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EXECUTIVE SUMMARY
Contemplating Nestle`s situation as the Dominant Iirm in the beverage industry and
market leader in the Malaysian market, the principle aim oI this marketing plan is to:
reinIorce market perception oI nestle products, expand total market, protect current
market share, and gain additional share. (Kotler P. & Armstrong G., 2001)
As such, the strategy that Nestle adopt in this marketing plan are as Iollow: (a).
Keeping local brands that suit Malaysian taste while going global with its technology.
(b). Fashioning products Ior Malaysia Irom natives ingredients, employ local
employee (c). Promote its image brand as concern to the health (d). An attractive
packaging innovation. (e). Be socially responsible by providing a couple oI
scholarship program to the Malaysian citizen.
In this marketing plan, a new channel oI distribution which is public transportation,
buses that cater the outstation route is been introduced. This by itselI predicted may
boost the revenue by 5. Furthermore, a new packaging is introduced as well.
Besides being attractive and durable, this new packaging also able to cut cost oI
production by 2. A suggestion card is attached in this new packaging enable a
Ieedback Irom customer.
An especially important to take note oI is that a new product is introduced in this
marketing plan. It is a new coIIee-mate that has 2 new Ilavors on top oI the original
taste,Hazelnut Flavored and French Vanilla Flavored.
5
II. CURRENT MARKET SITUATION
2.1. Situational Analysis
As the world's leading Iood company, Nestle is dedicated to providing the best
nourishment to people each day, throughout their lives. Its recipe Ior success comes
Irom an intimate understanding oI consumer needs and the ability to meet those needs
through its global resources. All around the world, Nestle contributes to the well-
being oI individuals, Iamilies, communities, nations - to enhance their quality oI liIe.
Especially in the beverage dairy product, Nestle oIIer kick-starting the morning with
NESCAFE
, Nestle
beverages have always played an important part in the day oI almost every man,
woman and child in Malaysia. In Iact, enjoying a Iavorite Nestle beverage has
become part oI Malaysian liIe, whether it`s at the local mamak` stall or at a Iancy
restaurant(Nestle Malaysia, 2004
2.2. Market Overview
2.2.1. Market Demographics and need
i. Culture and Language
Malaysia has a population oI approximately 25 million people. Race and religion are
diverse with ethnic Malays Iorming about 66 per cent, Chinese - 25 per cent and
Indians - seven per cent oI the population.
Sunni Islam, a moderate and tolerant version oI the Islamic Iaith, is the religion oI
more than halI oI the population and is primarily identiIied with the Malays. Thus,
halal issues are signiIicantly important. Other major religions include Buddhism,
Taoism, Hinduism and Christianity. Muslim do not consume pork related product
whereas Hinduism and Buddhism generally avoid beeI.
The urban population oI Malaysia has a relatively high standard oI living and the
society is gaining in aIIluence. Many Malaysians are exposed to Western culture
6
through education, the media and travel and have incorporated various Western tastes
in their liIestyles (InIostream, 2004)
ii. Economic Climate
Following the impact oI the global economic slowdown in 2001-02, the threat oI
terrorism and the outbreak oI SARS in the region, the Malaysian economy began to
rebound in the second halI oI 2003. The industrial production index grew by 11.7 per
cent year on year in November largely due to strong growth in the export oriented
manuIacturing sector 14.9 . Domestic oriented industries grew more
moderately. Exports raised 7.4 per cent in November - the Iourth consecutive month
oI growth. Imports also continued to raise by 6.2 per cent, however, Malaysia`s trade
surplus widened to around RM6.3 billion. The trade surplus Ior the Iirst 11 months oI
2003 was recorded by to be not less than the amount oI RM68.9billion.
