Nestle's Practices in the International Marketing Management

Submitted Assignment from the year 2022 in the subject Business economics - Market research, , course: MASTER IN THE INTERNATIONAL BUSINESS ADMINISTRATION, language: English, abstract: This report has evaluated and analyzed the international marketing management practices of the company Nestle. It has started with providing a clear picture of the company, such as its product portfolio, vision, mission, brands, values, and corporate business principles. It identifies the international marketing strategies that Nestle uses, which include the 7 Ps of marketing mix strategies and the STP marketing model. The paper highlighted three issues the company faces in the international marketing environment. These include the political conditions and instability that create new laws, the economic conditions of the various countries and the social and cultural factors, using Nestle India's Maggi Noodles event in 2015 as an example. It also showed, that it depended on the localization approach and an acquisition strategy to expand and enter new international markets. While the best international entry methods for the company are joint ventures, foreign direct investment and wholly owned subsidiaries, applying the Porter Model and Ansoff Matrix together for selecting the international market entry and developing the strategy of entry successfully is also important. Moreover, the report showed brand management through the CBBE model and applied it to the Cerelac brand category of Nestle Company. It also discussed how to develop the new brand strategy and apply it to the new Life Cuisine brand of the company. It also discussed the NDP process and its key strengths, which involve increasing the competitive advantage, quality, and value of the company, as well as its weaknesses, which include its complexity and risk, changes in the sourcing of ingredients, and shelf-life stability. Furthermore, this study provided new international marketing strategy recommendations for expanding the business of Nestle in the international marketplace. After that, it devised an international marketing plan for launching a new food product at Nestle successfully. The plan showed how to implement the strategy from the first to the last step, involving timelines, key players, and actionable tasks.

Ali Al-Ghail was born in Yemen on January 1, 1986. He is an IMBA graduate, a business researcher, and a professional English language teacher. He got a master's degree in International Business Administration (IMBA) from Guglielmo Marconi University, Rome, in 2021-2023. He got a bachelor's degree in English language education from Sana'a University, Faculty of Education, 2009-2014. Currently, he has been working as a cashier (finance and administrative assistant) at the International Committee of the Red Cross (ICRC) for five years. He also has four years of experience as an English language teacher in public and private schools and language institutions. He gained experience in a variety of software applications, such as Microsoft Office, project management tools, accounting systems, IBM SPSS, and database management systems, because he has a great passion for technology. He also gained a wide knowledge of international and humanitarian business administration through his study journey, which gave him a clear picture of current business issues and factors from various aspects and how to deal with them. He published his dissertation at GRIN Publishing, located in Munich, Germany, under the title: Appraisal System and Employee Performance. A Case Study of the International Committee of the Red Cross in Yemen, https://www.grin.com/document/1347436