Afterwards, the model of Value Chain Analysis gave to this study the important facts to conclude the strategy options for this case, understanding deeply the different values of the organization that Nestle has as a company. At the end, the Annoys Matrix opened a door to formulate the best strategy option proposed for this firm. This report conclude that a realist renovation of their line products and new strategic acquisitions on a new industry should be the best way for Nestle to growth In the market and at the same mime malignant Its position as the largest food and beverage company In the world.
Appendix 21 14. 1. Introduction Nowadays It Is not essay for companies to malignant a high position In market shares. When it comes to companies with many years of experience and high yields in the the same time, there are many external factors that influence in customers behaviors and needs. However, companies do not have power to change those external problems but they can change themselves. It is important that companies see what happened in the past to predict the future; the history of any corporation is needed to survive in this competitor world.
This report will analyses and evaluate the case of Nestle in 2008, giving the definitions of marketing strategies applied to this company which are the base of success in any corporation. Moreover, this work will be define the industries and markets in which Nestle compete, the structure and dynamic of these markets, the critical success factors of competing in this field, how Nestle differentiate itself from other competitors, resources, competences and capabilities. Another important point that will be mentioned is the major macro and micro environmental strategic marketing issues that Nestle faced in terms of opportunities or threats.
Additionally, it will be evaluated the most appropriate way for Nestle to compete in its market place, taking into account the strategies that they already have implemented. To summarize, this report will be recommend the most accurate strategy for Nestle to continue growing in a long term period, as it has done so far. It will be given different alternatives to reach all the expectations of customers and maintain potential innovation spirit in this competitive and globalizes world. Definitions of strategy
In the field of Marketing Strategy the concept of the term strategy vary depending on different points of view and it has been changing over the time. There are many ways to define this word which help marketers to understand this useful but abstract concept. The definition of "strategy' started from military to business languages. Bellow will be a summary of the key concepts of strategy known until now: BE Lidded Hart concept (1954) This concept is based in military terms after the World War II.
The definition cited by Lidded is, "Strategy is the art of distributing and plying military means to fulfill the ends of policy' (Nichols, 2006). George Steiner concept (1980) This professor of management said that the term strategy comes from the acts that companies do to confront any ability of competitors in the way. According to Nichols (2006), Steiner also proposes some points to define strategy in terms of business: * Strategy is that which top management does that is of great importance to the organization. * Strategy refers to basic directional decisions, that is, to purposes and missions. Strategy consists of the important actions necessary to realize these directions. Strategy answers the question: What should the organization be doing? * Strategy answers the question: What are the ends we seek and how should we achieve them? Henry Integers concept (1994) The concept given for Integers is based in the different ways of companies use this definition. Strategy appears in the process period and then is determinate the plan definition of strategy are: * Strategy is a plan, a "how," a means of getting from here to there. Strategy is a pattern in actions over time; for example, a company that regularly markets very expensive products is using a "high end" strategy. Strategy is position; that is, it reflects decisions to offer particular products or services in particular markets. * Strategy is perspective, that is, vision and direction. According to Integers, Ashtrays and Lempel (2005) strategy as a plan is a ploy as well. That quote completes the 5 As for strategy definition.
Kenneth Andrews concept (1971) "Corporate strategy is the pattern [italics added] of decisions in a company that determines and reveals its objectives, purposes, or goals, produces the principal policies and plans for achieving those goals, and defines the range of business the company is to pursue, the kind of economic and human organization it is or intends to be, and the nature of the economic and non-economic contribution it intends to make to its shareholders, employees, customers, and communities. (up. 18-19). " (Nichols, 2006).