Nestle Coffee Market Plan

Topics: Marketing, Marketing plan, Strategic management Pages: 21 (5944 words) Published: June 21, 2013
Executive Summary
Nestle is the world's largest food manufacturers that enjoys a good reputation in the world due to the high-quality of their products. One of its famous products is Nescafe, which has over 70 year’s history and is one of the world's leading coffee brands.

Currently, the potential competitors of Nestle are Maxwell, KreisKaffee (direct brand competitors).The key strengths of Nestle are excellent quality, well-known brand with loyal consumers, the capability of scientific research, product updates and advanced management; while its weaknesses are the single taste, dim brand image and lots of competitors.

Nestle will benefit from continual advances in manufacturing technology of coffee. Furthermore, there is a good trend in China, as there is an increasing number of people like to drink coffee, so the demand of Chinese consumers will be expanded. However, there are some pressures from products like traditional tea and soda, new coffee brands. Moreover, cultural and geopolitical hinder the development of Nestle coffee market can be threats to Nestle coffee.

The marketing objectives of Nestle instant coffee would be planned according to relative analysis for enhancing the Nestlé’s benefits in the future: Increasing the coffee marketing share to about 40% for 12 months. To explore new target markets taking more marketing share. Developing high-end products, and to change the package.

As a popular beverage which has low price sensitivity, Nestle will applies a range of strategies such as target, pricing and production to attract customers to purchase Nestle instant coffee. These strategies will be implemented in one year with a budget of RMB 16916.2 thousand. Along with the internal marketing activities, the marketing group also has a detailed implement plan for the whole project such as different types of advertisements and promotions.

Contents

Executive summary......................................................................................................2 1.Introduction...............................................................................................................5 2.Current market situation ........................................................................................5 A. Internal environment and competitors’ analysis......................................................6 B. The customer environment......................................................................................8 C. The external environment........................................................................................9 3.The SWOT analysis.................................................................................................10 4. Developing competitive advantages......................................................................11 5. Marketing objective...............................................................................................12 6. Marketing strategies..............................................................................................13 A. Target marketing strategy......................................................................................13 B. Product strategy.....................................................................................................15 C. Pricing strategy .....................................................................................................17 D. Promotion strategy.................................................................................................18 E. Supply chain strategy.............................................................................................22 7. Marketing implement and control........................................................................24 A. Action program....................................................................................................24...
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