Why Nestle Is Multinational Corporate Marketing Essay

Introduction to MNC (Multinational Corporate)

MNC (Multinational corporate) known began from 17th century which traces source from Dutch East India Company. Which corporate composition more broadly functioned in 21th century.

According to Stuart Wall membrane, Sonal Minocha and Bronwen Rees (2010), MNC (Multinational corporate) is a company that has headquarters in a single country but has functions in other country. MNC got defined by Dunning (1993) MNC are partcipates in FDI (Foreign Direct Investment) and owns or controls value-adding activities in several country. Typically the multinational would not simply own value-adding activities, but might buy resources and create goods or services in a variety of countries. Multinational Corporate in 2007 around 79000 multinational corporate and business, collectively controlled a total of around 800000 foreign affiliates, hired almost 82million people worldwide and accounted for sales revenue of over $31 trillion, some 11% of world GDP. . (Stuart Wall structure;SonalMinocha and Bronwen Rees. 2010. pg. 31).

Foreign Direct Investment (FDI) is any varieties that investor earns interest in corporation which functions beyond the domestic territory of entrepreneur. Besides that, international direct investment requires a marriage between a parent company and it international subsidiary. Additionally it is gives go up for multinational corporate and business based on their report Overall economy Watch (2010).

What is Globalization?

Globalization means businesses transfer surrounding the world.

Research (Global Education, 2009) has shown that globalization have many meanings and explanations, but generally known as the greater movement of people, goods, capital and ideas afflicted by the increments of the economical integration which in turn is propelled by the increasing trades and investments. It is like moving towards living in a borderless world. There has been a writing of goods, services, knowledge and cultures between people and countries. Lately, the improvement of technology and a reduced amount of barriers indicate the acceleration of exchange is much faster. Globalization provides several different types of opportunities and problems (Global Education, 2009).

Why Nestle is Multinational Corporate?

Nestle is a multinational corporate and business since the headquarter is situated in Switzerland but operates businesses in the countless other countries around the world such as European countries, United Point out, China, Malaysia, Hong Kong etc. As we realize, Nestle is an infant's product. Besides producing babies, Nestle has also produces various other products such as chocolates, yogurt drink, cornflakes, ice-cream etc which can certainly within supermarkets all around the globe.

Introduction to Nestle

In 1860s, a pharmacist known as Henri Nestle got succeeded developed a food for babies whom are unable to breastfeed. And his first success was to be able to give food to a premature child who could not tolerate his mother's dairy or any of the normal substitutes. (Nestle, 2010)

In 1867, he used his own layer of hands as a trademark in 1867. In German Nestle means little nest. The Nestle mark is universally grasped to carry the meaning of nurturing and caring, security, nourishment and family bonding. These attributes remain the guiding legacy for the company Henri Nestl founded which fulfills the commitment to 'Good Food, Good Life.

The Nestl Coat-of-Arms

Sources: Nestle Sdn Bhd 2010

In 1905 Nestl work together with the Anglo-Swiss Condensed Milk Company, the year after Nestl added chocolates to its line of foods. The newly formed Nestl and Anglo-Swiss Dairy Company experienced factories in the Spain, Germany, USA and Britain. Soon, the business had full-scale production in Australia with warehouses in Hong Kong, Singapore and Bombay. Most creation still took place in Europe. (English Tea Store, 2004-2009)

At first, Nestle business was mainly based on milk and dietetic foods for children. Then, Nestl grew and diversified its selection of products, through acquisitions and mergers with the already famous brands of this time. For example, the developing of LACTOGEN began in 1921, and in the same calendar year, a beverage including wheat flour was marketed under the brand MILO. In 1938, NESCAF‰ was launched to the as the first instant caffeine. Then, in 1947, Nestl merged with the MAGGI Company.

Currently, Nestle continues to be having their principles, which to provide the best products throughout the world. As the main Food, Nutrition, Health and Wellness Company, Nestl supplies the best food for anytime of day and for anytime you will ever have. Nestl is continuing to grow to become the world's largest food company that provides more than 8500 brands and 10000 products throughout depends upon. With its head office in Vevey, Switzerland, Nestl has more than 456 factories in more than 80 countries and having more than 283, 000 employers. (Nestle Products Sdn Bhd, 2010)

Actual impact of globalization on Nestle

PESTLE examination which includes of political, economical, interpersonal, technology, legal and environment examination which consist of external environmental. It really is a useful examination to understanding the situation of your company in an industry.

