View
234
Download
0
Category
Preview:
Citation preview
7/30/2019 Tong Hop Nestle
1/15
Ch nht, ngy 14 thng t nm 2013
Nestl chin lc ton cu
Nestl chin lc ton cu
DN NHP
Nestl l mt trong s nhng cng ty a ti M v quc gia lu i
nht. Cng ty c thnh lp vo nm 1866 ti Thy S bi Heinrich
Nestl, chuyn phn phi thc phm sa, mt loi thc phm dnh cho
tr em lm t sa bt, thc phm nng v ng. T nhng ngy u,
cng ty tm kim c hi pht trin ti cc nc khc, thnh lp vn
phng nc ngoi u tin ti London vo nm 1868. Nm 1905, cng ty
sp nhp vi Anglo Swiss Condensed Milk, qua m rng dng sn
phm bao gm c sa c v sa bt cho tr em. Khng chu b buc
trong quy m nh ca th trng Thy S, Nestl thnh lp nh my chbin sa c v sa bt cho tr em Anh vo cui th k 19 v ti c, Nam
M, chu Phi, v chu vo ba thp ku th k 20.
Nm 1929, Nestl bc vo lnh vc kinh doanh scla khi mua li mt
cng ty sn xut scla ca Thy S. iu ny dn n s pht trin
ca sn phm mang tnh cch mng nht ca Nestl vo nm 1938,
Nescafe, thc ung c ph ha tan u tin trn th gii. Sau Th chin
th hai, Nestl tip tc m rng sang nhng lnh vc kinh doanh thc
phm khc, ch yu thng qua vic mua li cc cng ty khc bao gm
Maggi (1947), Cross & Blackwell (1960), Findus (1962), Libbys (1970),
Stouffers (1973), Carnation (1985), Rowntree (1988), v Perrier (1992).
Cui thp nin 1990, Nestl s hu 500 nh my ti 76 quc gia v sn
phm c bn ti 193 quc gia, hu nh c mt ti khp cc nc trn
7/30/2019 Tong Hop Nestle
2/15
th gii. Nm 1998, doanh thu cng ty t gn 72 t SWF (51 t
USD), trong qu nh Thy S ch gp 1%. Tng t, ch c 3% trong s
210.000 nhn vin lm vic ti Thy S. Nestl l nh sn xut ln nht th
gii v sn phm sa bt cho tr em, sa c, scla, c ph ha tan,
sp, v nc khong. Cng ty ng th hai v cc sn phm kem, ng
cc im tm, v thc phm cho th nui. Doanh s kinh doanh thc
phm ti chu u chim 38%, ti M chim 32%, ti chu Phi v chu
chim 20%.
CHIN LC TNG TRNG CHO TH K 21
Mc cho nhng thnh cng khng th chi ci, vo u thp nin 1990
Nestl i din vi nhng thch thc nghim trng trong vic duy tr t l
tng trng ca cng ty. Nhng th trng to ln Ty u v Bc M bo ha. Ti mt s nc, tc tng dn s chng li ko theo s
st gim nh nhu cu tiu th thc phm. Mi trng bn l ti cc nc
phng Ty cng tr nn thch thc hn, v cn cn quyn lc dch
chuyn t cc nh sn xut thc phm v ung tn tui quy m ln
sang nhng chui ca hng gim gi v siu th trn ton quc. Ngy cng
c nhiu hn cc nh bn l tn dng vic cnh tranh gia nhng nh sn
xut thc phm c thng hiu vi nhau thng lng i gim gi.
c bit chu u, khuynh hng ny gia tng bi vic gii thiu thnh
cng cc sn phm mang nhn hiu ring ca mt s chui siu th hng
u chu u. Kt qu dn n s gia tng cnh tranh v gi ti mt s
phn khc chnh ca th trng thc phm v ung nh ng cc, c
ph, v nc ngt.
Nestl bt u chuyn s ch n cc th trng mi ni ti ng u,
chu v M Latinh v kh nng tng trng. Logic n gin v r rng:
mt s kt hp gia tng trng dn s v tng trng kinh t, i cng vinhng chnh sch kinh t th trng m rng ca chnh ph ti cc nc
ang pht trin, to nn nhng c hi kinh doanh hp dn. Nhiu quc
gia trong s vn cn tng i ngho, nhng nn kinh t ang tng
trng nhanh chng. V d, nu nhng d bo tng trng kinh t hin ti
xy ra th n nm 2010 s c 700 triu ngi Trung Quc v n
7/30/2019 Tong Hop Nestle
3/15
t mc thu nhp tng ng vi mc thu nhp ti Ty Ban Nha vo
gia thp nin 1990. Khi mc thu nhp tng ln th ngi tiu dng ti cc
nc ny s bt u chuyn sang s dng nhng thc phm c thng
hiu, to ra mt c hi th trng ln cho cc cng ty in hnh nh
Nestl.
