1.1 About Nestle
1.2 Nestle Korea
2. External analysis
2.1 General Environment of the coffee market
2.2 Industry analysis : Porter's 5 forces
3. Internal analysis
3.1 Core Competency of Nestle
4.1 Market-Product Matrix
4.1.5 Fifth strategy
1.1 About Nestle
Nestle was founded by Henri Nestle in Swiss, 1866. Henri Nestle was pharmacist. He developed well nutritional powdered milk, and named it ‘Farine Lactee Henri Nestle’. It was sold in all of the Europe and made a great success. It was very beginning of the Nestle. In 1905, Nestle faced an important turn. Nestle merged with Anglo-Swiss, one of the vigorous competitor. Since 1905, Nestle expanded into worldwide. The World WarⅠand world war Ⅱ was a great opportunity to Nestle. The demand of milk product had increased rapidly during the war, and Nestle had expanded its facility aggressively. When the World WarⅠended, production quantity was doubled from 1914. In 1938, Nestle developed ‘Nes cafe’, and it made a great success during the world war Ⅱ.
Since then, Nestle pursued a multinational firm, and have expanded steadily its business to the all of the world. Today, they have more than 500 manufacturing facilities in the more than 70 nations.
서한석, 「커피의 관능 및 감성평가 방법의 개발과 세분화된 소비자의 커피 선호 유형 분석」, 서울대학교 대학원, 2006.
『식품유통연감』, 식품저널편집부, 식품저널 285-292, 2006
Food And Agriculture Organization Of The United Nations (www.food.org)
New York Times (www.nytimes.com)
Chosun Ilbo (www.chosun.co.kr)
DongSuh Co. Ltd (www.dongsuh.co.kr)
Nestle Co. Ltd (www.Nestle.com, www.Nestle.co.kr)
PEZZ Dot Com (www.petzz.com)
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