Topics: Customer service, Customer, Ice cream Pages: 5 (1510 words) Published: June 3, 2013
MILO comes from humble Aussie roots. MILO was developed in the 1930s during the depression as a direct response to the fact that children were not receiving enough nutrients from their daily diet. Thomas Mayne, a Nestlé Engineer, created the nutritious and delicious beverage using local milk knowledge and Swiss cocoa expertise. He named the drink MILO after the Greek mythical character Milo, who was known for his strength. MILO was launched in 1934 at the Sydney Royal Easter show in an area used to showcase new products to the public. This coincided with the opening of a local production plant for MILO located in Smithtown, in rural NSW, where it is still produced today.  

Market Situation
Target Market
From its beginning, Nestle developed its business internationally and became aware of the fact that food products have to be closely linked to local eating and social habit. That is why Nestle form the very start has always shown respect for diverse cultures and traditions. Nestle activities to integrate itself as much as possible into the cultures and traditions where it is present, adding also to the local environment its own set of values. Therefore, Nestle embrace cultural and social diversity and does not discriminate on the basis of origin, nationality, religion, race, gender or age. Furthermore, Nestle believes that is activities can only be of long term benefit to the company if they are the same time beneficial to the local community. Precisely, the environment is changing very rapidly and in particular customers are looking for answer to their concerns. The firm applied a progressive human resource and social policy; with management style that is based on management commitment and people involvement. Moreover, the firm had responsible corporate citizen, fulfilling obligation to government, shareholders, customers, communities and consumers. Protest the environment by being committed to environmentally sound business practices and taking into account the need to preserve natural resource and save energy. For example, guarantee that all products manufactured, imported and distributed by Nestle Malaysia are certified Halaby authorized Islamic certification bodies. Perhaps, the firm delivered shareholder value through the achievement of sustainable and profitable long-term growth.  The dairy products (MILO) at Nestlé are a big driving force for the growth of the company's sales. With the health kick of the many individuals around the world, it pushes the innovator and renovators of Nestlé to reach new height in finding better and healthier products for their consumers. More recent, dairy division became a big portion of the company's earnings, so it would be best for Nestlé to focus a big portion of their core competences and resources on the fast growing dairy division like Milo. Micro Environment

The micro environment of Nestle includes three divisions:
a) Suppliers
Suppliers provide the raw material resources, unfinished goods and labours to the company in order to produce goods and services. The effectiveness of suppliers determines the efficiency of the company in terms of producing the goods. In addition to that the quality of the finished product has a strong with the suppliers of the firm especially in case of food products. As the presence of the company is in more than hundred companies, it is a challenge for the company to maintain its standard all over the world and provide the consistency to its customers in the taste and quality of the product. Further we can divide the supplier of Nestle into two parts: Labour suppliers and material suppliers. Labour suppliers deal with the quantity of labour is required at the optimum level in order to prevent the loss of labour force and prevent the company from the shortage of labour which again can lead building of inventory as a cost for the company. The skills of labour is again maintained by the labour suppliers, wherein the labours of different skills...
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