Executive Summary of Nestle

Executive Summary

Nestle is a multi-national cooperation worldwide which was found by Henry Nestle in year 1866. Nestle has more than 280,000 employees worldwide and factories are being set up and operated over 86 countries. Nestle started with some initiative to produce infant formula which can provide products to infants who are intolerant to their mothers' milk.

Current customers demand is very high for Nestle infant products especially in Europe. Many business joint ventures operated on the name of Nestle brought many success although Nestle was undergoing many name changes along the way. Nestle is aggressively doing R & D (research and development) to promote the product growth in terms of product varieties. Many products had been introduced to customers such as baby cereals, breakfast cereals, chocolates, bottle drinks, beverages, ice creams, dairy products, food seasoning, pet food and many more.

The purpose of this marketing plan is to analyze Nestle and introduce a brand new product under the name of Nestle, which is La Yolaite, an organic goat's milk infant yogurt. The objectives of the marketing plan are analyzing the company, customer and existing market environment of Nestle and then develop some specific marketing strategies for the new product. Besides that, we also consider and plan for the implementation and control of this new product so that our overall plan of introducing Yolaite is able to achieve the marketing plan objectives.