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Nestlé: Sustaining Growth in Mature Markets

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Case Study Analysis 8 Nestlé: Sustaining Growth in Mature Markets

Strategic Management

Instructor
Dr. David J. Rambow
Associate Professor of Management

Summer Term 2011

Anchorage Campus
Wayland Baptist University

Nestlé: Sustaining Growth in Mature Markets
Introduction
Dated back to 1866, the Nestlé company had acquired profound knowledge of markets all over the world over the previous 130 years. Nestlé is the leading position in the global food industry with operated factories in 77 countries and sells its products on all six continents. Nestlé has a broadly diversified business portfolio and with leading global market shares in numerous product categories including coffee, mineral water, dairy products, nutrition and baby food, ice cream, confectionary, pet food, and chocolate. Nestlé is also committed to providing quality brands and products that are essential to good health. In doing so, Nestlé incorporated nutritional elements into vast array of product categories to promote food that are safe of high quality (Raisch & Ferlic, 2006). Peter Brabeck-Letmathe took the job as CEO of Nestlé in June 1997; he faced the challenge of having to improve the company’s profitability. In order to generate the financial means required to invest in growth initiatives, Brabeck launched a suite of process innovation initiative in an effort to maximizing existing assets, maximizing capacity utilization, and maximizing distribution logistics. Brabeck’s goals were invested strongly in product innovation and in speeding up product development processes. He also identified new growth opportunities in the organic growth in the mature market, which could only be reached by strengthening Nestlé’s innovation capacity. Brabeck’s approach required significant investments in the Research and Development (R&D) group and marketing

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