The Malaysian economy continued to recover in the third quarter to 2003 Iollowing
relatively Ilat economic perIormance in 2002 and the Iirst halI oI 2003. This recovery
is being Iuelled by increased demand and higher prices Ior Malaysia`s key palm oil,
petroleum and electronics exports Irom major trading partners such as the USA,
Japan, Singapore and China. (BursaMalaysia, 2004)
In the third quarter oI 2003, the key economic indicators include:
N Gross Domestic Product: 5.1 per cent
N Consumer Price Index: 1 per cent
N Exports: 3.3 per cent
N Imports: 3.1 per cent
N Trade surplus: RM19.81 billion
N Private consumption: 5.4 per cent
(Source: Bank Negara, Central Bank oI Malaysia - Third Quarter 2003 Reports)
The government has also invested heavily in inIrastructure to Iacilitate both eIIicient
business and a high standard oI living, particularly in the major centres.
7
iii. Political climate
Malaysia entered a new political era in November 2003 with the retirement oI long
serving Prime Minister Dr Mahathir Mohamad. Dr Mahathir has been succeeded by
his Iormer Deputy Prime Minister, Datuk Seri Abdullah Ahmad Badawi who has
stamped his Iirst 100 days as prime minister with a very active campaign on
corruption and cronyism in government. He has also moved quickly to improve
bilateral relations with ASEAN neighbors (Malaysian Macro environments, 2004).
Barisan Nasional (National Front) is the governing coalition and consists oI the
United Malays National Organization (UNMO), the Malaysian Chinese Association,
Gerakan (a Chinese-based party), the Malaysian Indian Congress plus a number oI
other parties including some based in Sabah and Sarawak. The current government
has been in power since 1955. (Malaysian Macro environments, 2004)
iv. Market need
The key 455479:3908 in the Malaysian dairy industry include: the inIant Iormula
and Iormulated milk powder, cheddar and non-cheddar cheese, butter, ghee, ice
cream. (Malaysian Food and Beverage Executives Association, 2004)
2.2.2. Market trends and target market growth
The dairy industry in Malaysia is relatively under developed. Domestic milk
production is around 30 million liters in Peninsular Malaysia and satisIies only 3.7
per cent oI Peninsular Malaysia's requirement Ior milk products. The raw milk
production is drawn Irom 36 milk-collecting centers throughout Peninsular Malaysia
and managed by the Veterinary Authority. (Malaysian Veterinary Authority, 2004)
The strong growth oI the hypermarket and supermarket sectors in Malaysia has led to
a greater availability oI shelI space Ior dairy products. In addition, increased
urbanization and a growing middle-income society have resulted in greater demand
Ior dairy products. (Federation oI Malaysian ManuIacturers, 2004)
8
Malaysia aims to achieve at least 10 per cent selI-suIIiciency in milk products by
2010. Future plans are to Iocus on improving milk quality and improving the cold
chain distribution. (Nutrition Society Malaysia (NSM, 2004)
The country has a milk processing industry, which produces: the sweetened
condensed milk, yoghurt, pasteurized milk, recombined milk, UHT milk, ice cream.
The milk processing industry currently has seven to eight main corporations.
Sweetened condensed milk is widely used as a creamer and sweetener Ior warm
beverages such as coIIee, tea and cocoa Iollowed by powdered milk and milk drinks.
Due to a limited domestic supply oI milk and high capital investment, Malaysia does
not have a spray-dried dairy processing industry to produce dairy milk powder. Hence,
the dairy industry is oIIering a great opportunity Ior nestle to be explored Iurther.
