want, also instant coffee in jars and aluminum packs which offer customers an experience in drinking coffee in everywhere at anytime. Moreover, Nescafe has a great position as UK’s No.1 soluble coffee brand also...
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