雀巢公司(市場(chǎng)營(yíng)銷作業(yè))

1、 The international road to China for Nestle Entry mode decisionIntroductionBackgroundBackgroundv Nestle, (Henri Nestle) created in 1867 and headquartered in Vevey, Lake Geneva, Switzerland (Vevey)v Nestle is a 138-year-old company originated in Switzerlandv In 2005, Nestle has more than 500 factorie

2、s worldwide, 25 million employees and annual sales of up to 91 billion Swiss francs.DIVISIONS OF THE COMPANY v 1 Baby Foods 2 Breakfast Cereals 3 Chocolate &Confectionery 4 Coffee 5 Dairy products 6 Drinks 7 Ice Cream 8 In the Kitchen 9 Nestl Professional 10 Nutrition & Health 11 Petcaremain

3、 products : 1 :Nescafe1Introducing freeze-dried soluble coffee with the launch of Gold Blend 2 Sustainable packaging:Finding the right materials.3 A team work with sustainable agriculture2 : Dairy ProductsvThere are many essential nutrients in the Nestle milkvproducts processing technology Environme

4、ntEnvironmentvPEST Analysis：A scan of the external macro-environment in which the firm operates can be expressed in terms of the following factors: Political/Economic/Social/Technological. （1）Political analysisvChinas top legislature approved the Food Safety Law.v In 2001 Shanghai nestle research ce

5、nter was founded. Preconditons and Risk v Preconditon : Chinas opening up policy was settled .v Risk: The governent of China takes action to proctect national industry.（2）Economic analysisv 1、A certain level of purchasing power is directly affect v the economic environment for marketing activities.

6、v 2、China high purchasing power provides a broad market space for Nestle to introduce a more secure, high-quality dairy products.（opportunity）v 3、Threat: (1)Threat of New Entrants:v 1)multinational brandsv 2)domestic coffee bean suppliers (2)Availability of Substitutes（3）Social analysisv 1、Changing

7、lifestyles and growing urbanization in larger cities in China have brought in wider acceptance of newer products and the pursuit of higher living standards.v 2、Nestle company could meet peoples demand for it. This provides the basis for Nestle to expand market in China（opportunity）. v 3、Threat:Due t

8、o the influence of Chinese tea drinking v customs ,some Chinese people still advocate to drink the v traditional hot drink - tea.（4）Technology analysisv 1.With the development of science and technology, more and more Chinese people have a high demand for their dairy products.v 2、The PRC government s

9、trongly supports the development of e-commerce in the retail sector.v 3、 Nestle has two R & D centers in China, and fully guarantee the product quality and safety and innovation.So it offers an inexhaustible motive force.（opportunity）v 4、China has rapidly developed in recent years, especially in

10、 the fields of technology and innovation,which have far more than many countries.v Therefore,many high-tech domestic enterprises are emerging.v Threat:Therefore this causes a great threat to the Nestle company in technology.Market Entry Mode Internal factorsv 1. Firm sizev 2.Controlv 3.International

11、 experiencev 4.Product complexityv 5.Product differentiation advantage Why does Nestle choose this mode? External factorsv 1. Country risk / demand uncertaintyv 2. Market size and growthv 3. Direct and indirect trade barriersv 4. Intensity of competitionAs to Nestlev 1. Large-sizev 2. Diversificatio

12、nv 3. International experiencev 4. Good quality, innovation and good design of advertisementv 5. Chinese governments supportv 6. Large demand in ChinaExport ModeDirect exporting v minimal risks and investment to a specific causev acquiring exist sales channels in an unfamiliar marketv However v hard

13、 to control, far from the target market, contracts can be troublesome, and currency risks v use local materials and sell in the local marketv In 1908, set up sales agent in Shanghai Intermediate Entry ModeLicensingv A seller allows its technology, trademarks, company name, design, processes, or inte

14、llectual property to be used by a buyerv In the early 80s, v begin to negotiate with Chinese government about investing to build factory in China, chansfer its technology to ChinaIntermediate Entry ModeJoint venturev share risks, costs, and management with a partner in a foreign countryv Since 1987,

15、 cooperate with Chinese governmentv In 1990, set up the first Nestle joint ventureShuangcheng Nestle limited (雙城雀巢有限公司雙城雀巢有限公司)v In 2000, cooperate with Taitaile Group(太太樂集團(tuán)太太樂集團(tuán))and have 80% shareholdingIntermediate Entry ModeJoint venturev In 2001, sign a joint venture agreement with Haoji Group(豪

16、吉集團(tuán)豪吉集團(tuán)), and have 60% shareholdingv Now, Nestle takes up a large market in China.Entry Mode DecisionvTo sum upv its Entry Mode Decision lays a solid foundation on its successfully marketing in China. Consumer products：convenience products Black coffee Instant coffee The source of raw materials in C

17、hinaTop 3 sales volume in China (2010) Nescafe Maxwell house CafeMocha The taste The package The price “Good to the last drop” Brand image The taste The packageThe Taste is great The Popularity Various strategies of product Product inventionLife circle The maturity stagevThe product had achieved acc

18、eptance by most potential buyers.vCompetitors begin to react. They market down prices,increase the advertising and sales promotion,and try to find better visions of the products.vA high market rate.vIt posses strong challenges to marketing managements.vDuring19982009,the total market sales of coffee

19、 was increasing by a rate of 90%.vIn 2005,Nestles annual sales in Chia reach 10.2 billion RMB,submit tax payment for about one billion.Pricing雀巢公司餐飲部產(chǎn)品價(jià)目表雀巢公司餐飲部產(chǎn)品價(jià)目表NestleFoodservicesPriceList產(chǎn)品編號(hào)產(chǎn)品名稱產(chǎn)地規(guī)格單價(jià)(元)1959雀巢1+2咖啡(袋裝)東莞700g551934雀巢1+2咖啡(小袋裝)東莞100*13g952116雀巢純咖啡(袋裝)東莞500g704154雀巢精選朱古力粉上海700g2

20、61907奇巧巧克力（迷你裝）天津11*50塊303096雀巢經(jīng)典巧克力天津800g301971雀巢巧克力威化天津48*20g33Distribution strategyThe business marketing channel can be that:M Agent Distributor B Distribution is the process that goods are distributed from manufacturer to the end user.As to Nestle, it chooses an indirect distribution channel.Ne

21、stle companySales branches ,subsidiariesRetailerscustomersIn China:The channel strategies can be intensive distribution.Distribution strategyv Shuangcheng nestle Ltd. v Tianjin nestle milk companyv Qingdao nestle milk companyv Dongwan nestle Ltd. v Taiwan nestle Ltd. Promotion Strategy 1.SP(Sales Promotion) Sales promotion is short-term incentives to encourage the purchase or sale of a product. It can help short-term sales. Promotion Strategy PR(Public Relation) In 2009, Nestle firm launched the student nutritional health education pr