2.3. SWOT Analysis
Strengths
Quality products
2. SuccessIully test marketed
globally
3. OIIer alternative to e-
commerce ventures
4. Skilled and committed
team
5. High margins on beverage
appliances
6. Outsourcing
7. Low set up costs
Capitalize on Strengths
Market entry and to gain market
knowledge
2. Favorable consumer perception
3. OIIers investor opportunity to balance
portIolio
4. Management has skills and experience in a
variety oI areas
5. Ability to negotiate on bulk purchases
6. Reduces capital costs
7. Reduces investor's risk and exposure
0,308808
Reliance on one client
initially
2. Exposure to Iluctuating
packaging costs
3. Management team(board
oI director) has not worked
together Ior long period
4. Board not yet Iinalized
Address Weaknesses
Committed to expansion
2. High margins provide Ilexibility
3. Independent Chairman appointed and
Corporate Governance structures in place
4. Positions to be oIIered to venture partners
5. ProIessional sales team recruited with
assistance oI venture partners who will
have aIIinity with, and experience in the
Iood/beverage industry
6. Addressed by introductions through
venture partners and independent
Chairman
55479:3908
Expanding inIant milk
market
2. Multiple repeat purchases
oI product Ior other outlets
operated by initial
purchasers
3. Introduction oI online
direct mail
4. Increasing awareness oI
specialty coIIees
5. Other markets (domestic
and coin vending)
6. Innovation in existing
market
Maximize Opportunities
Build consumer preIerence Ior La Barista
coIIee
2. Sell beneIits
3. Target diverse range oI users
4. Education oI La Barista style coIIee as
option to specialist more expensive blends
5. Ease, quality and consistency oI produce
ideal Ior introduction to home and coin
vending market
6. Commitment to relentless innovation
ensures market bench marks challenged
%70,98
Imitation products
2. Window oI opportunity
may be limited
3. High number oI
competitors
Minimize Threats
IP protection
2. Venture turn-key and ready to be actioned
3. Guaranteed demand through Nestle
distribution
4. Backing oI world's largest coIIee marketer
(ReIer to appendix 16 Ior Iurther explanation)
10
2.4. Competitive and Industry Analysis
The table below described in detail the competitive analysis oI Nestle in the beverage
industry:
Competitive
Strategy Required Skills and Resources
Organizational
Elements Associated Risks
Overall cost
Leadership ~Tight cost control
~ Sustained Capital Investment and
access to capital ~Frequent, detailed reports
~ Rapid technology
change
~ Process engineering skills
~ Intensive supervision oI labor
~Structured organization
and responsibilities
~ Low cost oI
learning by industry
or imitators
~ Product designed Ior case oI
manuIacture
~Incentives based on
meeting strict quantitative
targets
~ Low cost distribution system
~ Inability to see
required product or
marketing change
due to attention
placed on cost
Differentiation ~ Strong marketing Abilities
~ Product engineering with creative
Ilair
~ Strong coordination
among Iunction in R&D,
product development, and
marketing
~ Strong capability in basic
research
~ Long tradition in the industry,
combination oI skills and
experience
~ Subjective measurement
& Incentives instead oI
quantitative measures
~ Strong cooperation Irom channels
~ Amenities to attract highly
skilled labor, scientist or
creative people
~ The cost
diIIerential between
low-cost
competitors and
diIIerentiated Iirm
becomes too great
Ior diIIerentiation
to hold brand
loyalty. Buyers thus
sacriIice some oI
the Ieatures,
services or image
posed by the
diIIerentiated Iirm
Ior cost saving
~ Imitation narrows
perceived
diIIerentiation, a
common occurrence
as industries mature
4.:8
~ Combination oI the above
policies directed at the particular
strategic target
~ Combination oI the above
policies directed at the
particular strategic target
~ The diIIerences in
desired products or
services between
the strategic target
and the market as a
whole narrows
~ Competitors Iind
submarkets within
the strategic target
and out Iocus the
Iocuser
11
The Iollowing table shows the current estimated market share oI major competitors in
the beverages dairy product market:
Estimated Market Share AnaIysis (Estimated by revenue)
Competitor
Current
Share
Nestle (Malaysia) Berhad 31%
Malaysia Dairy Industries 18%
New Zealand Milk 12%
Dutch Lady Milk Industries Berhad 17%
East Asiatic Company 5%
Fraser & Neave Holdings Berhad 8%
Others 9%
2.5. Product Overview
We ensure that our products are oI the highest or premium quality and also aIIordable.