Nhn chung, chin lc ca cng ty l thm nhp nhng th trng mi ni
t nhng ngy u trc nhng i th cnh tranh, v xy dng mt v tr
vng chc bng vic bn nhng thc phm c bn nhm thu ht s ng
dn chng a phng nh l sa bt cho tr em, sa c, m v u
h. Bc u bng cch thu hp th trng, ch tp trung vo mt s nhn
hiu chin lc, Nestl khng nh cng ty c th n gin ha cuc
sng, gim thiu ri ro v tp trung ngun lc tip th ca mnh v nhngn lc qun l ti mt s th trng ngch trng yu. Mc tiu nhm xy
dng v tr dn u ti mi th trng ngch ny. Nh theo ui chin
lc nh vy, Nestl chim c 80% th phn c ph ha tan ti
Mexico, 66% th phn sa c ti Philippin, v 70% th phn sp ti Chile.
Khi mc thu nhp tng cao, cng ty tch cc chuyn t th trng
ngch sang nhng th trng ln hn bng vic gii thiu nhng sn
phm cao cp hn nh nc khong, scla, bnh quy, v thc phm ch
bin sn.
Mc d cng ty ni ting khp th gii vi mt s nhn hiu quen thuc
nh l Nescafe, cng ty vn s dng cc nhn hiu a phng ti nhiu
th trng. Cng ty s hu 8.500 nhn hiu, nhng ch c 750 trong s
c ng k kinh doanh trn hn mt quc gia v ch c 80 nhn hiu
c ng k kinh doanh trn hn 10 quc gia. Trong khi cng ty s dng
nhng nhn hiu ton cu ging nhau ti hu ht cc quc gia pht trin,
ti cc nc ang pht trin cng ty tp trung n lc ti u ha ccthnh phn v cng ngh ch bin theo nhng iu kin a phng v
sau s dng mt nhn hiu mang m hng a phng. a phng
ha hn l ton cu ha chnh l cha kha chin lc ca cng ty ti cc
th trng mi ni.
IU HNH CHIN LC
7/30/2019 Tong Hop Nestle
4/15
iu hnh thnh cng chin lc ti cc th trng ang pht trin
i hi mt mc linh hot nht nh, mt kh nng thch ng vi
nhng iu kin a phng kh on, v mt tm nhn di hn xy
dng vic kinh doanh n nh trc li nhun ngn hn. V d, ti Nigeria,
h thng ng s xung cp, nhng chic xe ti c k, v tnh trng bo
lc nguy him buc cng ty phi thay i suy ngh v cc phng php
phn phi truyn thng. Thay v xy dng mt kho hng trung tm, rt ph
bin hu ht cc nc, cng ty xy dng mt mng li nhng nh
kho nh khp nc. V l do an ton, nhng xe ti ch hng Nestl ch
c php chy vo ban ngy v thng xuyn c bo v c trang b
v kh h tng. Vic tip th ti Nigeria cng gp khng t thch thc. Vi
rt t c hi cho nhng qung co trn tivi hay bng hiu theo phong cchphng Ty thng thy, cng ty thu nhng ca s trong nc n
nhng th trn v lng qu trnh din cc tit mc kt hp gia gii tr v
trng by sn phm.
Trung Quc l mt v d th v khc v vic thch nghi a phng v tp
trung pht trin di hn. Sau 13 nm thng thuyt, Nestl c chnh
thc mi vo Trung Quc vo nm 1987 bi chnh quyn tnh Hc Long
Giang. Nestl m mt nh my sn xut sa c v sa bt cho tr
em ti vo nm 1990, nhng cng ty nhanh chng nhn ra c s h
tng ng s v xe la a phng khng ph hp v lm hn ch vic
thu gom sa cng nh vn chuyn thnh phm. Thay v thay i c s h
tng a phng, Nestl bt tay vo mt k hoch y tham vng l thnh
lp mng li phn phi ring, vi tn gi nhng i l sa, gia 27
lng qu trong khu vc v cc im thu gom sa ti nh my. Nhng nng
dn thng ch sa bng xe p hoc xe th n trung tm c
cn o v kim tra. Khc vi chnh quyn, Nestl tr tin ti ch cho nginng dn, v iu ny y mnh vic sn xut sa ca nng dn.
