Download - Analysis on Nestlé
Nestlé: Internal and External AnalysisStrategic Planning Individual Assignment
Name: Dumindu Katuwala
Student ID: 2948
Lecturer: Mr. A. C. Marcelline
Nestlé: Internal and External Analysis Strategic Planning
Table of Contents
Executive Summary 2
Trends to look out for 3
Issues faced by Nestlé 7
Nestlé’s Response/Adaptations 10
SWOT Analysis 17
Porter’s Five Forces Analysis 18
Recommendations 20
Conclusion 21
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Executive Summary
This report holds an extensive analysis of the Nestlé Global Corporation. The report is
targeted towards the board of directors of Nestlé Global. The main goal of this report is to
identify the internal and external factors which influence Nestlé’s business strategies using
appropriate theoretical frameworks and applying them into a practical scenario.
The report is started off by remembering the core mission and vision statements of
Nestlé. This is done to give you a flashback on your company’s core strategic values and for
you to evaluate to yourself if the company is still under the said framework (mission, vision
and values).
The next focus point would be the trends that the company should look out for in the
coming years. These are important factors that the company should focus on and should
create suitable strategic decisions in order to adapt in the future.
The issues faced by Nestlé globally are brought forward to you in detail with all
possible data. The actions taken by Nestlé to overcome these issues will be further discussed
and evaluated to justify if the necessary actions were taken.
As a summary the SWOT analysis and analysis of the Porter’s five forces will be
brought forward to you into the latter part of the report.
The report would conclude with specific recommendations related to the trends and
issues discussed in the report.
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Nestlé’s Mission
Nestlé is the world's leading nutrition, health and wellness company. Our mission of "Good Food, Good Life" is to provide consumers with the best tasting, most nutritious choices in a wide range of food and beverage categories and eating occasions, from morning to night.
Nestlé’s Vision and Values
Nestlé is to be a leading, competitive, Nutrition, Health and Wellness Company delivering improved shareholder value by being a preferred corporate citizen, preferred employer, preferred supplier and selling preferred products.
Before moving forward with this report it is important for us to go back to the core
strategies and values of your company, Nestle. The reiteration of Nestlé’s Mission, Vision
and Values is for you to read and understand if Nestle has really been able to stick to the core
business strategies that it has been built upon. It is also important for us to understand that
any changes or modifications that need to be done due to the developing trends and issues
globally should be done within the constraints of the said core strategies of the company.
Nestlé has come a long way since its inception in 1867 and stands strong today as the
world’s largest food company. It is our responsibility to maintain Nestlé at this position and
also to take the necessary strategic decisions by evolving to the different trends, issues and
challenges that come up.
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Trends to look out for
Sustainable Selection
The modern consumer is very complex. Consumers are not only basing their food and
beverage purchases on taste and price, but they are also concerned about where their food
comes from, how its production has impacted the environment, how close the final product is
to its raw ingredients, and also how its purchase affects the income of the producers down the
product development chain.
These concerns can be summed up into five main categories of sustainable food and
beverages:
Organic
Locally sourced
Fair trade
Carbon footprint
Eco-packaging
The wide variety of issues under sustainability shows that it is more than just “being green”
or making green product choices.
Impact on Nestle:
This new trend that is developing among the consumers is something that would directly
affect Nestlé as your company has had certain issues regarding sustainability which would be
discussed more specifically under Issues faced by Nestle Globally (Refer pg.: 05).
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Putting Health and Wellness on the Menu
The health stakes are high
The obesity rate has tripled since 1960, and two-thirds of the population is
overweight.
An estimated 14% of all deaths have been attributed to poor diets and/or sedentary
lifestyles.
It is estimated that healthier diets might prevent $71 billion per year in medical costs,
lost productivity and the value of premature deaths associated with these health
conditions.
Reasons such as this has caused an increase in overall consumer interest in selecting food and
beverages geared towards wellness. Also attitudinal and behavioral analyses indicate that
consumers are becoming more selective in their product and lifestyle choices. Eating healthy
food is something that has been talked about for many years, however according to the latest
data it seems that consumers are greatly concerned about this factor today than ever before.
