Management Sciences Department
National University of Modern languages and Sciences
Islamabad, Pakistan
NAME(s) ROLL NO
Zohaib Kiani (2171040)
Abdul Rehman (2171030)
Mariam Shahid (9161013)
Sidra Jahangir (2171097)
Course: Strategy Marketing (Industry Analysis)
Class: BBA 7th (B), Morning
Lecturer
Sir Erfaan Afzal
DATED: 11th March 2020
ACKNOWLEDGEMENT
We would like to thank for ALLAH AMIGHTY for giving us strength and
intellect to complete this assignment. We are very much thankful to
Mr. Erfaan Afzal who has provided us opportunity and motivation to
gain knowledge through this type of assignment.
At last but not at least, we are thankful to all our colleagues, friends
and others persons who have directly and indirectly helped us during
preparation of whole assignment.
Thank you,
National University of Modern language
Islamabad.
TABLE OF CONTENTS
1. Introduction………………………………………………………………… 3
2. History………………………………………………………………………….4
3. Vision……………………………………………………………………………5
4. Mission…………………………………………………………………………6
5. Major Competitors……………………………………………………….6
6. Strategic business Units……………………………………………….8
7. Swot Analysis……………………………………………………………….9
8. BCG Matrix Analysis…………………………………………………….13
9. Ansoff Matrix……………………………………………………………….15
10 . Market Segmentation………………………………………………..16
11 . Target Market……………………………………………………………17
12 . Market Share……………………………………………………………..18
BRIEF INTRODUCTION OF THE COMPANY
Nestle is a Swiss multinational food and drink processing conglomerate
corporation headquartered in Vevey, Vaud, Switzerland. It is the largest
food company in the world, measured by revenues and other metrics,
since 2014. It ranked No. 64 on the Fortune Global 500 in 2017 and No.
33 on the 2016 edition of the Forbes Global 2000 list of largest public
companies.
Nestlé’s products include baby food, medical food, bottled water,
breakfast cereals, coffee and tea, confectionery, dairy products, ice
cream, frozen food, pet foods, and snacks. Twenty-nine of Nestlé’s
brands have annual sales of over CHF1 billion (about US$1.1 billion),
including Nespresso, Nescafé, Kit Kat, Smarties, Nesquik, Stouffer’s,
Vittel, and Maggi. Nestlé has 447 factories, operates in 189 countries,
and employs around 339,000 people. It is one of the main shareholders
of L’Oreal, the world’s largest cosmetics company.
HISTORY OF NESTLE
In the mid-1860s Nestlé, a trained pharmacist named Henri Nestle
began experimenting with various combinations of cow‘s milk, wheat
flour and sugar in an attempt to help combat the problem of infant
mortality due to malnutrition. He called the new product Farine Lactée
Henri Nestlé. Nestlé’s first customer was a premature infant who could
not tolerate any of the conventional substitutes, and had been given up
for lost by local physicians. People quickly recognized the value of the
new product, after Nestlé’s new formula saved the child’s life and
within a few years, Farine Lactée Nestlé was being marketed in much of
Europe.
Nestlé was formed in 1905 by the merger of the Anglo-Swiss Milk