Nhiu ngi tu thm con b th hai, lm tng s lng b trong khu
vc t 3.000 ln 9.000 trong vng 18 thng. Nhng nh qun l khu vc
sau t chc mt h thng vn chuyn s dng nhng xe ti gn
nh vn chuyn sa n nh my ca Nestl.
7/30/2019 Tong Hop Nestle
5/15
Mc d trc mt y dng nh l mt gii php rt tn km, nhng
Nestl d tnh n s mang li nhiu li ch v lu di. Chin lc ca
Nestl tng t vi chin lc ca nhiu cng ty chu u v M thc
hin trong sut nhng ln sng cng nghip ha u tin ti cc quc gia
ny. Cc cng ty thng phi u t vo c s h tng, qua thc
y qu trnh sn xut pht trin. Mt khi c s h tng sn sng ti
Trung Quc, Nestl bt u tin hnh vic sn xut. Nm 1990, 316 tn
sa c v sa bt cho tr em c sn xut. Tnh n nm 1994,
sn lng u ra vt qu 10.000 tn, v cng ty quyt nh tng nng
lc sn xut ln gp ba ln. Da trn kinh nghim ny, Nestl quy t nh
xy dng thm hai nh my sa bt khc ti Trung Quc vi mc tiu to
ra 700 triu USD doanh thu vo nm 2000.Nestl ang mo him theo ui mt chin lc di hn tng t ti
Trung ng, khu vc hin c rt t cc cng ty a quc gia chuyn v
thc phm. Th trng Trung ng rt nh, ch chim 2% tng doanh thu
ton cu ca Nestl. Tuy nhin, chin lc di hn ca Nestl da trn gi
nh rng s tranh chp gia cc nc trong khu vc s ngui dn v giao
thng trong khu vc s m rng khi cc ro cn thng mi gia cc
nc dn c g b. Mt khi iu ny xy ra, cc nh my ca Nestl
s tn dng c hiu qu kinh t theo quy m trong khu vc. Thy trc
c s pht trin ny, Nestl cho xy dng mt mng li cc nh
my ti nm quc gia vi hi vng mt ngy khng xa, mi nh my s
cung cp nhng sn phm khc nhau cho ton khu vc. Cng ty hi n
ang sn xut kem ti Dubai, sp v ng cc ti Rp X t, sa chua
v nc hm ti Ai Cp, scla ti Th Nh K, tng c v m n lin ti
Syria. Cn hin ti, Nestl duy tr hot ng ti cc th trng ny nh tn
dng ngun nguyn liu a phng v tp trung p ng nhu cu aphng. V d, nh my ti Syria ph thuc vo cc sn phm s dng c
chua, mt nng sn ch yu ca nc ny. Syria cng trng nhiu la
mch, nguyn liu chnh sn xut m n lin. D cho cc ro cn
thng mi khng sm c d b, Nestl vn s duy tr cam kt ca n
vi khu vc. Mc d th trng nh, nhng nh bit tn dng u vo sn
7/30/2019 Tong Hop Nestle
6/15
c ti a phng v tp trung p ng nhu cu ngi tiu dng a
phng, cng ty gt hi khng t li nhun khu vc ny.
Mc d Nestl thnh cng ti Trung Quc v mt s nc Trung ng,
nhng khng phi bc tin no ca cng ty cng hiu qu. Ging nhmt s cng ty phng Ty khc, Nestl cng gp phi nhng vn ti
Nht Bn, in hnh l tht bi trong vic tung ra th trng nhn hiu c
ph, v vy lt c hi th trng bo b ny vo tay mt cng ty
phng Ty khc l Coca-Cola. Trong nhiu nm, thng hiu c ph ha
tan ca Nestl l sn phm dn u ti Nht Bn. Trong thp nin 1960,
loi c ph lnh ng lon (c th mua t nhng my bn nc t ng)
bt u ph bin ti Nht Bn. Nestl cho rng loi thc ung ny ch
mang hng v c ph ch khng m nh c ph tht nn bqua. Mt i tc a phng ca Nestl thi im , Kirin Beer, rt
ni gin v vic Nestl t chi tham gia th trng c ph lon, v vy
chm dt vic hp tc kinh doanh vi cng ty. Ngc li, Coca-Cola tham
gia th trng vi Georgia, mt sn phm c u t pht trin ring bit
cho phn khc ny ti Nht Bn. Nh tn dng cc knh phn phi sn c
ca n, Coca-Cola chim c 40% th phn c ph lon tr gi 4 t
USD/nm ti Nht Bn. n thp nin 1980, Nestl mi chu tham gia th
trng, v ch chim c 4% th phn.
