BMK10103

QUESTION:
1. INTRODUCTION
Choose a company which you are familiar with. Briefly explain your company
background.
 Company’s Name
 Logo
 History
 Background of company
 Company types of business

2. CONTENT
Identify the environmental factors for the company and evaluate how these factors
influence the company’s marketing performance, each student is required to explain
all components as following.
i. Identification and evaluation of the micro-environmental factors:
 The company
 Suppliers
 Marketing Intermediaries
 Customer markets
 Competitors
 Publics

ii. Identification and evaluation of the macro-environmental factors:

 Political & Legal
 Economic
 Socio-cultural
 Technological
 Natural

3. CONCLUSIONS
Give your conclusion on the importance of the company’s microenvironment and macro-
environment to business. Provide also some recommendations to the company.

ASSESSMENT:
Report will be evaluated based on rubric.
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BMK10103
PRINCIPLES OF MARKETING

ASSIGNMENT 1

MARKETING ENVIRONMENT:
NESTLE

Prepared by:

DARMMINI MARIMUTHU

ID:
2122020020037

Prepared for
MDM IZZATUL SABRIN BINTI HAMSAN

Deadline
st
21 March 2021
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TABLE OF CONTENTS
1.0 INTRODUCTION………………………………………………..

2.0 CONTENT………………………………………………………….

2.1 MICRO-ENVIRONMENTAL FACTORS………………………….

The company………………………………………………………….
Suppliers………………………………………………….....................
Marketing Intermediaries……………………………......................
Customer markets…………………………………………................
Competitors…………………………………………………................
Publics…………………………………………………………………….
2.2 MACRO-ENVIRONMENTAL FACTORS…………………………
Political & Legal…………………………………………………………
Economic…………………………………………………………………
Socio-cultural…………………………………………………………….
Technological……………………………………………………………
Natural…………………………………………………………………….
3.0 CONCLUSIONS…………………………………………...............
4.0 RECOMMENDATION……………………………………………..
5.0 RUBRIC……………………………………………………………...
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1.0 INTRODUCTION

Today, Nestle is one of the leading Food and Nutrition Company in the world. Nestle has
headquarters in Vesey, Switzerland. The business of nestle is supported by its strong network in
more than 86 countries with more than 500 factories. Along with that the business also gets the
benefit of its international R&D network. The Nestle factories are operating in the different
countries of; Asia, America, Africa, Europe, and Oceania

As the company is in the sector of food and nutrition, it remains sensitive to

Being a company dedicated to food from the beginning, Nestle remains sensitive to culinary and
eating habits, and responds to specific nutritional problems, whilst also setting and matching
new trends such as growing out-of-home consumption and caring about the wellbeing of its
consumers. Nestle aim is to become global leader in Food and Nutrition Company in the world
and sustain that position. Vision“Nestlé Norden’s aim is to meet the various needs of the
consumer every day by marketing and selling food of a consistently high quality.” To achieve
this vision Nestle has two steps to follow, first is High quality and collaboration, which is integral
part of any food business to flourish and second is Focus on e-business and websites. Nestle
has started investing heavy in development of e business and its promotion so as to capture
clients in e business sphere also.Mission“Nestle is dedicated to providing the best foods to
people throughout their day, throughout their lives, throughout the world. With our unique
experience of anticipating consumers’ needs and creating solutions, Nestle contributes to your
well-being and enhances your quality of life.”
The mission statement of Nestle is well articulated and reflects the long term objective for doing
the business. It has mentioned in the mission statement that the company will provide
consistently the best food product with the best quality throughout the life of their customers,
which will ultimately enhance the quality of the life of its customers.
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The pioneer years history begins in 1866, with the foundation of the Anglo-Swiss Condensed
Milk Company. Henri Nestlé develops a breakthrough infant food in 1867, and in 1905 the
company he founded merges with Anglo-Swiss, to form what is now known as the Nestlé
Group. During this period cities grow and railways and steamships bring down commodity costs,
spurring international trade in consumer goods. In 1866 US brothers Charles and George Page
help establish Anglo-Swiss Condensed Milk Company. Using abundant supplies of fresh milk in
Switzerland, they apply knowledge gained in their homeland to establish Europe’s first
production facility for condensed milk in Cham. They start supplying Europe’s industrial towns
with the product under the Milkmaid brand, marketing it as a safe, long-life alternative to fresh
milk.

