雀巢公司市场行为分析（Nestle Company Market Behavior Analysis）.docVIP

下载本文档

10
0
约1.27万字
约 10页
2017-08-15 发布于河南
举报
版权申诉

雀巢公司市场行为分析（Nestle Company Market Behavior Analysis）.doc

1、原创力文档（book118）网站文档一经付费（服务费），不意味着购买了该文档的版权，仅供个人/单位学习、研究之用，不得用于商业用途，未经授权，严禁复制、发行、汇编、翻译或者网络传播等，侵权必究。。
2、本站所有内容均由合作方或网友上传，本站不对文档的完整性、权威性及其观点立场正确性做任何保证或承诺！文档内容仅供研究参考，付费前请自行鉴别。如您付费，意味着您自己接受本站规则且自行承担风险，本站不退款、不进行额外附加服务；查看《如何避免下载的几个坑》。如果您已付费下载过本站文档，您可以点击这里二次下载。
3、如文档侵犯商业秘密、侵犯著作权、侵犯人身权等，请点击“版权申诉”（推荐），也可以打举报电话：400-050-0827(电话支持时间：9:00-18:30)。
4、该文档为VIP文档，如果想要下载，成为VIP会员后，下载免费。
5、成为VIP后，下载本文档将扣除1次下载权益。下载后，不支持退款、换文档。如有疑问请联系我们。
6、成为VIP后，您将拥有八大权益，权益包括：VIP文档下载权益、阅读免打扰、文档格式转换、高级专利检索、专属身份标志、高级客服、多端互通、版权登记。
7、VIP文档为合作方或网友上传，每下载1次，网站将根据用户上传文档的质量评分、类型等，对文档贡献者给予高额补贴、流量扶持。如果你也想贡献VIP文档。上传文档

雀巢公司市场行为分析（Nestle Company Market Behavior Analysis）

雀巢公司市场行为分析（Nestle Company Market Behavior Analysis） Nestle Company Market Behavior Analysis case The supply of instant coffee in Britain is under control by Nestle. In 1990, the companys Nescafe products accounted for 47% of the total retail sales in the industry, accounting for 56% of sales. In twentieth Century 60, 70s, the companys market share was influenced by other brand impact, especially the general food company (General Food) Maxwell (Maxwell House) and Brooke Bond (Brooke Bond) Hongshan (Red Mountain), as well as many retailers own brand products. In the late 1970s, Nestles market share fell below 40%, but it regained its original market position through flexible sales promotion and the introduction of new products. In contrast to other brands, Nestle has focused its competition on cheap label retailers own label products, which have dropped from 33% in 1909 to 25%. And sales accounted for only 15% in 1990. The following table shows the market share of the UKs instant coffee supply in 1990, as well as the market share of the major brands. Instant coffee can be supplied either as a producer or as a retailers own label. Nestle products are fully supplied by producers brands. Market share of suppliers and major brands, UK coffee market (1990) brand Sales volume Sales volume Nestle currency Brooke Bond Other brands Own label Whether or not to enter the market depends on how you approach it. Enter the market by building a green line of instant coffee. An investment of about 30 million - 50 million pounds is needed. A steaming dry coffee line needs 35 million -6000 pounds. For a condensed coffee production line, if the production line is installed on the existing food production equipment, it will reduce the amount of investment. These amounts are not a problem for a big, rich company. The minimum efficiency scale for the steaming dry line could achieve 5000 tonnes a year, about 10% of the UK market, Nestle said. Another way to enter the market is to import fini