Trong khi Nestl xy dng vic kinh doanh t nhng vin gch u tin ti
nhiu th trng mi ni nh Nigeria v Trung Quc, th nhng ni khc
cng ty s tin hnh mua li nhng cng ty a phng ph hp. Cng
ty theo ui chin lc ny khi thm nhp vo Ba Lan nm 1994 bng
vic mua li Goplana, nh sn xut scla ln th hai t i nc ny. Vi s
sp ca ch ngha cng sn v vic m ca th trng ca Ba Lan,
mc thu nhp bt u tng ln qua nhu cu tiu th scla cng phttrin. tng l mt sn phm t thng dng, th trng t mc tng
trng 8%/nm trong sut thp nin 1990. Nestl nm bt c hi
ny lm mt cuc bt ph. Cng ty b nhim ngi a phng vo
cc v tr qun l cao cp v cn thn iu chnh dng sn phm Goplana
ph hp hn vi nhu cu a phng. Cng lc ny, Nestl tung tin
7/30/2019 Tong Hop Nestle
7/15
cho vic tip th sn phm Goplana nhm tranh ginh th phn vi mt s
nh sn xut scla khc ti y. Cuc cnh tranh xy ra kh quyt lit.
Tm cng ty, bao gm mt s cng ty nc ngoi, in hnh l PepsiCo,
ang dn u th trng vi sn phm Wedel, tin hnh gim gi v
h thp li nhun bin nhm tranh ginh th phn d cho sn lng kinh
doanh ca cng ty ang tng trng mnh.
CU TRC QUN L
Nestl c qun l theo kiu phn quyn, cc chi nhnh ti a phng
t chu trch nhim v hot ng ca mnh, t quyt nh v chin lc
gi, phn phi, tip th, nhn s Cng lc ny, cng ty thnh lp by n
v kinh doanh chin lc ton cu (SBU) chu trch nhim pht trin kinh
doanh v a ra cc quyt nh chin lc cp cao. V d, mt n v kinhdoanh chin lc tp trung pht trin sn phm c ph v nc gii kht.
Mt n v khc tp trung pht trin sn phm bnh ko v kem. Nhng
SBU ny tun th s pht trin chin lc chung, bao gm chin lc
thm nhp th trng v mua li. Trong nhng nm gn y, 2/3 vic
tng trng ca Nestl nh vo vic mua li cc cng ty, v vy y l mt
chc nng rt quan trng. Song song vi cu trc ny l vic qun l theo
khu vc, th trng th gii c chia lm nm khu vc a l chng hn
chu u, Bc M v chu . Cc khu vc h tr cho qu trnh pht trin
chin lc chung v chu trch nhim pht trin nhng chin lc ti khu
vc (v d nh trng hp chin lc ca Nestl ti Trung ng c nu
phn trc). Tuy nhin, cc nh qun l SBU v khu vc khng can
thip vo cc quyt nh chin lc hay hot ng ti a phng ngoi
tr nhng trng hp c bit.
Mc d, phn ng cc nh qun l ca Nestl l ngi a phng, cng
ty vn xy dng i ng cc nhn vin cng tc nc ngoi nhm gn ktcc hot ng ton cu a dng ca mnh. i ng ny bao gm khong
700 nh qun l tng nhiu ln cng tc nc ngoi. H c la
chn ch yu da trn nng lc, ng lc, sn sng sng mt cuc sng
phi di chuyn thng xuyn, nhng ngi tng lm vic ti na t
quc gia trong sut s nghip ca mnh. Nestl cn p dng nhng
7/30/2019 Tong Hop Nestle
8/15
chng trnh pht trin qun l nh mt cng c chin lc nhm hnh
thnh mt tinh thn kht khao chin thng gia cc nh qun l. Ti Rive-
Reine, trung tm o to quc t ca cng ty ti Thy S, cng ty tp
hp cc nh qun l trn khp th gii, thuc cc cp khc nhau, tham gianhng chng trnh pht trin c bit ko di 2-3 tun. Mc tiu ca cc
chng trnh ny l nhm to iu kin cho cc nh qun l thu hiu su
sc hn v chin lc v vn ha ca Nestl, qua tip cn c hi
pht trin thnh cc nh qun l cp cao.
