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Business Strategy Nestle Strategic Evaluation and Implementation LO3: Understand approaches to strategy evaluation and selection
3.1. Analyse possible alternative strategies relating to substantive growth, limited growth or retrenchment
Nestle’s Vision: To be a leading, competitive, Nutrition, Health and Wellness Company delivering improved shareholder value by being a preferred corporate citizen, preferred employer, preferred supplier selling preferred products (Nestle, n.d.)

3.1. 5-year objectives
5-year objectives (2015-2019) (fulfilled SMART and linked with vision): + Objective 1: Increase market share to 30% in Vietnam by the end of 2019 + Objective 2: Improve the quality of products to satisfy Vietnamese customers’ needs + Objective 3: Keep the complaint rate from customers averagely < 4%

3.1. Stages for 5 years
Objectives Stage for 5 years Stage 1 (2015-2017) Stage 2 (2018-2019) Objective Achieve market share Increase market share 1 20% from 20% to 30% Objective Improve the quality of products to satisfy 2 Vietnamese customers’ needs Objective Keep the complaint rate Keep the complaint rate 3 from customers < 7% from customers < 4%

3.1. Alternatives for Nestlé's strategies (archive 5 year objectives)
Alternatives Option 1 Strategy Joint venture

Option 2 Option 3

Market penetration Diversification + Market development + Build up new business

3.1. Key activities for each alternative
Alternatives Option 1: Joint venture Option 2: Market penetration Key activities Find a partner that has good reputation, good infrastructure for joint venture + Open more representative and introduced stores + Conduct “Competitive pricing strategy” + Promote the advertising programs

Option 3: + Expand the distribution to the central region, Diversification rural areas and plateau of Vietnam + Improve the activities about caring customers + Promote

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