Innovation and renovation play a major role in the development oI milk based
products. Milk base products are our core business when nestle started. Products are
produce according to the WHO and UNICEF requirement and are oIten developed
together to ensure that the consumers will beneIit Irom taking our products.
We continue creating new and value- added products, not only to satisIy customer
appetite and tempt customer senses but also to provide health beneIits to complement
the overall wellness concept. ( Nestle Malaysia, 2004)
2.6. Keys to Success and Critical Issues
2.6.1. Keys to Success
Nestle is dedicated to providing the best nourishment to people each day, throughout
their lives. Its recipe Ior success comes Irom an intimate understanding oI consumer
needs and the ability to meet those needs through its global resources.
Operational eIIiciency which is eIIicient use oI resources and better satisIaction oI
customer requirement are the deIinite key oI success oI Nestle. Operational eIIiciency
Iocuses on our eIIorts to harness our resources not just across the country, but around
12
the world, to deliver optimum perIormance in a sustained manner Ior long-term
growth and proIitability.
2.6.2. Critical Issues
Nestle in Malaysia Iaces several critical issues:
a.Nestle product known widely more expensive than its competitor brand.
Among its competitor brand, Nestle`s product known to be slightly more expensive
b.Halal issues
In Malaysia, thus Iar Nestle has been Iacing 11 (eleven) cases regarding halal mater.
It has been argued that some component in Nestle`s product recipe do not comply
with halal requirement. (Royal Customs and Excise Department Malaysia, 2004)
c.Diversity oI background
Nestle claimed that its product adapt to local appetite. It claimed that in various land,
Nestle try to manipulate the custom recipe in order to be accepted by its market. In
Malaysia, though, Nestle Iace dilemma in come out with a custom recipe that
represent local market`s appetite since it consist oI people with a diversiIied
background, taste and preIerences.
III. ENVIRONMENTAL ANALYSIS
25
8.2. Marketing Organization
As the chieI Marketing oIIicer, Mr Ganeshan R. Ampalavanar holds the overall
responsibility Ior marketing strategy and direction, He also direct the channel sales
and all the marketing communication, and promotion activities.
Following the Sales Managers: Ang De Thiang, Fung Tan Shing, Lim Lorn Sun,
Yeap Siew lim, Ang Lay Lienh, Wong Chen Ping, David Lineder
Brand Manager: Wan Cheng Kim
Senior Client Support: Fara Muhammad
Mass and Media communication executive: Mr. Ian James Donald
8.3 Contingency Planning
Nestle has prepared a contingency plan to implement iI the Iollowing diIIiculties and
risk happen:
- Extremely lower demand until break-even unattainable
This may happen iI our product unacceptable to the market or the pricing strategies
doesn`t eIIective which resulting in extremely low demand. The possibility could be
that the break-even level unattainable.
- High inIlation that leads to increase in the cost oI good sold.
Though it hardly possible since Malaysia has a very stable economy situation, still
high inIlation may lead to an increase in the cost oI production which may eIIect
severely in the price and demand.
Should either one oI above risk taken place Nestle will try to cover the loss through:
- Bank Loan
- Liquidate some oI the asset to cover liabilities.
26
#010703.08
Ling, C S (2004). 'Nestle Join The NPC Sponsorship List New Straits Times April 17
th
2004 pg 18.
Chan, J (2004) 'Nestle Holds Public Forum Star Newspaper. May 18
th
2004 pg. 36
Boyd, H W jr., Walker O C., Mullins J., Larreche, J-C.(2002) 'Marketing Management:
A strategic Decision-Making Approach 4
th
Ed. McGraw-Hill Irwin: UK
Kotler P. & Armstrong G. (2001) 'Principles oI Marketing McGraw-Hill: USA
SchiIIman L.G & Kanuk L.L. (2004) 'Consumer Behavior Prentice Hall: USA
InIostream(2004). http://www.angelIire.com/ma/usmaret/artistic.html. Date access:
26/03/2004
Etzel M.J., Walker B.J. & Stanton W.J. (2001) 'Marketing Thompson Learning: US
Wood M.B. (2003) 'The Marketing Plan Prentice Hall: Australia
Parmerlee D. (2000) 'Preparing the Marketing Plan Prentice Hall: UK
Nestle Malaysia (2004) http://www.nestle.com.my date access: March May 2004.
