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[A+이거 하나면 충분한 영문레포트] 네슬레의 글로벌화 과정, 마케팅,현지화전략

Nestle Case StudyPrefaceIn the Global V.S Local class, we received the Nestle case, in this case study we assignment to answer the questions number six: Is Nestle's management structure and philosophy aligned with its overall strategic posture? We will explain how the Nestle company conquer the situation with different local culture when they setting the branch in foreign country.1Table of ContentsPreface1Table of Contents2Executive Summary3Introduction4Chapter 1 Management Structure5Chapter 2 Aligned with Overall Strategic Posture6Chapter 3 Nestlé’s Philosophy7Chapter 4 The Ten Principles of Business Operations8Chapter 5 Case Study: Nestlé in CHINA9Chapter 6 Conclusion11Bibliography122Executive SummaryNestle is operated in 70 countries, with 23 million employer in 500 factories. The annual turnover is around $50 billion. 98% of the revenue is obtained from abroad.Nestle was founded in Swiss first. Nestle eyes turned out early due to the small domestic market. As a result of constant e7 three researchers from more than 30 countries over 600 sled Research Center has been working here. By investing heavily in product research and development, Nestle can remain to be one of the leading multinational corporations in the world.This report analyzes and explains how run Nestle’s management structure and philosophy, how aligned with its overall strategic posture and how operate it in china compared with Europe market. It is divided into 6 chapters. The chapters are structured to introduce beginning of Nestle, the way to expand from local market to global market.4Chapter 1Management StructureActual functions positioning is to highlight the new value of goods, emphasizing the differences between the other similar products and their advantages can bring more benefits to consumers. Both "Nestle" milk and coffee with the "Nestle" has it's image and quality, it also bringing a healthy growth of the baby after feeding and bring consumers more "comfortable."Emotional positioning sh, Good life”. Under this, they established basic business principles to documents in 1998 which include CSV(Creating Shared Value). These values are being modified every year, especially unified 10 Principles of UN Global Compacts in 2010.2. What is the CSV(Creating Shared Value)CSV is Nestlé’s key business principle which supported by two stages; Compliance, and Sustainability. Nestlé is trying to comply not only laws also to protect human rights, for example, elimination of child labor. Furthermore, all of their development are focused on sustainability; protecting nature. Based on these ideas, Nestlé chosen three ultimate goals through value chain analyzing; Nutrition, Water, and Rural development. They are aiming to make good, healthy food in reasonable price, and these attempts are accompanied with rural development. Not only buying raw materials in cheap price, they made “rural development framework” for stable material supply and education to prevent child labor. Moreover, they s. In 1999, Nestlé acquire 80% shares of Totole, bouillon leading company which was based in Shanghai. Between 1999 and 2006, there are 20 factories were set in mainland CHINA. Particularly worth mention is the 2011, Nestlé acquire 60% shares of two famous china enterprise, Hsu fu ji and Yin lu.Ability to customize products to the local market conditionsOne of Nestlé's key strengths is its ability to customize global products according to consumer preferences in the local market. This is achieved by ensuring that its subsidiaries understand consumer preferences in the local market and develop products that match them. For instance, its confectionery range sold in the UK is9called Rolo, while it is known as Rossyia in Russia. Furthermore, the company’s coffee brand Nescafe, comes in many variations, adapted to local tastes and preferences. Customized products with the same underlying international quality standards ensure continued customer loyalty towards the brand and the company. Neser plants. In order to stay well-synchronized with its customers and suppliers at the global level, Nestlé has 2,000 people worldwide working on a technology-based, global excellence project called GLOBE. It aims to do data scrubbing, leading to better knowledge management and claims, to eventually achieve 4 billion dollars in cost cuts by 2006, based on better knowledge about its customers and suppliers.11Bibliography“About Us.” Http://www.nestle.com. Nestlé S.A., n.d. Web. 31 Mar. 2013. < Hyperlink "http://www.nestle.com/aboutus" http://www.nestle.com/aboutus>.“Death, Diarrhea, and Disease: Nestlé and the Ethics of Infant Formula.” Death, Diarrhea, and Disease: Nestlé and the Ethics of Infant Formula. Teachspace, n.d. Web. 01 Apr. 2013. < Hyperlink "http://www.teachspace.org/personal/research/nestle/history.html" http://www.teachspace.org/personal/research/nestle/history.html>.Baer, Edward. “Babies Means Business.” New Internationalist. New Internationalist, n.d. Web. 01 Apr. 2013. <13

