[영어-영문레포트] 네슬레(Nestlé/Nestle)의 글로벌화 과정, 마케팅,현지화전략

소개글

[영어-영문레포트] 네슬레(Nestlé/Nestle)의 글로벌화 과정, 마케팅,현지화전략에 대한 보고서 자료입니다.

목차

1. Preface
2. Executive Summary
3. Introduction
4. Management structure
5. Aligned with Overall Strategic Posture
6. Nestle’s Philosophy
7. Ten Principles of Business Operations
8. Nestle in CHINA
9. Conclusion

본문내용

Executive Summary



Nestle is operated in 70 countries, with 23 million employer in 500 factories. The annual turnover is around $50 billion. 98% of the revenue is obtained from abroad.

Nestle was founded in Swiss first. Nestle eyes turned out early due to the small domestic market. As a result of constant effort, they achieved lots of thing. The history of the company is over 140 years, it was conducted of many mergers Nestle history begins back in 1866, when the first European condensed milk factory was opened in Cham, Switzerland, by the Anglo-Swiss Condensed Milk Company. After 1905, they operated factory in US, UK, Germany, Spain. Also, they expanded the industry into chocolate sector and set up a subsidiary company in Singapore, Hong Kong, India for targeting Asia market. Demand of dairy products increased due to world war. They could last contract with government. After 1918 income of chocolate industry was raised sharply and finally they succeed research of developing a coffee ‘Nescafe’ which can be melted in water.

After the world warII, they launched various of product up to demand of consumers and merged with the other company rapidly. New Chief Helmut Maucher with Nestle in the 1980s for the development of new flexibility and have confidence to approach the situation. During this period of the company's strategy was to continue promoting as a strategic number of policies to improve the fiscal situation in two ways, through the adjustment of the internal Thus 1980-1984, the non-strategic companies or unprofitable business was removed. Nestle's net profit was improved in 1984, the company began a new phase. Acquisitions made in 1985, at that time, was one of the biggest days in the history of the food industry.

키워드

NESTLE,   네슬레,   현지화,   영문,   현지화전략,   globalization,   marketing,   네슬레 현지화전략