BursaMalaysia(2004) http://www.bursamalaysia.com/website/listing/lc/nestle.htm.
Company proIile: Nestle (malaysia) Berhad. Date access: 23th /04/2004
Stockk (2004) http://quote.stockk.com/?idnestle Company search: Nestle(Malaysia)
Berhad. Date access: 23th /04/2004.
27
Food Quality Control Division, Ministry oI Health (2004)
www.moh.gov.my/Iqc/Index.htm date access: 13th/03/04
The Food Act 1983 (2004) www.moh.gov.my/Iqc/reIerence/Food Act/index.htm date
access: 15
th
/04/04
Food Regulations 1985 (2004)
www.moh.gov.my/Iqc/reIerence/FoodRegulations/index.htm date access: 24th/04/04
Royal Customs and Excise Department Malaysia (2004) www.customs.gov.my Date
access: 15th/03/04
Department oI Veterinary Services (2004) http://agrolink.moa.my/jph Date access:
13th/04/04
Malaysian Association oI Hotels (Iood and beverage trends) (2004) www.hotels.org.my
date access: 12/05/04
Malaysian Food and Beverage Executives Association (2004) www.mIbea.com.my Date
access: 18th
03 -2004
Food SaIety Unit, World Health Organisation (2004) www.who.org/IsI Date Access:
15/03/04
Federation oI Malaysian ManuIacturers (2004) www.Imm.org.my Date Access:
12
th
/04/04
Nutrition Society Malaysia (NSM (2004) www.nutriweb.org.my Date Access:
13
th
/03/2004
28
Malaysian Macro environments (2004) www.einnews.com/malaysia Date Access: 24th
/03/04
Statistic (2004) www.statistic.gov.my Date Access: 20
th
April 2004
29
APPENDIXES
Appendix 1:
History of Nestle:
The origins oI the Nestle Company go all the way back to 1867, when Henri Nestle
created a nutritious product Ior inIants that could be used by mothers who were unable to
breast-Ieed. The Iirst commercially sold inIant Iormula; the Iirst condensed milk
produced in Europe; the Iirst milk chocolate; the Iirst soluble coIIee; the Iirst Ireeze-dried
coIIee; the Iirst granulated instant coIIee -- to name just a Iew.
Today, the Nestle Company has grown and expanded to include the widest range oI
wholesome Ioods Ior people throughout the world.
Nestle in Malaysia:
Nestle began in Malaysia in 1912 as the Anglo-Swiss Condensed Milk Company in
Penang and later moved to Kuala Lumpur due to growth and expansion in 1939.
By the year 1962, with its Iirst Iactory in Petaling Jaya, Nestle Malaysia now
manuIactures its products in 8 Iactories and operates Irom its head oIIice in Petaling Jaya,
and 6 sales oIIices nationwide. Since December 13 1989, Nestle have been public listed
in the KLSE.
The organization currently employs over 3,500 people and manuIactures as well as
markets more than 300 HALAL products in Malaysia.
