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Marketing Audit of Nestle

Autor:   •  March 3, 2012  •  Essay  •  3,519 Words (15 Pages)  •  2,035 Views

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1.0 Mission Statement

Mission Statement of Nestlé

“As the leading Food, Nutrition, Health & Wellness company, Nestlé is dedicated to providing the best nourishment to people each day, throughout their lives [1]”

Mission Statement of Nestlé Research

“Nestlé strives to be a leader in nutrition, health and wellness, with the belief that good food is central to health and wellness. At the Nestlé Research Center, nutrition research meets food innovation to bring consumers of all ages and stages of life, foods and beverages that contribute to health and wellness, while offering remarkable taste and convenience [2]”

2.0 Situation Analysis

2.1 Internal environment

2.1.1 Organisational background

Nestlé started to operate in Malaysia in 1912. At first, Nestlé was known as the Anglo-Swiss Condensed Milk Company in the state Penang. In 1939it made a move to Kuala Lumpur. Nestlé had made a vow to provide quality goods to Malaysians when it started operating in Malaysia with its slogan “Good Food, Good Life”. The first factory of Nestlé was built in the area of Petaling Jaya, 1962. Now, Nestlé consist of 6 sales offices and 7 factories nationwide with headquarter at Mutiara Damansara.

In 1989, the Nestlé Company in Malaysia was openly listed on the KLSE. Now, Nestlé not only have more than 5000 employees and provide more than 300 Halal goods to Malaysians. For example, MILO, NESCAFÉ, MAGGI, and NESPRAY have earned the trust from the people and have been enjoyed by generations of young and elderly [3].

2.1.2 Products

Type of Products Category of Product Example of Product

1. Beverages MILO [4]

• Milo 3-in-1



• NESCAFÉ 3-in-1

Others • NESVITA Soya Bean Milk


2. Culinary Aids[6]

Noodles • MAGGI 2-minute mee

• MAGGI Hot Cup

Sauces • MAGGI Seasoning

• MAGGI Sauces

Meal Solution • MAGGI Soup Delights

• MAGGI Stocks

3. Milks Growing Up Milk • NESPRAY



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