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Nestle's Strategies in Emerging Markets - Research Paper Example

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From the paper "Nestle's Strategies in Emerging Markets" it is clear that Nestle’s strategy has been effective and they are on the right track. They invest in emerging economies which blocks their funds as they have been investing in infrastructure in several countries…
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Nestles Strategies in Emerging Markets
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Extract of sample "Nestle's Strategies in Emerging Markets"

Download file to see previous pages According to the Harvard Policy Model, a strategy is a pattern of purposes and policies defining the company and its business (Carter, 1999).
Globalization is a concept that speaks of one world with similar tastes and preferences. However, Nestle does not believe in the globalization of consumer behavior and tastes. They follow the philosophy that consumers are individuals. They do not follow a set pattern and hence cannot be classified as global consumers. Thus, in the clarification of their objectives, they evaluated the globalization trend and concluded that they wanted to have a customization approach rather than a globalization approach.
However, the globalization principle did help in focusing on the emerging markets as they conducted an external and internal analysis. They could identify the gap in the services in the emerging markets and found tremendous potential. They could foresee the removal of trade barriers and the rising consumerism in these economies. This is the reason they adopted the early-mover principle in these markets. They could also analyse and find that they could achieve a competitive advantage by fulfilling consumer needs in these markets.
Strategy implementation involves several steps. Strategy implementation required them to evaluate the strengths and weaknesses of globalization. It also brought to light that removal of trade barriers had opened up the opportunities in the emerging markets. They thus first developed their corporate-level strategy to approach the emerging markets.
The strategy is drawn up at three levels – the corporate, business and the functional levels. This helps them decide on the choice of products, the choice of markets and the choice of competitors. To fulfill individual consumer needs or the local needs requires a strategy that differs from the globalization approach. ...Download file to see next pages Read More
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