Impact on Nestle:
As Nestlé holds over 8000 brands with a wide range of food and beverage products all around
the world it is a responsibility of Nestlé to take action for the health issues that people go
through globally.
Technology
Faced with the task of feeding 9 billion people in the not too distant future, there is a
massive shift of the use of technology in the production of food and beverages. We are at the
beginning of the most radical transformation of our food industry since the Green Revolution.
Until now, food innovation — including agricultural production, processing, distribution and
retail — happened in the laboratories and strategy shops of a few select multinationals. These
approaches to innovation have been proprietary, consolidated and designed to maximize
shareholder interests. But as the Internet democratizes virtually every industry, like
healthcare, media and education, it’s becoming increasingly clear that a more holistic future
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is possible. The new trend of using technology would be to level the playing field between
industrial and sustainable food by leveraging information, technology and multidisciplinary
design. A future that’s decentralized, collaborative and designed to maximize the interests of
producers, eaters and the environment is not far away.
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Issues faced by Nestle Globally
Nestlé: Global Water Predator?
That’s right; Nestlé is now starting to be known as the “Global Water Predator” by
different factions around the world, especially in the States. This is a major issue for your
company as it would certainly impact the brand image of the company. There are also certain
sites that have been put up against your company such as StopNestléWaters.org which are
creating an entirely bad image of Nestlé.
The said website (StopNestléWaters.org) and other factions are making many claims
as to why they are going against Nestlé.
A few of them are quoted as follows:
“Nestlé takes water from US communities on the cheap, bottles and sells it for
billions of dollars in profit and dumps the environmental and other costs onto
society.”
“Nestlé's predatory tactics in rural communities divide small towns and pit
residents against each other.”
Another comment by an actual consumer quoted:
“I drank water today from a Poland Spring (Nestle) bubbler at work that
I personally opened and replaced, knowing I was the only one that
handled the bottle I knew the problem came from the distributor. After a
short time after drinking some of the contaminated water, I noticed the
water smelled VERY strongly like GASOLINE! I saved my water bottle
for testing, my union is investigating. SCARY SCARY who will hold these
major companies liable?”
These are not baseless comments; they are backed by a certain degree of evidence.
Let us try to understand the necessary actions taken by your company (Nestlé), in dealing
with the water issue which has escalated largely in the recent times under Nestlé’s
Response/Adaptations (Refer pg.: 08). Issues such as this would cause ripple effects to the
consumer loyalty as consumer’s are now going more towards sustainable selections (Refer
pg.: 03).
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Child Labor
A year ago an article titled “Nestle Audit Finds Child Labor Violations in Cocoa
Supply” was published in the Bloomberg. As members of the director board you should be
aware of this issue. However it is important for us to recollect the results of the audit last year
and also evaluate the necessary actions taken by Nestlé to overcome the problem (Refer
Nestlé’s Response/Adaptations pg.: 08).
Nestle buys about a 10th of the global cocoa production and more than a third of that
comes from the Ivory Coast, the world’s biggest producer. About 89 percent of Ivory Coast
children were involved in growing cocoa, according to a 2008 government survey. According
the President of the FLA (Fair Labor Association) Van Heerden the root causes of child labor
in the cocoa industry include poverty and a lack of schools.
Issues such as this are external supply chain issues which would directly affect the
brand image of the final customer (before going to the consumer) Nestlé.
Nestlé: Baby Killer?
A boycott was launched in the United States on July 7, 1977, against Nestlé corporation. It
spread in the United States, and expanded into Europe in the early 1980s. It was prompted by
concern about Nestlé's "aggressive marketing" of breast milk substitutes, particularly in less
economically developed countries (LEDCs), which campaigners claim contributes to the
unnecessary suffering and deaths of babies, largely among the poor.