Political analysis

The balance of politics in a country will be under the awareness by NESTLE to build a seed that can operates NESTLE's factories that considering the country's political balance, good tax incentives as well as its skilled labor force, NESTLE decided Malaysia to be the site of another local creation centre for NESCAFE (Mr. Jos Lopez, Executive Vice President, Nestle S. A. responsible for global functions and GLOBE (Nestl's Global Business Quality Programmer)).

Economic Analysis

The important of financial factors will brings about the effectiveness of consumer spending. For example, in recession current economic climate, people might minimize of the budget to consume household stuff rather than unnecessary products such as chocolate. Americans loves luxury chocolates, a new premium type of cacao to create Nestle Treasures God possessed launched in order to cash in on the downturn.

Social Analysis

Even though Nestle as a multinational corporate which works their business in the other country, but do respect to people's culture and traditional which is a corporate and business that think global, act local by working hard to assimilate itself in to the cultures and traditions of the country. For instance, Kit-Kat's formula is almost different everywhere you go. A Russian Kit-Kat is smaller when compared to a Bulgarian, but less sweet than Germany's Kit-Kat. While in Japan, the strawberry Kit-Kat is all the rage.

Technology Analysis

As the technology of just lately changed quickly in global, Nestle have attracted people to purchasing their products by using advertising. For instance, Kit-Kat have been marketed by attracting youngster or child because it is a sweeten tid-bits. Infants food's advert is to attracted housewife to buy it to given the youngster a wholesome life.

Recent research on technology research (Nestle Insurance plan and Environmental sustainable) (2008) reports shown that during the making process, Nestle acquired using efficient solutions to ensure that there is no lost energy while producing products. In addition, to control the eliminate emission including the greenhouse gases.

Legal Analysis

In 1996, Nestle was the first multinational corporate that voluntary for Halal recognition because of its own foods. Those foods that exported to the other countries were accredited as Halal products. As a global food company like Nestle, health is crucial. Since Nestle gets the Halal documentation and cleanliness was the procedure which contain in that certificate.

Besides that, health insurance and security were the concept that keeps by Nestle. While provided employees to reduce hazards in their personal lives, Nestle experienced always emphasize each of their employees going to change the employee's attitudes towards personal security.

Environmental Analysis

Nestle always focused on people to produce the very best quality with their consumers. Besides that, Nestle also averted the misused food by reduced the material's weight and quantity, yet recognized initiatives of recycle from used packaging. Nestle also have use recycled materials to create its products.

But, Nestle experienced done a fact that may cause of the lost of the house for orangutan. Regarding to Heidi Marshall (2010), Nestle's product-Kit Kat is a product of environmental damage. This is as a result of material that used in the chocolate bars as well as for the other Nestle products as well was originates from a palm engine oil that get from by destroying Indonesia rainforests.

The strategy that utilized by Nestle to real impact of globalization are included

Market Penetration Strategy

Market penetration strategy is which to refer to increase market share of the existing products. A firm using this method by boosts their sale revenue without any changing of their existing products. Nestle may make an effort to use the campaign which is buy 1 free 1 because of its products. For example, buy 2 packs of 1kg Milo free a 10 load up of instant Nescafe.

A market penetration will also involve the 4ps which is products, price, campaign and place. Matching to (Stuart Wall structure; SonalMinocha and Bronwen Rees, 2010), the merchandise in international marketing is the degree to which a standard and differentiated product should be provided. For example, Nestle is using the differentiated products since it produce its products Kit-Kat in several flavour. A Russian Kit-Kat is smaller than a Bulgarian, but less sweet than Germany's Kit-Kat. While in Japan, the strawberry Kit-Kat is all the rage.

The international price is related to the bank account market different between countries, exchange rates, complications of voicing and collecting payment across borders, the effects of tariffs and purchase fees on competitiveness, governmental restrictions of the number country and the long-term proper plan of the business in different markets where it operates.

For the advertising, it is often expressed to seduced people to ingest their products yet to capture a new consumer to purchasing their products. Nestle is often advertise their products thru marketing ways. To make sure that folks know their products yet to pursuing people to make a purchase on the products. For instance, Nestle advertise its products thru the tv advertisement. This may make sure that children will drawn by its advert while it advertise.

A place or distribution it is difficult to regulate from outside the overseas country itself. A corporation will solve this issue by its subsidiary. Furthermore, if the products are being brought in, a multinational company will recruit an area agent to ensure that there surely is safe practices, cheapest and quickest way is using. For example, Nestle might recruit a people that located beyond overseas than it country to solve the problem such as a warehouses, the selling marketplaces and etc.