Hot ng nghin cu v pht trin lun c quan tm c bit ti
Nestl, iu ny khng c g l vi mt cng ty c thnh lp
thng mi ha cc kt qu nghin cu i mi thc phm. B phn R&D
bao gm 18 nhm khc nhau hot ng ti 11 quc gia trn ton th giivi 3.100 nhn vin. Nestl u t xp x 1% doanh thu hng nm cho
hot ng R&D. Khong 70% ngn sch ca R&D c chi cho vic
nghin cu c bn, tp trung vo pht trin sn phm, p ng nhu cu
th trng da trn nhng xut ca cc SBU cng nh ca cc nh
qun l khu vc v a phng. V d, sn phm m n lin ca Nestl
c b phn R&D pht trin theo xut ca cc cng ty thuc khu vc
chu . Cng ty cng c cc d n pht trin di hn tp trung vo vic
pht trin cc cng ngh nn mi nh ngun cht m phi ng vt hay
nhng sn phm cng ngh sinh hc nng nghip.
Mi ngi hiu rng thc phm l mt ngun dinh dng v s hi lng,nhng cng nim vui, sc khe, hnh phc v an tm. H ang ngy cngnhn thc c rng thc phm v ung la chn ca h c th nhhng n cht lng cuc sng v nh hng n cuc sng canhng ngi khc.
i mi c trung tm ca cng ty chng ti t lc ban u. K t
khi Henri Nestl pht minh Farine Lacte gim bt t l t vong trs sinh, chng ti c dnh ring nng cao i sng nhn dn.
Mi ngy chng ti c gng lm cho sn phm ca chng ti ngon hnv khe mnh hn s la chn c th tr gip chm sc ngi tiu dngcho bn thn v gia nh ca h. iu ny s khng th thc hin c
7/30/2019 Tong Hop Nestle
9/15
m khng cha tng c ca chng ti R & Dkh nng, khoa hc dinhdng v nim am m cho cht lng trong tt c mi th chng ti lm.
Chng ti c ln nht mng R & D ca bt k cng ty thc phm trn thgii, vi 34 c s R & D (trung tm 3 Khoa hc & Nghin cu v 31 Trung
tm Cng ngh sn phm v R & D trung tm trn ton th gii), v hn5.000 ngi tham gia vo R & D.
ng sau mi mt trong nhng sn phm ca Nestl c mt i ng ccnh khoa hc, k s, chuyn gia dinh dng, cc nh thit k, cc chuyngia php l v i din chm sc khch hng chuyn dng kim cngi tiu dng ca chng ti tin tng vi cc sn phm an ton chtlng cao nht: ti Nestl, an ton v cht lng l khng th thnglng .
Cho d l trong iu kin thun tin, sc khe hay gii tr, chng ti c
th v cam kt to ra sn phm ng tin cy, h thng v dch v gpphn nng cao cht lng cuc sng ca ngi tiu dng.
Tm nhn ca chng ti Tin tc v R & D Mng li ton cu ca chng tio Th nghim lm sng
Tnh bn vng v mi trng Dinh dng Hng v Cng ngh Cht lng v an ton Bn ang y: Qu hng > R & D > Mng li ton cu ca chng ti
http://www.nestle.com/info/sendpage?Ctx=http://www.nestle.com%2frandd%2fglobalnetwork
javascript:window.print();
http://www.nestle.com/randd/globalnetworkhttp://www.nestle.com/randd/ourvisionhttp://www.nestle.com/randd/ourvisionhttp://www.nestle.com/randd/newshttp://www.nestle.com/randd/globalnetworkhttp://www.nestle.com/randd/globalnetworkhttp://www.nestle.com/randd/globalnetwork/clinical-trialshttp://www.nestle.com/randd/environmental-sustainabilityhttp://www.nestle.com/randd/nutritionhttp://www.nestle.com/randd/tastehttp://www.nestle.com/randd/tastehttp://www.nestle.com/randd/technologieshttp://www.nestle.com/randd/quality-safetyhttp://www.nestle.com/http://www.nestle.com/randdhttp://www.nestle.com/info/sendpage?Ctx=http://www.nestle.com%2Frandd%2Fglobalnetworkhttp://www.nestle.com/info/sendpage?Ctx=http://www.nestle.com%2Frandd%2Fglobalnetworkhttp://www.nestle.com/randd/ourvisionhttp://www.nestle.com/randd/newshttp://www.nestle.com/randd/globalnetworkhttp://www.nestle.com/randd/globalnetwork/clinical-trialshttp://www.nestle.com/randd/environmental-sustainabilityhttp://www.nestle.com/randd/nutritionhttp://www.nestle.com/randd/tastehttp://www.nestle.com/randd/technologieshttp://www.nestle.com/randd/quality-safetyhttp://www.nestle.com/http://www.nestle.com/randdhttp://www.nestle.com/info/sendpage?Ctx=http://www.nestle.com%2Frandd%2Fglobalnetworkhttp://www.nestle.com/info/sendpage?Ctx=http://www.nestle.com%2Frandd%2Fglobalnetworkhttp://www.nestle.com/randd/globalnetwork7/30/2019 Tong Hop Nestle
10/15
Mng li ton cu ca chng ti
Chng ti c thc phm ln nht th gii v t chc nghin cu dinhdng, vi khong 5000 ngi tham gia vo R & D , cng nh cc qucng ty lin doanh v hp tc nghin cu vi cc i tc kinh doanh vcc trng i hc.