Groups such as the International Baby Food Action Network (IBFAN) and Save the Children
claim that the promotion of infant formula over breastfeeding has led to health problems and
deaths among infants in less economically developed countries. There are a few problems
that can arise when poor mothers in developing countries switch to formula:
Formula must normally be mixed with water, which is often contaminated in poor
countries, leading to disease in vulnerable infants. Because of the low literacy rates in
developing nations, many mothers are not aware of the sanitation methods needed in
the preparation of bottles. Even mothers able to read in their native language may be
unable to read the language in which sterilization directions are written.
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Although some mothers can understand the sanitation standards required, they often
do not have the means to perform them: fuel to boil water, electric (or other reliable)
light to enable sterilization at night. UNICEF estimates that a formula-fed child living
in disease-ridden and unhygienic conditions is between 6 and 25 times more likely to
die of diarrhea and four times more likely to die of pneumonia than a breastfed child.
Many poor mothers use less formula powder than is necessary, in order to make a
container of formula last longer. As a result, some infants receive inadequate nutrition
from weak solutions of formula.
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Nestlé’s Response/Adaptations
Nestlé on Sustainability
With the increased global trend towards sustainability, your company (Nestlé) had to adapt
fast and Nestlé really was able to make a difference.
Nestlé started off by making its own definition of sustainability which is "the process of
increasing the world's access to higher quality food, while contributing to long-term social
and economic development, and preserving the environment for future generations".
Nestlé also took the steps in creating the Sustainable Agricultural Initiative with other food
manufacturers. The group defines sustainable agriculture as "a productive, competitive and
efficient way to produce agricultural raw materials, while at the same time protecting and
improving the natural environment and social/economic conditions of local communities".
Nestle is also attempting to improve the performance of its suppliers of agricultural
commodities to raise quality, lower costs, and contribute to sustainable development. Its
initiatives focus first on coffee, cocoa, and milk. Nestle managers assert that the initiatives
deliver both private benefits (better quality and reduced costs to the firm) and social benefits
(higher incomes for farmers, better environmental quality in farming regions, improve brand
image).
Achievements
Nestlé is the leading food products company in the Dow Jones Sustainability Index for the
first time with a score of 88%, double the industry average.
The company has also achieved the maximum score for the second year running in the CDP
‘Climate Disclosure Leadership Index’ and the CDP ‘Climate Performance Leadership
Index’, both of which are published in the Global 500 Climate Change Report 2013.
Nestlé’s leading positions in all three indices recognize its strong performance against a
number of benchmarks that measure the environmental and the social impact of its operations
and the transparency of its information disclosure.
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Nestlé on water
Nestlé has been working immensely on producing water efficient products for many years
now with all pressure from different factions. Over 10 years to 2008, the company reduced its
waste use per kilogram of product by 49%. The Nestlé Waters business reduced the amount
of additional water needed to produce 1 liter of bottled water to 0.76 liters, a fall of 26% since
1999.
At the beginning of last year, Nestlé’s factory in La Penilla, which makes chocolate,
confectionery, milk and infant formula, was using 72 cubic meters of water per tonne of
product.
Now, after introducing changes such as a water efficiency program, and investing one million
euros (CHF 1.2 million) it has reduced this by 60% without increasing energy consumption
or greenhouse gas emissions.
Response by Nestlé chairman on water
Nestlé Chairman Peter Brabeck makes the astonishing claim that water isn’t a human right.
He attacks the idea that nature is good, and says it is a great achievement that humans are
now able to resist nature’s dominance. He attacks organic agriculture and says genetic
modification is better. Water is a foodstuff like any other, and should have a market value.
Evaluation of Nestlé’s response on Sustainability
Nestlé’s efforts towards sustainability have been promising. The idea to collaboratively work
with other multinational organization by forming the Sustainable Agricultural Initiative is a
positive sign for the future of sustainable development in the food and beverage industry.
The achievements reached by Nestlé clearly show that Nestlé has been successful in helping
with the necessity of sustainable development.
The steps taken to reduce the water consumption in their production, clearly reduces the costs
of production and also it positively affects the environment. However it should be evaluated
if the necessary issues that are raised by people are addressed by Nestlé (Refer pg.: ). The
different pressure groups that are developing against Nestlé should addressed fast as they are
growing and their growth would affect Nestlé’s brand image in the long run.