경영/경제| 2015.05.01| 14페이지| 2,500원| 조회(224)

현지화, 영문, 네슬레, 현지화전략, NESTLE

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[A+ 영문 ppt] 네슬레의 글로벌마케팅전략 [라틴아메리카,중동,아프리카,동유럽,아시아]

NestléAgenda Introduction General Strategy Nestlé in Latin America Nestlé in the Middle East Nestlé in Africa Nestlé in Eastern Europe Nestlé in Asia Conclusion Answering of QuestionOverall Strategy Correct Strategy Expanding their products Inventing new branches/industries or products Focus on emerging marketsMulti- domestic strategy Concluding that they are a multi-domestic company Customizing product and marketing strategy Meeting local responsivenessProblems faced In the late 1990’s Distanced from divisional managers and operating countries Did not understand the problem the divisions faced, as, back then, authority was centralized Divisions were not fast enough to respond to the industry New Strategy, with which they could adapt to environmental changes Global Matrix Structure Allowed to do a transnational strategy + benefits from global differentiation Now free to make decisions concerning strategy issuesNestlé in Latin America Enter targeted market by importing baby food. Buying local enterprises. Without changing local management and the enterprise’s way of working. Build own factoriesNestlé in Latin America Nestlé's way of expanding does not always work that well Perrier (Brazil 1996) Overexploitation of their underground mineral water resources. Purina (Venezuela 2005) Contaminated food made a lot of animals sick.Nestlé in Middle East Long-term business strategy Decentralized polycentric decision process Establishing a business network with high ROI Adaptation of products to local needs and restrictionsNestlé in Africa Emerging middle class very young population Sourcing of local products / ingredients Multidomestic strategy to be responsiveNestlé in Eastern Europe Opening of former communist Soviet Union in 1991 Acquisition of many locally extablished companies Reorganization of business with aggressive marketing Keep local factories to commit customers to NestléNestlé in Asia Nestlé’s strategy has been to acquire local companies Asia has very different culture compared to Europe a group of autonomous regional managers who know more about the culture of the local marketsNestlé in Asia Since many Chinese find that coffee is too bitter for their liking, Nestlé is working on a new “formula” to offer Smooth latte. In China two infant milk powder products manufactured by Nestlé became known as having excessive levels of Iodine causing a swelling of the neck. After that accident, they more focus on heathy food.Nestlé in Asia Korean and Japanese people like various and comfortable product Nestle paid attention to market through vending machine and instant coffee. Now about 70-80% of total sales of Nestle’s canned coffee are sold via vending machines according to the Japan Soft Drink Bottlers Association.Conclusion Nestlé focuses on local market responsiveness over global integration which results in a multi-domestic strategy. product features are tailored to the local domestic environment this strategy has helped the company to gain the level of success it enjoys in emerging marketsConclusion Nestlé proofed that they were able to : Be FLEXIBLE in Nigeria Be ADAPTABLE in China Develop a LONG-TERM STRATEGY in the Middle East MANAGE ACQUIREMENTS in Poland UNDERSTAND the market better to reduce the chance of failure in JapanConclusion Able to grow continuously into new market segments through skilful market penetration and acquisitions Building up customer ties through local employees and managing distribution channels by an unique approachConclusion Nestlé is showing a highly egocentric attitude and is primarily focused on its own profit Involved in numerous corporate scandals Should work on its image and give something back to the community and the environment, rather than recklessly focusing on growth and profit maximizationTHANK YOU FOR YOUR ATTENTION {nameOfApplication=Show}

경영/경제| 2015.05.01| 18페이지| 2,500원| 조회(186)

네슬레, NESTLE, 영문피피티, 글로벌화전략, 마케팅marketing

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[A+ 영문 ppt] 버진기업의 글로벌화 과정, 마케팅,현지화전략

