Nestle Malaysia Case Study

Executive Summary

This report is required by the Module leader, Anne Edwards for subject UGB 229: Marketing Management. The writer has been asking for studying a confectionary manufacturer in Malaysia. Confectionery refers to the food item which rich with sugar and carbohydrates. Writer had chosen Nestle (Malaysia) Berhad for this report. Nestle is one of the well-known confectionary manufacturer in Malaysia. It has been in Malaysia for almost a century. The purpose of this study is to understand the marketing management issues within organization and the tools and techniques that have been used for managing the operation. Pestle analysis has been used to study macro environmental of this organization. In additional, this report includes also marketing mix and Porter five forces. Through this report also, reader can understand the marketing strategy of nestle. At the end part of this report, recommendation will be provided by writer.

Table of content

1.0 Introduction………………………...………………………………………………………… 1

2.0 PESTLE Analysis ………………………………………………………………………….....2

2.1 Political………………….………………………………………………………………….....2

2.2 Economical……………………………………………………………………………………2

2.3 Social…………………………………………………………………………………...……..3

2.4 Technology……………………………………………………………………………………3

3.0 Segmentation………………………………………………………………….………............4
3.1 Targeting.............................................................................................................................…..4

3.2 Positioning…………………………………………………….………………………………5

4.0 Marketing Mix……………………………………………………………………….………..6

4.1 Product……………………………………………………………………………………...6-7

4.2 Promotion…………………………………………………………………………………...8-9

4.3 Price……………………………………………………………………………….……...10-11

4.4 Place………………………………………………………………………………………….12

5.0 Porter Five Forces……………………………………………………………………………13

5.1 Threat of New Entrance……………………………………………………………………...13

5.2 Threat of Substitute Goods…………………………………………………………………..14

5.3 Bargaining Power of Suppliers………………………………………………………………14