雀巢公司(市场营销作业).pptVIP

 The international road to China for Nestle 2 : Dairy Products There are many essential nutrients in the Nestle milk products processing technology Preconditons and Risk Preconditon : Chinas opening up policy was settled . Risk: The governent of China takes action to proctect national industry. 3、Threat: (1)Threat of New Entrants: 1)multinational brands 2)domestic coffee bean suppliers (2)Availability of Substitutes 3、Threat:Due to the influence of Chinese tea drinking customs ,some Chinese people still advocate to drink the traditional hot drink ----- tea. 4、China has rapidly developed in recent years, especially in the fields of technology and innovation,which have far more than many countries. Therefore,many high-tech domestic enterprises are emerging. Threat:Therefore this causes a great threat to the Nestle company in technology. Consumer products：convenience products Black coffee Instant coffee The source of raw materials in China Top 3 sales volume in China (2010) Nescafe Maxwell house CafeMocha “Good to the last drop” Brand image The taste The package The Taste is great The Popularity Various strategies of product Product invention Life circle The maturity stage The product had achieved acceptance by most potential buyers. Competitors begin to react. They market down prices,increase the advertising and sales promotion,and try to find better visions of the products. A high market rate. It posses strong challenges to marketing managements. During1998—2009,the total market sales of coffee was increasing by a rate of 90%. In 2005,Nestle’s annual sales in Chia reach 10.2 billion RMB,submit tax payment for about one billion. Pricing Entry Mode Decision To sum up its Entry Mode Decision lays a solid foundation on its successfully marketing in China. The taste The package The price 雀巢公司餐饮部产品价目表 Nestle? Foodservices ?Price