Richard Branson THINK LOCAL – GO GLOBAL 12 Background information SIR RICHARD CHARLES NICHOLAS BRANSON (*18 July 1950 Surrey, UK) Father : barrister ; M other: flight attendant ; Grandfather : Judge Suffered from Dyslexia D ropped out of school with the age of 16 Afterwards : First successful project , magazine “Student“ Around 1969 surrounded by the music and drug scene in London I dea to begin the mail-order record company “Virgin“3 Background information Today  One of the most powerful entrepreneurs worldwide  Has a sense for special sportive adventures The Queen confered the honor of Knight Bachelor on him for his services to entrepreneurship4 Personality5 Entrepreneurial Personality6 Entrepreneurial Personality TV screens : E conomy class7 Entrepreneurial Personality “Dream big by setting yourself seemingly impossible challenges. You then have to catch up with them.”8 Entrepreneurial Personality “Obstacles and challenges are healthy for everyone. They force you to think outside the box, so to speak—to be creative . – Failures lead to innovation .” Entrepreneurial features closely interlinked Branson knows how to use and combine them  Role model of an entrepreneurial mindset9 Strategies Enthusiasm Freedome Believe that you can always do better New challenges ; No routine10 Strategies Hire dedicated people give career chances C ommon aim f riendly environment Important : C haracter , texture Stay in touch take their ideas serious11 Globalization 1968: Magazine „Student“ 1970: Records 1979: Films, Megastore, Books 1981: Games Clubs 1984: Atlantic (Airways Cargo) 1985: Holidays 1987: Airways Baloons 1994: Radio, Drinks, Cinema 1997: Sports, Cosmetics , Trains, Money, Bridal wear 2004: Cars, Wine , Football, Media 2010: Spaceship Sports12 Globalization Make the difference “ An entrepreneur is many things: a job creator, a game-changer, a business leader, an innovator, a disruptor” Learn from your mistakes “And if you fall flat on your face, pick yourself up and try again”13 Globalization Take the risk “If I relied on accountants to make decisions, I most certainly would have never gone into the airline business. I most certainly would not have gone into the space business, and I certainly wouldn’t have gone into most of the businesses that I’m in.”14 Globalization Treat your employees well “ Have fun, do good, success will come “ Have fun…! “Respect is about how to treat everyone, not just those you want to impress”15 Conclusion Has the role model entrepreneur been too challenging ?16 Resources http:// www.biography.com/people/richard-branson-9224520#synopsis , Author : biography.com, Date: 09/10/2014, Time: 01:58 http:// en.wikipedia.org/wiki/Richard_Branson#Early_life , Author : unknown, Date: 09/10/2014, Time: 02:16 http:// news.bbc.co.uk/2/hi/uk_news/3693588.stm , Author : BBC.co.uk, Date 10/10/2014, Time: 12:40 http:// www.thebiographychannel.co.uk/biographies/richard-branson.html , Author : thebiographychannel.co.uk, Date: 10/10/2014, Time: 13:30 http:// www.virgin.com/entrepreneur/richard-branson-my-thoughts-on-entrepreneurship-v-steady-employment , Author : Jack Preston, Date: 05/10/2014, Time: 18:05 http:// www.virgin.com/richard-branson/luck-is-risky , Author : Richard Branson, Date: 05/10/2014, Time: 18:06 http:// www.virgin.com/richard-branson/forget-whats-correct , Author : Richard Branson, Date: 05/10/2014, Time: 18:08 http:// www.nextupasia.com/the-entrepreneur-failures-behind-the-success-of-richard-branson/ , Author : Michael Teaoh , Date: 05/10/2014, Time: 18:15 http:// www.virgin.com/entrepreneur/six-ways-to-tell-better-stories-as-an-entrepreneur , Author : Maggie Patterson, Date: 05/10/2014, Time: 18:17 http:// www.virgin.com/travel/why-did-richard-branson-start-an-airline , Author : Natalie Clarkson, Date: 05/10/2014, Time: 18:20 http:// www.virgin.com/richard-branson/get-rid-of-hierarchy-and-formality , Author : Richard Branson, Date: 05/10/2014, Time: 18:24 http:// www.success.com/article/richard-branson-virgin-entrepreneur , Author : Mary Vinnedge , Date: 05/10/2014, Time: 18:41 http:// www.guinnessworldrecords.com/records-1/first-pacific-crossing-by-hot-air-balloon/ , Author : Guiness World Records TM, Date: 06/10/2014, Time: 22:20 http:// www.virgin.com/news/infographic-richard-bransons-world-records , Author : Jack Preston, Date: 06/10/2014, Time: 22:32 http:// www.growthink.com/content/entrepreneurial-skills-and-traits-are-you-next-richard-branson , Author : Dave Lavinsky , Date: 06/10/2014, Time: 22:40 www.entrepreneur.com , Author : Entrepreneur Media Inc., Date: 07/10/2014, Time: 19:40 http:// www.jimpinto.com/writings/global.html , Author : Jim Pinto, Date: 07/10/2014, Time: 20:50{nameOfApplication=Show}

경영/경제| 2015.05.01| 16페이지| 2,500원| 조회(204)

글로벌화, PPT, 버진, Virgin, 영문피피티, 리처드브랜슨, richard ..