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The response made by your chairman is questionable. Statements as such would never
conform to be positive socially, politically and even economically. It is your responsibility as
the distinguished board of directors to advice your chairman to refrain from making
statements as such, as it would affect the company’s image and also lose its credibility as a
eco-friendly and sustainable company. All efforts by the various sectors in improving
sustainable development and such would all be a waste with statements of that nature.
Response on Child Labor
This issue needed quick response as word was spreading all around the world and it
could have resulted in loss of brand image thus sales in the long run for Nestlé. However your
company (Nestlé) was able work with the FLA (Fair Labor Association) and come up with
certain strategies to minimize this issue.
The FLA made 11 recommendations to Nestlé, all of which the company fully supported and
started acting upon, in some cases in collaboration with its partners. There were
improvements done in the company’s supplier code prioritizing the measures needed to tackle
child labor.
The company started working more closely with its suppliers, its certification partners and
other bodies to ensure those working throughout the cocoa supply chain received better
training on the nature of the child labor problem and how to address it.
Nestlé also started working with its partner, the International Cocoa Initiative, which is a
foundation that works with the cocoa industry, civil society and trade unions, to set up the
new monitoring and remedy scheme.
A few statistics:
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More than 6,000 cocoa farmers in Côte d’Ivoire have received training in 2012 as part
of the plan.
Over 800,000 better quality cocoa plants have been distributed to them.
In March 2013 the company opened the first school it has built for a Nestlé Cocoa
Plan co-operative.
By 2015 Nestlé aims to train a further 24,000 farmers in Côte d’Ivoire, and deliver a
further three million plantlets.
Evaluation of Nestlé’s response on Child Labor in Côte d’Ivoire
The steps taken by Nestle to support with this issue looks to be a good approach. The aim of
Nestlé to train a further 24,000 farmers in Côte d’Ivoire by 2015 looks to be a positive move
as the increase in skilled farmers would reduce the use of child labor. However this method
would necessarily not stop child labor but it would encourage your suppliers not to use
children for labor as there are more skilled individuals.
Nestlé on health and wellness
As mentioned under Trends to look
out for (Refer pg.: 04), consumers are
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moving towards healthier selections and as mentioned with statistics obesity is starting to be a
global epidemic. What has your company done regarding this global issue?
Nestlé was the first company in the food industry to introduce comprehensive policies for the
systematic reduction of specific nutrients considered to be detrimental to health when
consumed in excess.
Nestlé has published a set of 30 social and environmental goals focused on countering the
global nutrition crisis and environmental decline, to be achieved by or before 2020.
In response to the growing obesity epidemic, your company Nestlé plans to provide portion
guidance on all children’s products by 2015 and label guideline daily amounts (GDA) on the
front of the pack on more products by 2016.
The most recent one is where Nestlé has pledged to accelerate the reduction of salt across all
its food brands worldwide to support a World Health Organization salt target of no more than
5g of salt per person, per day, by 2025.
Nestlé is also at the cutting edge of nutritional research into salt alternatives, collaborating
with US life sciences company Chromocell Corporation to identify compounds with similar
or equally pleasing tastes that could potentially be used instead of salt in a range of foods.
With brands such as Maggi worldwide, Nestlé also provides consumers with healthy cooking
education programs, helping them to create tasty and balanced meals every day with more
vegetables, less salt and less fat.
Connecting the technological trend with health and wellness
Nestlé has the largest R&D network of any food company in the world, with 34 R&D
facilities – including three Science & Research Centers and 31 Product Technology Centers
and R&D Centers worldwide - and over 5,000 people involved in R&D.
Nestlé Research Tokyo focuses on fundamental research in nutrition and health in Japan
while a joint research program, Food for Life, addresses a number of topics related to
nutrition and health including healthy ageing and metabolic syndrome.
