1、精選優質文檔-傾情為你奉上 雀巢公司英文簡介院系： 經2學院 專業： 1姓名： 1 學號： 專心-專注-專業1. company profileNestel (Nestle) using his own name for the brand name, but its name in the English language is "comfortably settled down" and "side" means. Now, Nestlé coffee has become China's markets and the world

2、's leading brand of instant coffee.the product such as Nescafe 1 +2、Nestle Espresso Coffee 1 +2、Nescafe Ice 1 +2、Nestle coffee, alcohol 100% pure coffee products、Nestle Coffee-Mate、Nestle Gold Coffee and so on. Product performance: the selection of the finest quality coffee beans mainly raw mate

3、rials, through the fine fire baking, add coffee mate and sugar well drinks from the deployment. Mellow flavor, smooth texture, easy to drink, a red can. For the peer market leading position in their living brand, is a typical high-grade coffee, the price is higher. Brand awareness: For many consumer

4、s, Nestle is instant coffee. In the instant coffee market, Nestle is undoubtedly the leading brands and occupied most of the market.The core brand: Nestle coffee (Nescafe) the name of the language in the world, are giving a feeling of uncertainty, strengthen the Nestle coffee can you nervous, tired

5、after the injection of energy, make you feel relaxed moment. 2. Nescafe business history 1866-1905 In the 1860s Henri Nestlé, a pharmacist, developed a food for babies who were unable to breastfeed. His first success was a premature infant who could not tolerate his mother's milk or any of

6、the usual substitutes. People quickly recognized the value of the new product, after Nestlé's new formula saved the child's life, and soon, Farine Lactée Henri Nestlé was being sold in much of Europe. 1905-1918 In 1905 Nestlé merged with the Anglo-Swiss Condensed Milk Com

7、pany. By the early 1900s, the company was operating factories in the United States, Britain, Germany and Spain. World War I created new demand for dairy products in the form of government contracts. By the end of the war, Nestlé's production had more than doubled.1918-1938 After the war Gov

8、ernment contracts dried up and consumers switched back to fresh milk. However, Nestlé's management responded quickly, streamlining operations and reducing debt. The 1920s saw Nestlé's first expansion into new products, with chocolate the Company's second most important activity

9、 1938-1944 Nestlé felt the effects of World War II immediately. Profits dropped from $20 million in 1938 to $6 million in 1939. Factories were established in developing countries, particularly Latin America. Ironically, the war helped with the introduction of the Company's newest product, N

10、escafé, which was a staple drink of the US military. Nestlé's production and sales rose in the wartime economy. 1944-1975 The end of World War II was the beginning of a dynamic phase for Nestlé. Growth accelerated and companies were acquired. In 1947 came the merger with Maggi sea

11、sonings and soups. Crosse & Blackwell followed in 1960, as did Findus (1963), Libby's (1971) and Stouffer's (1973). Diversification came with a shareholding in L'Oréal in 1974.1975-1981 Nestlé's growth in the developing world partially offset a slowdown in the Company&#

12、39;s traditional markets. Nestlé made its second venture outside the food industry by acquiring Alcon Laboratories Inc.1981-1995 Nestlé divested a number of businesses1980 / 1984. In 1984, Nestlé's improved bottom line allowed the Company to launch a new round of acquisitions, the

13、 most important being American food giant Carnation.1996-2002 The first half of the 1990s proved to be favorable for Nestlé: trade barriers crumbled and world markets developed into more or less integrated trading areas. Since 1996 there have been acquisitions including San Pellegrino (1997), S

14、pillers Petfoods (1998) and Ralston Purina (2002). There were two major acquisitions in North America, both in 2002: in July, Nestlé merged its U.S. ice cream business into Dreyer's, and in August, a USD 2.6bn acquisition was announced of Chef America, Inc.2003 + The year 2003 started well

15、with the acquisition of Mövenpick Ice Cream, enhancing Nestlé's position as one of the world market leaders in this product category. In 2006, Jenny Craig and Uncle Toby's were added to the Nestlé portfolio and 2007 saw Novartis Medical Nutrition, Gerber and Henniez join the C

16、ompany. 3. corporate structureFor a long time, companies are set by function departments, according to the management of classified management, formed a pyramid management organizational structure. This kind of organization structure has been more and more not adapt to the requirement of information

17、 society. Module combination marketing from the business department and business department is divided into a number of smaller business department and the headquarters unified management, as a result, the management organization structure is getting the "flat" become "thin", int

18、egrated management status and role is more prominent, the network organization structure form. The hierarchical organization is the basic unit of the traditional at a certain level, the command chain and network organization system is the basic unit of independent business units. The nestle module c

19、ombination marketing, make network organization structure, also make the nestle has the characteristics of the network: one is to use special means of market instead of administrative means to contact between the various business units and the relationship between the corporate headquarters. Network

20、 system structure of market relationship is a kind of based on the capital on the transfer of property rights, mobility and relatively stable commodity business relationship, a full range of market relations. Second, on the basis of network organization structure has formed powerful virtual function

21、s. Each individual in the network system structure of business entity can be a variety of ways to borrow external resources, external resources to combination, creating huge competitive advantage. 4. Core product1, dairy and nutrition. Nestle has one hundred and forty dairy production experience for many years, all over the world more than ninety dairy factory has the world first-class production line. Nestle dairy and nu