Nghin cu c bn trong nh ca chng ti din ra trong bn trung tm:
Nestl Vin Khoa hc Y t v cung cp dch nghin cu y sinh vo c
nhn da trn khoa hc dinh dng. Trung tm Nghin cu Nestl cung cp cc kin thc khoa hc v c s
nghin cu i mi sn phm v i mi. n v pht trin lm sng cung cp chuyn mn y t v qun l th
nghim lm sng cho cc cng ty trn ton th gii. R & D Du lch cung cp chuyn gia khoa hc trong khoa hc thc vt.
Pht trin sn phm c quyn ca cng ngh cao din ra trong 34 snphm trung tm cng ngh ca chng ti v R & D trung tm trn ton thgii:
Trung tm Cng ngh sn phm cung cp mt khi lng quan trng vchuyn mn k thut v kin thc sn phm, cho mt hoc nhiu danhmc kinh doanh ca Nestl.
R & D trung tm c c mt vai tr ton cu v vai tr a phng hnbng cch p ng nhu cu ca khu vc hay cung cp cc b quyttrong lnh vc c th ca chuyn mn k thut, chng hn nh h thngcng ngh v khoa hc sc khe.
Hng v
http://www.nestleinstitutehealthsciences.com/http://www.research.nestle.com/http://www.nestleinstitutehealthsciences.com/http://www.research.nestle.com/7/30/2019 Tong Hop Nestle
11/15
TASTE PANEL:Ngi tiu dng so snh hng v ca sn phm khc nhau dinh n c bit khng b nh hng bi s xut hin hay mu sc ca sn
phm.
l mc tiu ca chng ti mang li cho ngi tiu dng nim vui v tinli bng cch tm hiu nhu cu v s thch duy nht ca h. Nim vui c c
hng ngun gc t thc phm trc, trong v sau khi n. iu ny bao gmnhng nim vui ca s mong i, cng nh tm nhn, kt cu, hng v, mithm v cm gic hi lng sau khi n.Chng ti nghin cu cc tng tc vingi tiu dng v thc phm xung quanh t mi gc , t nhng g thc ys la chn thc phm trong siu th, n cc kha cnh x hi ca vic n ung,vi nhn thc thng qua nm gic quan.
S thch ca a phng nh hng v rt khc nhau trn ton th gii v rt quantrng chng ti hiu. i vi mt s doanh nghip ca chng ti, thng hiua phng l quan trng hn thng hiu ton cu. 70% doanh nghip s c la
ca chng ti n t cc thng hiu a phng, v d.Tuy nhin, qun l nhiu th trng theo nh hng c nhn R & D d n lkh khn, v vy chng ti s dng nn tng cng ngh c th c trin khai vp dng ti a phng theo yu cu. V vy, ngoi vic chng ti 32 R & D vTrung tm Cng ngh sn phm trn ton th gii, chng ti cng c hn 300
Nhm ng dng. Cc nhm sn phm c ng dng c pht trin bi cc R &D v Trung tm Cng ngh sn phm v thch ng cho ph hp vi s thch ca thtrng a phng.
