雀巢公司(市場營銷作業(yè))(已修改)
2025-01-27 16:51 本頁面
【正文】 The international road to China for Nestle Environment Entry mode decision Life circle Introduction Background Distribution and promotion Background ? Nestle, (Henri Nestle) created in 1867 and headquartered in Vevey, Lake Geneva, Switzerland (Vevey) ? Nestle is a 138yearold pany originated in Switzerland ? In 2023, Nestle has more than 500 factories worldwide, 25 million employees and annual sales of up to 91 billion Swiss francs. DIVISIONS OF THE COMPANY ? 1 Baby Foods 2 Breakfast Cereals 3 Chocolate Confectionery 4 Coffee 5 Dairy products 6 Drinks 7 Ice Cream 8 In the Kitchen 9 Nestl233。 Professional 10 Nutrition Health 11 Petcare main products : 1 :Nescafe 1Introducing freezedried soluble coffee with the launch of Gold Blend 2 Sustainable packaging:Finding the right materials. 3 A team work with sustainable agriculture 2 : Dairy Products ?There are many essential nutrients in the Nestle milk ?products processing technology Environment Environment ?PEST Analysis： A scan of the external macroenvironment in which the firm operates can be expressed in terms of the following factors: Political/Economic/Social/Technological. （ 1） Political analysis ?China39。s top legislature approved the Food Safety Law. ? In 2023 Shanghai nestle research center was founded. Preconditons and Risk ? Preconditon : China39。s opening up policy was settled . ? Risk: The governent of China takes action to proctect national industry. （ 2） Economic analysis ? A certain level of purchasing power is directly affect ? the economic environment for marketing activities. ? China ’ high purchasing power provides a broad market space for Nestle to introduce a more secure, highquality dairy products.（ opportunity） ? Threat: (1)Threat of New Entrants: ?
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