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[A+영문레포트] 이케아의 글로벌화 과정, 마케팅,현지화전략

Case Study on IKEAHow did IKEA manage to go from local to global?Which strategy and objective did the company follow to be today’s most successful retailer on the home furniture market?CASE STUDY ON IKEA 1IntroductionNowadays there are a lot of businesses around the world, which are expanding and going global. This means, if you want to build your own business you have to come up with an unique idea, like the founder of IKEA did, otherwise you might end up failing. Besides creating a unique product, you have to know, what kind of customers are going to be your target. The company needs to study the customer’s needs, habits, culture and traditions. Furthermore, if you want to go not only local, but global, you have to understand the market you are about to enter.Trade barriers and tariffs decreased during the last decades, which enhanced competition in every industry. A corporate strategy with fixed objectives became an essential key to success. Buying patterns of consumers have changedname of the farm and the village, where he was raised, Elmtaryd and Agunnaryd. His idea was to create a business where he could sell good quality and design for less money than his featuring competitions. Nowadays IKEA is a privately held multinational group of companies, which designs and sells ready-to-assemble furniture, appliances and home accessories. In this case will we analyse how Ingvar made IKEA expand, and our focuses are going to be how the company went from local to global, and what strategies and objectives they used to expand. In the end we will write a conclusion with our thoughts about the feature added.CASE STUDY ON IKEA 2How did IKEA go from local to global?The company’s vision is to create a better everyday life for its customers by offering a great selection of well-designed, practical home furnishings to affordable prices. With this distinctive marketing strategy the company has been very successful in its expansion throughout the world and created opportunities fs, IKEA had looked for international markets, which were culturally as close as possible to the Scandinavian market. The basic assumption behind IKEA's global strategy was “one-design-suits-all”. They wanted to work in the same way and be seen in the same way in every country they operate. Making it possible to keep the price low and attractive for as many people as possible by doing so. This strategy is also known as global standardization strategy, which basically means that the company is trying to keep everything the same in all markets. They offer the same products with the same marketing strategy everywhere. IKEA had been quite successful with its “one-design-suits-all” global expansion strategy in many markets. However, they had to face problems in culturally diverse and riskier markets. In these markets a higher degree of localization was essential for being successful.Nowadays, when entering new markets, IKEA dispatches a group of Swedish skilful managers, who are known as ‘boategies and objectives to grow global?Starting 1943 as a producer of furniture IKEA managed to become world’s largest retailer in home furniture with a yearly turnover of more than 28 billion Euro (B.V., 2014). Since then IKEA held on very clear objectives and implemented them in its business. Its mission is to “offer…]a wide[…]homerangefurnitureof[ products at a price so low that as many peopleas possible will be able to afford them” (IKEA, 2014).IKEA managed to cut costs where possible, keeping quality, design and functionality of its products on a high level. Beginning in the design phase the focus is on what is most important. Using the knowledge of low cost processes, the furniture will be optimized, allowing the customer simplified assembly and eased transportation. Additionally IKEA coorporates strategically with its suppliers to constantly improve its vertically integrated value chain and once more cut costs.In general IKEA provides the same products all over the globe through undreds of stores across the world. In order to improve performance, it must assess its external and competitive environment. This will reveal the key opportunities it can take advantage of and the threats it must deal with. IKEA responds to both internal and external issues in a proactive and dynamic manner by using its strengths and reducing its weaknesses to generate the growth it needs to retain a strong identity in the market. This is also part of IKEA’s emotional marketing. They do not only manage to sell home furniture in a better design, with higher functionality, at a lower price than its competitors. The adapted these key points to its products and value chain to meet customer’s needs. IKEA created a shopping experience by selling a part of Swedish culture and the idea of “do-it-yourself”, which made them so successful and allowed them to grow global. It makes IKEA standout among its competitors and ensures its difference from other brands. The approach of providing both prodpdf

경영/경제| 2015.05.01| 6페이지| 2,500원| 조회(258)