30
Appendix 2:
31
Appendix 3:
32
Appendix 4:
33
Appendix 5:
34
Appendix 6:
35
Appendix 7:
36
Appendix 8:
37
Appendix 9:
(Food Act 1983):
In this Act, unless the context otherwise requires -
"advertisement" includes any representation by any means whatsoever Ior the purposes oI
promoting directly or indirectly the sale or other disposal oI any Iood;
"analyst" means any analyst appointed under section 3;
"animal" includes any quadruped or bird either domesticated or otherwise, Iish, reptile or insect;
whole or part oI which are used Ior human consumption;
"appliance" includes the whole or any part oI any utensil, machinery, instrument, apparatus, or
article used Ior or in connection with the preparation, preservation, packaging, storage,
conveyance, distribution or sale oI Iood;
"approved laboratory" means any laboratory approved by the Minister;
"authorized oIIicer" means any medical oIIicer oI health or any health inspector oI the Ministry
oI Health or oI any local. authority, or any suitably qualiIied person, appointed by the Minister to
be an authorized oIIicer under section 3;
"Director" means the Deputy Director General oI Health (Public Health) oI the Ministry oI
Health;
"Director General" means the Director General oI Health oI the Ministry oI Health;
"entertainment" includes any social or other Iorm oI gathering, amusement, Iestival, exhibition,
perIormance, game, competition, sport or trial oI skill;
"Iood" includes every article manuIactured, sold or represented Ior use as Iood or drink Ior
human consumption or which enters into or is used in the composition, preparation, preservation,
oI any Iood or drink and includes conIectionery, chewing substances and any ingredient oI such
Iood, drink, conIectionery or chewing substances;
"Iood premises" means premises Ior or in connection with the preparation, preservation,
packaging, storage, conveyance, distribution or sale oI any Iood, or the re-labeling, reprocessing
or reconditioning oI any Iood;
"import" means to bring or cause to be brought into Malaysia by land, water or air Ior the purpose
oI sale Irom any place outside Malaysia but does not include the bringing into Malaysia oI any
Iood which it is proved is intended to be taken out oI Malaysia on the same vehicle, vessel, or
aircraIt on which such Iood was brought into Malaysia without any transshipment or landing;
"importer" includes any person who, whether as owner, consignor, consignee, agent or broker, is
in possession oI, or is otherwise entitled to the custody or control, oI the imported Iood;
38
"International Health Regulations" means the International Health Regulations as adopted by the
World Health Assembly in 1969 and as amended Irom time to time;
"label" includes any tag, brand, mark, pictorial or other descriptive matter, written, printed,
stenciled, marked, painted, embossed or impressed on, or attached to or included in, belonging to,
or accompanying any Iood;
"medical examination" includes physical, micro-biological, chemical, serological. and
radiological examination, and such examination may include the taking oI specimen oI any body
Iluid, tissue or waste product Ior examination or analysis;
"package" includes anything in which or any means by which Iood is wholly or partly cased,
covered, enclosed, contained, placed or otherwise packed in any way whatsoever and includes
any basket, pail, tray or receptacle oI any kind whether opened or closed;
"premises" includes -
(a) any building or tent or any other structure, permanent or otherwise together with the land on
which the building, tent or other structure is situated and any adjoining land used in connection
therewith and any vehicle, conveyance, vessel or aircraIt; and
(b) Ior the purposes oI section 4 any street, open space or place oI public resort or bicycle or
any vehicle used Ior or in connection with the preparation, preservation, packaging, storage,
conveyance, distribution or sale oI any Iood;
"preparation" includes manuIacture, processing and any Iorm oI treatment;
"seal" includes the detention in bulk oI any Iood, a sample oI which has been taken Ior analysis,
pending the result oI the analysis;
"sell or sale" reIers only to sale Ior human consumption or use includes barter and exchange,
oIIering or attempting to sell, causing or allowing to be sold, exposing Ior sale, receiving ,
sending, conveying or delivering Ior sale or exchange or in pursuance oI such sale or exchange,
supplying any Iood where consideration is to be received by the supplier Ior such supply either
speciIically or as part oI a service contracted Ior sale, or having in possession any Iood Ior sale or