SWOT Evaluation of Nestle

As Dr. Jill Novak, (2009) commented that


Nestle is a global food developer since it positioned in over 100 countries. It is consistently one of the world's major makers which with global sales in 2008 topped $101 billion. In addition, Nestle was named one of "America's Most Admired Food Companies" in Bundle of money journal. Furthermore, Nestle provides quality brands and products and line extensions that are well-known, top-selling brands including: Maggi, Haagen Dazs, Package Kat, Nescafe, CoffeeMate, prepared baby foods, yogurt, foods for babies and many more.


Most of the merchandise have their own weaknesses. For Nestle, it was not as successful as the other country in France. Nestle could not compete against a strong and proven brand which is Dannon that moved into into France earlier than Nestle which is state of the art of health yogurt. Besides that, since 2004, Nestle has been forced to reduce the amount of glucose in their products that may cause of diabetes among American children. In addition, Nestle has been removed the presentation and advertising that wrong says of "heart healthy" and "lower cholesterol" which can be an order from FDA(Food and Medicine Supervision) and American Medical Connection which is the under open fire of the breakfast time cereal industry.


In today, everyone hope and needs to have a wholesome life, as a designer like Nestle, it comes with an opportunities to improve their selling revenue with producing health-based products. Since Nestle was a well-known top quality, for sure, it'll be easy to appeal to people to acquire their products. Further, they launched a fresh premium type of cacao called Nestle Treasures Platinum, in order to profit from the "recession market" where consumers scale back on luxury goods, but regularly indulge in candy and chocolates. People in the usa want luxury chocolates, and high-end chocolate is immune to the tough economy (up to now), since it can be an inexpensive indulgence.


Even though Nestle was a huge producer on the globe, but it still has its rival, such as Hershey's, Cadbury-Schweppes (held by Pepsi), Kellogg's, Starbucks, , Quaker, Kraft Foods, Danone, , Heinz, Unilevel and many more. Furthermore, any contamination foods source especially e. coli which in turn causes the recalled of these brand-Toll House cookie dough. Outbreaks were linked to 28 states and the merchandise had to be recalled internationally. Nestl has yet to discover how this occurred, and is still looking into (Dr. Jill Novak, (2009).

Potential effects of globalization on Nestle

Nestle commercial have its potential in globalization since it is a big foods maker in global.


In the world of today, technology will be changing swiftly in global. And this will leads a good improvement in every type of products that will be produce surrounding the world. A research and development office is a part of Nestle from today towards future achievements by gaining gains without squandering the raw materials in making process. Besides that, by by using a developed technology may reduce the results that will occurs greenhouse result. For example, use of plastics packaging in every single of Nestle products improve to recycled paper presentation, used of plastic bottle in filling the Nestle drink into tin that can recycle use.

On the others side, a case that occurs in India, which is Nestle chocolates, will be melted before its eye. It is because there are lacks of syndication and the heat heat range in India can make the chocolate melted. Utilizing the technology that can solve this problem that is using the technology to change its chocolate materials so that are able India heat temp.


As the knowledge below, Nestle's Kit Kats was made from a palm oil that came from by destroying the rainforest in Indonesia. That is reason behind the pollution in Indonesia. To solve this issue, Nestle corporate should consider using the palm oil from the other countries by not destroying the rainforest of the united states. On the other side, you can find another solution too. That's, refining the fruit and vegetables petrol that can out inside the element of making chocolate.


As a food designer in global, Nestle may do some different in their products. Such as, a new flavour of the chocolates could be start. It is because different country has another type of style towards foods. For Malaysia, a durian can be a part of the component in the making of Kit-Kat. For Korea, a Kim chi taste Kit-Kat can also create. That is a go for Nestle to attract people by producing different flavour but same products around the world.

The strategy that might use by Nestle in the potential influences on globalization is

Diversification strategy

According to Stuart Wall membrane;SonalMinocha and Bronwen Rees diversification strategy require the company branching out into both new products and new market segments. For instance, from the info that I discuss below, Nestle might produce a different flavor of Kit-Kat to attracted new customer. For Malaysia, Nestle may produce a durian flavour Kit-Kat to captivated those customer who aren't chocolate enthusiast but is a durian lover to get this products.


On the day Nestle was presented, it was only food for infants. As time moves, Nestle has grown to become more famous in brand name and concentrate in widen its products. Today, Nestle is one of the most famous and successful foods and drinks producer. Furthermore, Nestle acquired expands to globalization which consist of factories about the world. Besides that, Nestle will always try counter threats and competitor, including the current products or new product entrants. Therefore, Nestle still gets the potential to expand more and continue being the main one of the first choice in the market share.

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