이케아, 글로벌전략, IKEA

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[A+영문레포트] 코코샤넬의 글로벌화 과정, 마케팅,현지화전략

COCO CHANELGLOBAL VS LOCALEXECUTIVE SUMMARYIntroductionLuxury and conceptThe history of luxuryThe different notions of luxury“Coco luxury concept?”How Coco has adapted to the market and its environmentA modern visionA historic event will facilitate its implementationBiarritz: a new perspectiveThe spectacular expansion of “coco Chanel” brandInternationally renownedSuccess of Chanel n°5Chanel, nowadaysConclusionWebographyAt the beginning of the 20th century, women did not have major positions in companies. Every job with responsibilities were hold by man at this time. Women were forced to stay at home. A young 27 years old woman was tired of this situation and strongly wanted to change the fashion world. Most of the women used to wear long dresses that was not comfortable and unable them to show their beauty.Gabrielle Coco Chanel succeed where many have failed by becoming the businesswoman of the 20th century.From simple fact, how Coco Chanel has developed the brand internationally? Whatrld of Luxury settles and grows quickly. The late 40s was a big Boom for luxury: 106 houses are labelled haute couture and perfume sector explodes. It was not until 1980 that the luxury to take a new dimension. Small family shops and craft workshops appear then see a new form of organization: Luxury Groups, based on financial and industrial logic (the high end).With more than three billion euros in revenue, Louis Vuitton is the undisputed leader in this sector. Large French groups offered at Luxury an international dimension and made France a reference market giving an additional guarantee of recognition made in France. In 2013 the turnover of the luxury sector was 210 Million €.The different notions of luxuryLet first not to confuse luxury and upscale. The object is in my luxurious craftsmanship, exclusive, rare and outrageously expensive, while the upscale object remains a major public manufactured product of very good quality but standardized to enter a range, its price is contets environmentA modern visionGabrielle does not have a corporate spirit but rather focused on the needs of women. Indeed, in those days women liked to wear long dresses that shook their waist with corsets but they were not comfortable. The first clients of Coco are rich and young women. Coco got to know her first clients thanks to her first husband, her friend, her lover Etienne Balsan, with whom she has learned the rules of life in high society. They are looking for new things, and appreciates the bespoke clothing and the hats made by Coco that present a reflection of the active woman.A historic event will facilitate its implementationIt was at this time that World War I will see the light, bringing with it a new customer. Many rich French families rushed from the north of France to the expensive hotels of Deauville to get away from the fighting. Some people were frightened, but most were in a good mood.Women will get involved to help the French army and must now be able to move quint to forget "and" enjoy their money. They went out, had fun and never work. But she will understand that to be successful she will have to create new clothes, different from those of Deauville. Women want to be highlighted by their clothes. So they will go to Chanel for its luxurious hand and for the beauty of his creations.III- The spectacular expansion of “Chanel” brandInternationally renownedThe group Chanel led by Coco has experienced very strong growth to become one of the most famous brands in the world. But how Coco she managed to do this? In light of his observations: women's clothes were not beautiful and not suitable for the active woman. So she decided to create new clothes for rich women. Then after a trip to Deauville and with the arrival of the First World War she found that women wanted to be able to move quickly to be more comfortable in their clothes to replace the men went to war. She have adapted her company to local needs. Finally she saw a new opportunity with a tup to promote her perfume was incredible in ingenuity. Take a famous person that represents luxury, shocked the conscience and create an ad sober and effective. Marilyn Monroe had actually contributed to the success of the fragrance, stating in an interview with “Life Magazine” in 1952 she explained before going to sleep she was wearing nothing but a few drops of No. 5. Since then, this perfume was represented by the most beautiful women of the world, Carole Bouquet Nicole Kidman through Vanessa Paradis and Audrey Tautou. This perfume represents the city of Paris, love, luxury and class into a vial. So with a local perfume Chanel became a global company. Recognized as an icon of the twentieth century, Chanel No. 5 joined in the permanent collection of the Museum of Modern Art in New York City, home to its international reputation.Chanel, nowadaysChanel has forever marked the history of luxury with its various revolutionary designs and perfume Chanel No. 5, which became the best-selling.

경영/경제| 2015.05.01| 6페이지| 2,500원| 조회(196)

글로벌, 현지화, globalization, 코코샤넬, 영문레포트, CHANEL, Coco Chanel

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