exchange, or having in possession any Iood or appliance knowing that the Iood or appliance is
likely to be sold or oIIered or displayed or exposed Ior sale or disposed oI Ior any consideration,
and includes electronic sale;
"tobacco" means any product obtained Irom the leaI oI Nicotiana Tobacum plant or other related
plants and includes any tobacco product;
"tobacco product" means tobacco, cigarette or cigar or any other Iorm or tobacco including any
mixture containing tobacco which is designed Ior human consumption but excludes any
medicinal product controlled under the Poisons Act 1952 or the Control oI Drugs and Cosmetics
Regulation, 1984;
"vegetable substance" means any plant or part oI a plant, and includes the stem, root, bark, tuber,
rhizome, leaI, stalk, inIlorescence, bud, shoot, Ilowers, Iruit and seed, or an extract thereoI
39
Appendix 10 a:
Sales forecast
Appendix 10 b:
Profitability Forecast
Rm miIIion
Year
SaIe s v o Iu me
Year 1999 2000 2001 2002 2003 2004
Sales $1,9 $1,9 $2,2 $2,5 $2,4 $2,6
1 2 3 4 5 6
Rm miIIion
Year
Pr of it abiIit y
ear 1999 2000 2001 2002 2003 2004
=ro:. t 912 921 920 920 918 919
1 2 3 4 5 6
40
Appendix 11:
Rm m iIIio n
Ye ar
T a r g e t Ex p o r t
Year 2001 2002 2003 2004
Ex por t $119.5 $229.3 $325.0 $338.5
1 2 3 4
41
Appendix 12:
(Source: News strait times, Tuesday 19
th
may 2004)
42
Appendix 13:
(Source: Star newspaper 17
th
April 2004)
43
Appendix 14:
44
Appendix 15:
45
Appendix 16:
S W O T analysis
.
Strength
1. Expertise: Nestle has put aside a sum that is dedicated towards the research and
development. We employ highly skilled employees to assist with the development
process. Thorough research and testing have been done prior to introduction oI
new products.
2. Market share: Currently, nestle is the largest Iood company in the world and we
have a very large market share. We market over 8500 brands and 30000 products
world wide.
Nestle operates nearly 500 Iactories across 5 continents and employs
over 200,000 employees worldwide. In Malaysia alone, Nestle employs over
3,500 people and manuIactures as well as markets more than 300 HALAL
products
3. Range oI Products: Our products range Irom milk to ice cream to water and to
many more. Nestle have a very wide range oI products that are available
worldwide. Nestle oIten create and innovate new products to ensure that the
market share would remain and increase. Yearly we would introduce new
products to capture the ever changing market and consumer.
4. Stability: As an organization that has been through more that a hundred years oI
experience, Nestle is very stable and reliable. Through the years, we have
establish ourselves and the worlds best. Nestle has withstand the test over and
over again building up to a strong organization.
Weaknesses
1. Price: Nestle products are comparatively higher priced compared to our local
'Buatan Malaysia brands. This is because we want to ensure the quality and will
not compromise it. Even thought our prices are relatively not competitive but our
quality is our priority
46
2. Range oI Products: Nestle boost a very wide range oI products and it is actually
our strength to have the ability to produce these products. Nevertheless due to the
range oI products we are unable to Iocus on a particular segment thereIore it is
seen as a weakness.
Opportunities
1. Internet Business: The internet is a widely used tool today. Nestle can have an
online business to make sure that we cope well with the advancement oI
technology. We would not want to be leIt behind by our competitors that have
implemented the e-business method.
2. Market growth: According to the Malaysian statistics department, the Malaysian
market is expected to grow due to the increase oI liIe expectancy and increment in
expenditure. This will prove to be a major reason on why we expect our market
share to rise.
3. Technology: Nestle have set aside some resources Ior change. This change is
meant towards the technological side. This means that we may need or may
acquire new machine that is oI higher technology to cope with the demands.
Treats
1. Internet Business: Internet business can be seen as an opportunity and also a
threat. For example the e-business might not take oII and may incur losses to the
business. It is then not advisable to continue in this area.
2. Competitors: Competitors are always a threat no matter how advance our business
is and how large a market share we have. Our market share may erode due to
competition coming and we may lose our superiority. In our business competition
is very stiII and we need to innovate to ensure that we maintain our share oI the
market.