MKT10008 Marketing Report And Oral Presentation - Assignment Solution

Introduction 

The report will focus on the various aspects of a marketing strategy and how it can be successfully incorporated in a given market. Keeping in consideration both the macro and micro environment, a brand needs to identify key factors that would contribute towards a proficient marketing strategy. Robertson (2017) exclaims in his article that Kit Kat was introduced by Rowntree company in the early 1930’s which was later acquired by Nestle in 1988; Kit Kat is amongst Australia’s favorite chocolate brands from Nestle’s product range. Being present in over more than 21 countries, involving both the first world countries and the developing nations in the Asian markets, it has gained significant recognition since the time it was introduced. In other recent highlights, Australia was the second country that was chosen to open up Kit Kat’s Chocolatory which has been a fan favorite and attracted tourism as well as the only other country it had been introduced in was in Japan. 

The report would focus on the Company and Brands analysis being compared to its competitors in the given market. A comprehensive environmental analysis will indicate its current positioning and how well it can be positioned further in the market highlighting its opportunities threats and what strengths it has to enhance its stability further.

Part A: Company, Brand and Competitor Analysis

Company Analysis 

A food and beverage company with a diverse set of portfolio of brands that it has acquired and further established over the years, Nestle is a Swiss company, having its operations spread over the globe. Being the largest company in the world, Nestle has managed to tap various markets with its products ranging from food items involving breakfast items which include cereals, bars, and dairy products including ice cream, chocolates and even a range of nutritious pet food. Furthermore, they’ve also catered towards significant products and included them in a range of brands such as Nestea for tea related products, Nescafe involving a variety of coffee products and several other consumer brands (Ramesh, 2018).

Mook and Overdevest, (2018) mentioned in their book that in the past Nestle has been in the news for child labor in its workforce along with similar unethical practices, it has been judged on its quality in the food industry and even the production processes in third world countries but their global presence combined with their ability to do proficient research and development has led them to where they are now. Its diverse set of products consisted in different Brand and its variations has allowed it to have a strong global recognition. Mook and Overdevest, (2018) further described that consumers and potential customers resonate with the products as they utilize it in their everyday lives and made it a part of their routine. One area where they’ve also benefitted consist of readymade products, keeping in consideration the coffee and tea markets worldwide.    

Most of its revenue comes from having a world class research and development set up combined with its geographical expansion in the market which has permitted and endorsed them as a Company having a competitive edge over its rivals (Hu, 2017). Their efforts for corporate social responsibility are commendable. From using packaging material that’s easily recyclable to aiming towards better sustainability through community initiatives to build a better society, Nestle has always been showcased as a Company that cares and proves it through its efforts and creativity (Hu, 2017).