Case 6-1

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Section: 2nd (PM)

Name: Quy Ta
SNHU ID: 2958204
Date: 31 July 2024
Title: Case Study 6-1

6-7. Critically examine Nestlé’s positioning model.


- Nestlé’s positioning model focuses on the labor force, facilities investments, and environmental
issues:
 Labor Force: To address gender inequalities, the corporation has expanded the number of
women in management and high-level positions in the Middle East.
 Facilities Investments: Nestlé invests in high-tech labs and manufacturing to produce shelf-
stable products for local markets.
 Environmental Issues: To promote sustainability, the company aims to provide 100% reused
and recycled packaging by 2025. Nestlé targets emerging consumers with affordable,
accessible products, resulting in brand loyalty. The company also organizes programs such
as “Healthy Kids” to address local health concerns.

6-8. Discuss the importance of investment in research with regard


to the Nestlé case.
- Nestlé’s investment in research allows the company to better understand consumer
requirements and alter goods accordingly
 Collaboration with local research bodies, such as South Africa’s Council for Scientific and
Industrial, enables the development of products customized to local tastes and nutritional
requirements.
 Research investment keeps Nestlé ahead of competitors and relevant in diverse markets.
 Nestlé's global research and development efforts focus on developing new bioactive
components and employing locally sourced products for health advantages
 Nestlé's research investment helps it address environmental challenges improve
product safety and quality, adapt to changing customer trends, and maintain a
competitive advantage.
 Nestlé creates products with lower sugar, salt, and saturated fats, and collaborates
with scientists to research nutrition, food science, and food safety.
 Nestlé uses the popularity-positioned products (PPP) approach to expand in emerging
economies and meet market trends.
 Responding to social change, Nestlé continues to invest in Egypt following the Egyptian
Revolution, demonstrating a commitment to the market, long-term growth, and potential
good impact on the local economy and labor force.

6-9. Explain the different ways in which market research can be


used to satisfy consumers.
- Focus Group Research: A group of six to ten people discuss a product concept, advertisement,
social trends, brand image, or personality.
- Observation: Recorded consumer behavior to better understand the variables that influence
customer choices and popular products.
- Survey: Gathers quantitative and qualitative data using a variety of methodologies.
- Consumer Panel: Interview people to gather feedback. Thought, and advice about the product
or service.
- Market segmentation: Customizes marketing techniques and product offerings to match the
specific needs of various customer groups.
- Customer Feedback: Nestlé's continuous research enables it to collect and respond to customer
feedback, resulting in improved products and services.
- Cultural Adaption: Ensures that products and marketing activities resonate with local audiences.

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