S thch hng v
Chng ti bit rng mt s ngi tiu dng lo ngi rng thc phm ch bin, cbit l nhng ngi tng i cao trong ng, mui v / hoc cht bo, c thgy ra hnh vi gy nghin ging nh. Do , ngi tiu dng i khi lng lo nichuyn v vic b "nghin" n thc phm nh s c la hoc kem. Thut ng"nghin" cng c s dng mt cch lng lo m t cc hnh vi khc m
http://www.nestle.com/randd/globalnetworkhttp://www.nestle.com/randd/globalnetworkhttp://www.nestle.com/randd/globalnetworkhttp://www.nestle.com/randd/globalnetwork7/30/2019 Tong Hop Nestle
12/15
ngi tiu dng thng thc v / hoc u t thi gian - chng hn nh xemtruyn hnh, hoc dnh nhiu thi gian trong cng vic.
Chng ti khng bit v bt k kt lun khoa hc chng minh rng vic tiuth ng, mui hoc cht bo gy ra phn ng hnh vi bt thng hoc thn kinh
trong dn s ni chung. Tuy nhin, chng ti tin rng nghin cu su hn vn cncn thit hiu c sinh hc ng sau s mt kim sot lng thc n vchng ti ang gi ngang nhau ca nhng pht hin khoa hc trong lnh vc ny.
Chin lc - Nestl L trnh Good Food, Good Life
Mc tiu ca Nestl s c cng nhn l nh lnh o th gii trong dinh
dng, y t v sc khe, ng tin cy ca tt c cc bn lin quan, v ltham chiu cho hot ng ti chnh trong ngnh cng nghip can. Chng ti tin rng lnh o khng phi l ch l v kch thc mcn l v hnh vi . Tin tng, cng l v hnh vi, v chng ti nhn ra rngnim tin ch kim c trong thi gian di ca thi gian bng cch luncung cp trn li ha ca chng ti. Nhng mc tiu v hnh vi ny cgi gn trong cm t n gin, "Good Food, Good Life", mt cm t mtm tt tham vng ca cng ty. Cc Nestl L trnh (pdf, 58 Kb)
http://www.nestle.com/asset-library/documents/about_us/nestle-roadmap.pdfcthit k to ra s lin kt cho ngi dn ca chng ti sau mt tp gnkt nhng u tin chin lc nhm thc y vic t c cc mc tiuca chng ti. Nhng mc tiu ny i hi t nhng ngi ca chng timt s pha trn cm hng di hn cn thit xy dng cho nhng hnh
http://www.nestle.com/asset-library/documents/about_us/nestle-roadmap.pdfhttp://www.nestle.com/asset-library/documents/about_us/nestle-roadmap.pdfhttp://www.nestle.com/asset-library/documents/about_us/nestle-roadmap.pdfhttp://www.nestle.com/asset-library/documents/about_us/nestle-roadmap.pdf7/30/2019 Tong Hop Nestle
13/15
ng kinh doanh trong tng lai v ngn hn, cung cp mc cn thitv hiu sut. Xem mt phim hot hnh ngn lm ni bt hot ng cacng ty trong nm qua v phc tho nhng tham vng ca Nestl chotng lai: Nestl 2012 trong 3 pht
http://www.nestle.com/aboutus/strategy
Li th cnh tranh
Sn phm chatng c v danhmc u tthng hiu
Cha tng c kh
nng R & D S hin din al cha tng c
Ngi, vn ha,cc gi tr v thi
Li th cnh tranh thc s n t s kt hpgia u im kh khn sao chp ton bchui gi tr, c xy dng qua nhiu thpk.
C nhng lin kt vn c gia sn phm tuytvi v mnh R & D, gia s hin din a lrng ln v tinh thn doanh nghip, giangi ln v gi tr mnh m.
ng lc tng trng
Dinh dng, y tv sc khe
Th trng mi niv Ph binSn phm V tr
Out-of-nh Premiumisation
Bn lnh vc cung cp cho khch hng timnng c bit th v cho s tngtrng. Chng c p dng trn tt c ccmc ca chng ti v trn th gii. Tt c mith chng ti lm l do dinh dng, y t vsc khe chng trnh ngh s ca chng ti,Good Food, Good Life, m tm cch a racc sn phm tiu dng vi thng tin dinhdng tt nht trong chng loi
Tr ct hot ng
i mi v i mi Bt c ni no, bt c khi no,
tuy nhin S tham gia ca ngi tiu
dng Hiu qu hot ng
Nestl phi vt tri ti minng lc bn li lin quan nnhau. H thc y pht trin sn
phm, i mi, cht lng, hiuqu hot ng, mi quan htng tc vi ngi tiu dng vcc bn lin quan khc v phn
http://www.nestle.com/aboutus/strategyhttp://www.nestle.com/aboutus/strategyhttp://www.nestle.com/aboutus/strategyhttp://www.nestle.com/aboutus/strategy7/30/2019 Tong Hop Nestle
14/15
bit vi cc i th cnh tranhca chng ti. Nu chng ta nitri trong cc lnh vc ny chngti s c ngi tiu dng lm
trung tm, chng ti s y nhanhtin thc hin ca chng titrong tt c cc lnh vc quantrng v chng ti s t c sxut sc trong thc hin.