1875 Henri Nestlé sells his company and factory in Vevey to three local businessmen. They
employ chemists and skilled workers to help expand production and sales. 1878 Fierce
competition develops between Nestlé and Anglo-Swiss, when both companies start selling rival
versions of the other’s original products: condensed milk and infant cereal. Both firms expand
sales and production abroad.1904 Nestlé begins selling chocolate for the first time when it takes
over export sales for Peter & Kohler. The Nestlé company also plays a role in the development
of milk chocolate from 1875, when it supplies his Vevey neighbour Daniel Peter with condensed

1866:

The Anglo-Swiss Condensed Milk Company is founded in Cham, Switzerland.

1867:

Henri Nestlé begins selling cow's milk-food in Vevey, Switzerland.

1900:

Nestlé opens a factory in the United States.

1905:

Nestlé and the Anglo-Swiss Condensed Milk Company merge.

1938:

Nestlé introduces Nescafe.

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1974:

Nestlé enters the nonfood business, becoming a major shareholder of the cosmetics company
L'Oréal.

1979:

After numerous name changes, Nestlé S.A. is adopted as the official corporate title of the
company.

1985:

Nestlé acquires Carnation and Hills Brothers Inc.

1992:

Nestlé acquires Perrier.

1998:

Nestlé acquires the Spillers pet food business belonging to Dalgety PLC, making it the second
largest pet food maker in Europe.

2002:

Nestlé acquires Ralston-Purina to become co-leader in the global pet food business.

2003:

Nestlé acquires Dreyer's Grand Ice Cream.

2005:

Chief executive officer Peter Brabeck-Letmathe is named chairman of the board.

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2.0 CONTENTS
2.1 MICRO-ENVIRONMENTAL FACTORS
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RUBRIC ON REPORT (30%)

SKILLS CRITERIA MARKS
Excellent Good Average Needs improvement
(5) (4) (3) (2)

The introduction covers all The introduction covers all All the points are covered The introduction is
the important points and the the important points and however, the points are incomplete.
INTRODUCTION importance of vision and however, the question on entirely copy and pasted. _____/ 5 x 10
mission to the company vision and mission needs to Lack of coherency
correctly described. be related to the company between the paragraphs.
(10%)
Student had rewritten the selected and/ or some parts
findings in own words are copy and pasted from
without any plagiarism. the website.

A compelling and critical A compelling analysis has A brief analysis of the There is no discussion
CONTENT analysis has made on the made on the company. A factors that have made. provided.
(40%) company. A very good very good explanations Good explanations and ____ /5 x 40%
explanations provided on provided on strategy chosen discussions provided on
strategy chosen by the by the company. strategy chosen by the
company. A very good company.
discussion has been made.

A very good Good recommendation has Some recommendations There is no

recommendation has been been made. The conclusion are acceptable. The recommendation and
RECOMMENDATION & made. The conclusion is ties up and brings together conclusion is conclusion.
CONCLUSION strong and it tieds up and the introduction, content and recognizable, but does ----- /5 x 30 %
brings together the well summarized. not tie up introduction and
introduction content and content.
(30%)
well summarise.

Report tells a very clear, Report is clear and tells a Report has some gaps in Report is poorly
coherent story with coherent story, strong story, some weak organized, missing key
FORMAT & QUALITY OF excellent transitions. throughout. Some part of the sections. Audience has sections. No minutes is ---- /5 x 20%
INFORMATION Overall report is neat and report is neat. Information in difficulty in following work set. Sequence of
free from errors. logical sequence. because the agenda information is difficult to
Information in logical, jumps around. follow.
(20%)
interesting sequence.  
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TOTAL  /100