Le cas Nestlé Waters: entrer sur le marché indien de l'eau en bouteille

Étude de cas Marketing & marques Marketing international

Date de publication :

28/03/2008

Langue :

Anglais

Format :

.doc

Nombre de pages :

10 pages

Niveau :

avancé

Consulté :

2 fois

Avis client :

non évalué

Validé par :

le comité Oboulo.com

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Sommaire :

Sommaire

Internal scanning
1. The leadership of Nestlé Water
2. Nestlé in India
External scanning
1. Micro-environment analysis
2. Macro-environment analysis
Market entry strategies
1. The export based method
2. The wholly owned subsidiaries method (or green-field)
3. Merger-acquisition methods

Résumé :

In order to extend, faced with a saturated market, companies have to internationalize themselves. Internationalisation occurs when a firm expands its R&D, production, selling and other business activities into international market. It is a very expensive process which needs to consider many factors to build a strong strategy. Several strategies exist for internationalisation. Companies have to consider many internal and external factors to enter a market, adapt their product to the country targeted and avoid many entry barriers.

nestlé Company seems to be a good firm for internationalisation, because it is a multinational enterprise, which has the critical size to internationalize, a lot of available ressources, an international experience and a wide products range. We choose nestlé waters because bottled water industry is a really growing market based on the healthy trend. The Swiss company is not yet present in the Indian bottled water that is why we decided to target the Indian market.

First, we will present the nestlé waters company by an internal scanning of the firm. In part two, we will analyse the environment in India in order to define opportunities and threats of this emerging market. And in the last part we will consider and evaluate three market entry options, to define the strategy to follow.