The paper “ Nestlé ’ s Situation and SWOT Analysis, Critical Issues, Marketing Objectives, and Strategies” is a thrilling version of a case study on marketing. Swiss food and beverage conglomerate Nestlé is launching a new coffee blend for its branded instant coffee soluble line, the Nescafe Greenblend. This new blend aims to capture the rising consumers of green tea and the health-conscious markets in Australia. Capitalizing once again on its company strengths, particularly its R& D and Marketing and Promotions arms, the introduction of the new coffee blend will be a tough and challenging one as it aims to compete with top tea brands.
In order to capture a sizable share in the hot drinks market of the country, Nescafe set that it will strive to make the young, health-conscious Australians add another cup of the new blend in their weekly consumption of coffee. In particular, marketing strategies will be as follows: Introduce Nescafe Greenblend into the market, then strengthen and improve its market position. Penetrate the green tea market and increase to at least 1,000 the number of cups of Nescafe Greenblend coffee drunk every second [compared with the estimated 3,000 cups of Nestle coffee are drunk every second] Penetrate the healthy food market with higher revenues for the newly-launched product. The Nescafe Greenblend launch shall showcase the breadth of quality coffee experiences that Nescafe can offer.
In order to do so, it will need to incorporate integrated marketing efforts from print to online activities. Nestlé , considered one of the largest food and beverage corporations in the world today with headquarters in Vevey, Switzerland, is consistently committed in its goal to be the market leader in each food ranges where its diverse product line is either leading and a household brand.
Over the years, the Swiss food and beverage conglomerate has a proven track record in different product lines including soluble coffee, infant nutrition, confectionery, dairy, chocolate milk drinks, bottled water, pet care, and ice cream. These credentials are backed by its strong financial portfolio with gross revenues amounting to US$89.65 million last year, which translates to a 1.7 percent share from the total world food market. Also in 2008, the company has an outstanding 276,000 people working for its global headquarters.
According to Forbes Magazine, Nestle is the top 57th corporation from a poll of the top 500 global companies last year, and it still holds the No. 1 spot among other food consumer products sector, trailing Unilever and PepsiCo behind in second and third places. Recently, as demand for nutritional food and beverages rose, a new industry is branching out – healthy foods. In recent years, green tea is receiving wide promotions from tea-making companies for its health benefits due to its high antioxidant levels. In a 2008 report by the Department of Agriculture and Food titled “ Western Australia Agri-Food and Fibre Market Outlook, ” stated that herbal tea retail revenues through supermarkets in 1995 were worth $US15.8 million and specialty tea was worth US$23.1 million. ”