Tong Hop Nestle

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


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


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


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.


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


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


7/15

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


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


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

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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
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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/globalnetwork


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.pdf


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/strategy


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/homepage


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.pdf

Documents

Tong Hop Nestle