Swot Analisis Nestle Malaysia
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Nestlé
Abstract
This is a report as well as a marketing plan about Nestle and its new product Nescafe Menu. The report is about the Halal food leader — Nestle (Malaysia) and its activity on how they market their products and sustain their leader position in the current market. Moreover, there will be a detail analysis on the current marketing situation which included SWOT, PEST and financial analysis plus the marketing strategies applied by the company in order to domain the market. The marketing strategies will further the discussion by involving the pricing, product, distribution and promotion strategies. However, the main focus will fall on the company — Nestle Malaysia, the market of soluble coffee, the brand Nescafe and its new launched products. In addition, recommendations and solutions are provided by the author to solve the current scenario and overcome the problems.
Introduction about the company
Nestlé (Malaysia) Berhad
Nestlé (Malaysia) Berhad plays the role as the leader of Halal food manufacturer and the first multinational to voluntarily request for Halal Certification of all its food products when it was first introduced in 1996. Nestlé is establish in 1912 and public-listed on Bursa Malaysia since 1989. Currently the biggest Halal producer in the Nestlé world. In Malaysia, Nestlé employs 5000 people, owns 7 factories and 6 sales offices plus one national distribution centre. The head office based in Petaling Jaya, Selangor. (Nestle, 2008)
NestléWorldwide
Nestlé is a multinational company that leading the global food business. It is founds by a Swiss chemist ─ Mr. Henri Nestle. Nestlé have the worlds largest food manufacturer and the worlds largest private nutrition research capability based in Switzerland. Overall, Nestlé present in over 100 countries with 276,000 employees worldwide and 456 factories in 84 countries. Currently, Nestlé owns over 8500 brands and produce over 10,000 different products. Nestlé hits the sale of 32 billion products yearly. Furthermore, Nestlé have 24 Research & Development centres worldwide and invest RM5 billion annually on R&D. (Nestle,2008)
Introduction about the product — NESCAFÉ®MENU™
At November 2009, Nestle introduced a new range of beverage to captures locals heart. New Nescafe menu is your menu of Malaysian favourite. Bring home the authentic taste of your favourite coffee shop flavours anytime and anywhere. (Nestle,2009)
Key Benefit
Nestle provides good quality products with improving nutrition and health benefits under Halal policy benefits everyone especially Muslims so that consumers can enjoy their favourite food or beverage without worries with the Halal assurance promised by Nestle. (Nestle,2010)
The introduce of Popularly Positioned Products (PPP) brings affordable nutrition accessible (based on local considerations, food regulations, nutrient deficiencies and public health concern)