Response for the issue on breast milk substitute products
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There was no proper solution brought forward by Nestlé regarding this issue and it is still an
issue discussed today. However in 1981 the WHA (World Health Assembly) brought forward
an International Code of Marketing of Breast-milk Substitutes. This code bans the promotion
of breast milk substitutes and gives health workers the responsibility for advising parents.
The CEO in this year stated that it keeps on to the code but there different groups of people
who state that Nestlé is violating the code.
Nestlé however according to my in-depth research seems to be encouraging mothers to breast
feed her child and only advices to use breast milk substitute products as an option at last
resort.
Evaluation of Nestlé’s response on health and wellness
The 30 social and environmental goals published by Nestlé to counter the global nutrition
crisis and environmental decline is positive step forward. It is also important to note that your
company has given these goals a dead line (on or before 2020). There are many organizations
that come up with strategies like this but as a multi-national organization and also as the
world’s largest food company Nestlé sends out a positive message to the whole world. By
actions such as this Nestlé is able to further improve its brand image globally.
Nestlé’s plan to provide portion guidance on all children’s products by 2015 would definitely
help parents understand the necessary balanced meal that should be given to their children. If
this is successful it would help to reduce the obesity issue in the future as young children
would be fed just right.
The use of technology is becoming very popular in the food and beverage industry and Nestlé
is best at using the modern technological aspects in its productions. By using technology
Nestlé is able to produce more eco-friendly and healthy products. For example the reduction
of salt and having alternatives to salt is a result of research and development which
eventually results in the better living standards of people in the long run.
The breast milk substitute issue is something that is talked about at large even today. There is
no real solution provided by Nestlé regarding this issue but the stance they have taken in
encouraging mothers to breast feed the child and to use the substitute as a last resort option
should be greatly appreciated. There is no evidence to prove that the child deaths and
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illnesses are caused by this substitute but possible solutions should be brought towards the
use of this product in low-income countries where the water used to prepare the substitute
maybe inappropriate.
Strengths
More than 140 years in the industry
World biggest brand, top brand in Fortune 500 list
Global reach with presence in over 86 countries
An employee strength of around 328,000 people worldwide
Wide product range including baby food, pet food, dairy products, confectioneries, pharmaceuticals, beverages, etc.
Popular brands owned like Maggi, Haagen-
Weaknesses
Being a big global brand, Numerous
controversies in different countries of
operation can cause issues
Strong competition by other brands
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Dazs, Boost, Kit Kat, Nescafe, etc.
Largest R&D network facilitating continuous innovation
Strong supply chain network
C.S.R. activities for rural development, environment protection, water conservation,, etc.
Mergers and acquisitions and joint ventures to increase market share
Strong marketing and advertising power
Strong brand loyalty and brand recallOpportunities
Introduce more health based food products to tap the health consciousness amongst consumers
Expand with focus on developing economies
Continue with acquisitions and joint ventures to increase its market share
Threats
Failure of the complex supply chain
Economic instability and inflation in most countries
EURO zone crisis, as most of its revenue comes from Europe
Increase in cost of raw materials
Stiff competition in all product segments
SWOT Analysis
Porter’s five forces analysis
Threat of New Entrants
As the food and beverage market is quite large (one of the biggest needs globally)
many companies enter into the market every year in an attempt to gain a portion of the
profitable market. Luckily for Nestle, the company has been around for over a century and
boasts a long history of quality products and consumer satisfaction which has allowed the
company to obtain a considerable share of the market.
Threat of Substitute Goods
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Due to the nature of the industry, Nestle is affected by the threat of substitute goods.
From bottled water, there are arrays of similar products that compete directly with Nestle. It
is vital for Nestle to continuously find new ways to improve its products as there are large
array of substitute products in the market. In recent years, Nestle has focused on the health
and wellness aspects of its products to maintain its competitive edge in the market.
Bargaining Power of Suppliers
Nestle prides itself on creating and maintaining positive relationships with its
suppliers all over the world. Due to the large purchasing power of Nestle and the fact that the
suppliers of agricultural commodities offer a product that is far from unique, Nestle holds
more bargaining power than its suppliers. Aside from this, Nestle does prefer to create and
preserve long term relationships with its suppliers as this helps to ensure the quality of the
raw materials being purchased. In addition, Nestle also offers useful advice to its suppliers
on how to perform more efficiently to minimize unnecessary costs.
