The paper "The Nescafe Plan in Asia" is an outstanding example of a marketing assignment. Creating shared value is a concept that has been brought about to redefine sustainable business and to provide guidance for a business that seeks to ensure they operate sustainably. This is a concept that is well intended to ensure long term benefits to all stakeholders of any business, across the product chain. This paper answers questions about how the concept of creating shared value has been adopted at Nestle, China. It also explains the benefits of this concept to the company and its stakeholders and discusses the best approach to be used by the company in adopting the concept. How does Nestle appear to have defined creating shared value?
How is this value being distributed among its supply chain partners? Nestle has perceived the creation of value as a basic requirement for the success of every business. This is to imply that the company believes firmly that for it to prosper in the long term and create value for its shareholders, it has to create value for the society as well.
The company acknowledges that since they are a global leader, there is a need to operate responsibly as well as utilize the opportunity to generate long term value to society. Nestle has defined creating shared value as the operating responsibly while at the same time, creating positive value that is long term, to the society (Nestle in Society, 2015). It is for this reason that creating shared value was adopted as a platform for growth. The company analyzed its strategy so as to identify the areas where the concept of creating shared value would be integral.
From its assessment, the company identified an opportunity in three areas where this concept would be applied. These areas include nutrition, water, and rural development. By selecting nutrition as an area of opportunity, the company would provide nutritious products that would deliver real benefits to the health of the consumers. One of the ambitions of Nestle is to become the leading company in nutrition, wellness and health. It is for this reason that the company selected nutrition as one of the areas of opportunity for creating shared value.
Second, the company considered water as a resource that should be utilized more efficiently during the processes of manufacturing and distribution. Finally, the company considered enhancing rural development by supporting the development of farmers in rural areas where the raw materials needed by Nestle were grown. Over time, creating shared value has become the way of operating at Nestle and this has been integrated into the holistic thinking of management. To embed this firmly into the company’ s values, the chief executive officer of Nestle and executive board members were given the responsibility of supervising and managing CSV at Nestle.
This has been supported by several other bodies of governance such as the Water Task Force and the Issues Round Table. The overall goal of Nestle in adopting the concept of creating shared value is to ensure that there are successful farmers, productive workers and prosperous communities (Biswas et al, 2013).
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