International managerial decision making : nestlé. (anglais) )
Introduction :
Nestlé S.A. Is a Swiss multinational company, the world's leading Nutrition, Health and Wellness company with sales of over $103billion (2008). Its produces a wide range of foods and beverages, and owns a lot of brands such as Nescafe, Kit-Kat. Nestlé was founded in 1866 by the pharmacist Henri Nestlé who in the beginning invented milk powder to feed babies. Chocolate, confectionery, water, instant beverages, fresh dairy products were added to the activities of Nestlé as it kept growing, in Switzerland as well as abroad. The company wants to be a leading innovator in the field in Europe, its main competitors are Unilever, Kraft Foods, Cadbury Schweppes and Danone. Its headquarters are located in Vevey, Switzerland, and its turnover in 2005 makes it the 53rd largest in the world's largest companies. Nestle is traded on the SWX Swiss Exchange.
Nestlé's logo is a nest occupied by three, now two (to remain representative of the average family) birds fed by an adult. The origin of the logo comes from the surname of the founder Henry Nestlé.
In 2005 the group had 487 sites in 84 countries and represented about 2% of worldwide turnover of the food industry. It is the largest company in this sector in the world, with nearly 60 billion dollars in sales. However, the figures are worse for the European market because of the hard discounters (Lidl, Ed, Leader Price, Aldi ...) and retail brands such as Tesco, Carrefour, Asda, …
Nestlé has a wide range of products across a number of markets including coffee, bottled water, other beverages, chocolate, ice cream, infant foods, performance and healthcare nutrition, seasonings, frozen and refrigerated foods, confectionery and pet food.
The company encourages a constant product portfolio diversification and expansion through two aims, innovation and renovation. Which means that the company is incessantly reactive to the needs and requirements of its