Chng ti ang tm kim t c lnh o v kim c s tintng rng bng cch p ng s mong i ca ngi tiu dng, c sla chn hng ngy li xe hiu sut ca chng ti, ca cc c ng, cacc cng ng ni chng ti hot ng v ca x hi ni chung.Chng titin rng n ch c th to ra gi tr bn vng lu di cho cc c ng cachng ti nu hnh vi, chin lc v cc hot ng ca chng ti cng tora gi tr cho cng ng ni chng ti hot ng, cc i tc kinh doanhca chng ti v, tt nhin, cho ngi tiu dng ca chng ti. Chng tigi y l " To ra gi tr chung ". Chng ti ang u t cho tng lai m bo tnh bn vng ti chnh v mi trng ca cc hnh ng vcc hot ng ca chng ti: nng lc, cng ngh, trong kh nng,trong con ngi, trong cc nhn hiu, trong R & D. Mc ch ca chngti l p ng nhu cu hin ti m khng nh hng kh nng ca
cc th h tng lai p ng nhu cu ca h, v lm nh vy trongmt cch m s m bo nm tng trng li nhun sau nm v mt mc cao ca li nhun cho cc c ng v x hi chng ta ni chung trongdi hn.
Qun l
http://www.nestle.com/csv/homepagehttp://www.nestle.com/csv/homepage7/30/2019 Tong Hop Nestle
15/15
NESTL LNH O: Peter Brabeck-
Letmathe, tri, Ch tch Nestl v Paul Bulcke, Nestl Gim c iu hnh(CEO).
Nestl c mt Hi ng qun tr, ng u l Ch tch ca chng ti PeterBrabeck-Letmathe, tng l Gim c iu hnh Nestl c. C 14 thnh vin caHi ng qun tr. Chi tit y ca tng thnh vin v cc y ban rng hhot ng trong vng c th c tm thy trong chng ti Hi ng quntrphn.
Qun l ngy-to-ngy ca doanh nghip Nestl c chm sc bi Ban iuhnh ca chng ti. 13 c ch nh thnh vin Ban qun l cc b phn khcnhau ca doanh nghip ton cu. S yu l lch y ca mi thnh vin c thc tm thy trong Ban chp hnhphn. Bn cng c th ti v S t chc(Cp nht 2013) (pdf, 56 Kb)
Cc Tp on Nestl c qun l bi khu vc a l (vng Chu u, Chu Mv Chu / Chu i Dng / Chu Phi) cho hu ht cc doanh nghip thc
phm v ung, vi cc trng hp ngoi l ca cc doanh nghip ca chng tiqun l ton cu, trong bao gm Nestl Waters, Nestl dinh dng, pha c
ph Nespresso, Nestl v chuyn nghip Khoa hc Y t Nestl. Chng ti cng ccc lin doanh nh i tc ng cc trn ton th gii v cc i tc nc gii khttrn ton th gii.
http://www.nestle.com/aboutus/management/boardofdirectorshttp://www.nestle.com/aboutus/management/boardofdirectorshttp://www.nestle.com/aboutus/management/executivecommitteehttp://www.nestle.com/asset-library/documents/library/documents/about_us/ebm-may-2013.pdfhttp://www.nestle.com/asset-library/documents/library/documents/about_us/ebm-may-2013.pdfhttp://www.nestle.com/aboutus/management/boardofdirectorshttp://www.nestle.com/aboutus/management/boardofdirectorshttp://www.nestle.com/aboutus/management/executivecommitteehttp://www.nestle.com/asset-library/documents/library/documents/about_us/ebm-may-2013.pdfhttp://www.nestle.com/asset-library/documents/library/documents/about_us/ebm-may-2013.pdfRecommended