Bargaining Power of Customers
Customers have a large amount of bargaining power regarding their consumption of
Nestle products. As stated previously, there are close substitutes for Nestle products which
allows for the preferences of the customer to be very powerful. Nestle understands the power
of the customer and has taken specific steps to meet the needs of its products consumers.
Specifically, Nestle is incorporating health and wellness into the creation of its products as
society has begun to grown more health conscious.
Competitive Rivalry within the Industry
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Nestle is a powerhouse in the food processing industry but so are Kraft Foods and
Groupe Danone. These companies, among others, are in a constant and continuous battle to
outperform one another. Regarding advertising alone, these companies spend hundreds of
millions of dollars in an attempt to appear more desirable than the other companies. Rivalry is
fierce in the food processing industry and this is a good thing for consumers. As long as
these companies continue striving to one up one other, consumers will continue to enjoy ever
improving product lines.
Recommendations
In the social-economic point of view, the establishment of schools in Côte d’Ivoire
which provide free education would massively help to reduce this issue of child labor.
With free education parents would be keener in educating their children and not
forcing them to work in farms at a young age.
Nestle should try and work with the Côte d’Ivoire government to help tighten rules
against child labor in the country. The influence of a multi-national giant like Nestlé
would surely impact the government to strengthen rules against child labor.
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There are currently small groups of people who are having various issues with Nestlé
due to certain actions taken by Nestlé especially in the bottled water industry. It would
be easier if Nestlé could meet up with these different groups and come to a diplomatic
solution before things escalade to a whole different level. It is important to settle these
issues without delay as Nestlé at the highest level globally has a lot to lose.
The breast milk substitute is an issue that has been discussed for close to 3 decades
now and still no proper solution is brought up by Nestlé. As this issue is now
centralized only on low-income countries, Nestlé could target these countries and
create an action plan. The main issue is that contaminated water is used to make this
breast milk substitute. One recommendation would be to attach a bottle of water with
the breast milk substitutes which are shipped to low-income countries. This would be
a good response to the allegations set forward to Nestlé.
Create more social programs to build awareness about health and wellness. It is
evident that not many social programs are done by Nestlé to promote awareness about
health and wellness.
Move towards more organic products. The focus on organic products is not strong
enough at Nestlé. With the growing trends towards sustainable selection, it is
expected that more sales would be reached by the introduction of more organic
products.
Conclusion
Nestlé as the largest food company in the world has been able to create a valuable
brand image after over a century of operations. It is important for a company as Nestlé to
constantly adapt to the changing environment of its industry. Nestlé sits right on top of the
ladder when it comes to the largest food company in the world. A company as such more
often than not has a lot to lose than to gain and therefore it is important for Nestlé to be alert
to the different changes that are taking place in the industry
The primary goal of this report was to identify the internal and external factors which
influenced Nestlé’s business strategies using appropriate theoretical frameworks and applying
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them into a practical scenario. In simpler sense the report tried to focus directly on the trends
that Nestlé has to look out for in the food and beverage industry, the issues that Nestlé was
facing as a global company and what responses the company took to overcome these issues.
The responses were critically evaluated and were justified if it were the right decisions that
Nestlé took and suggestions were made on what more could have been done.
The food and beverage industry is an ever changing industry that is very profitable if
the right strategic decisions are made during the business operations. There are also pressure
groups that come up at various instances which try to force companies to change their
strategic decisions. In this report, issues as such that Nestlé faced were brought forward and
the solutions for these issues were discussed.
As the distinguished director board of this company I believe that you are satisfied
with my comprehensive analysis of your company. Various recommendations were given
(Refer pg.: 19) that would help Nestlé in the long run. When taking future strategic decisions
it is important for Nestlé to keep in mind the core values, and the core strategic values that
the company is built upon.
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