Abstract
M.Comm.
This study was prompted by a concern over the poor performance of 'Nestle Infant
Cereal with Soya' raised during ad hoc discussions held with Sales and Marketing Managers. It represents an investigative study of the marketing issues associated with the poor performance of the product with a view to establish possible causes and their likely solutions. Nestle was founded by Henry Nestle in 1866 and today it is the world's leading food company. It is Switzerland's largest industrial company with more than 480 worldwide operations. The company is present in different markets which are demarcated into zones. Zone one represents Europe, Zone two — Asia, Zone three — Latin America, Zone four — North America and Zone five — Africa and the Middle East. It has more than 200 000 employees worldwide. Over the years, the company grew through mergers with other companies such as Anglo Swiss Condense milk, Chocolate Suisse S.A., Alimentina S.A. (Manufacturers of Maggi products and acquisition of carnation USA), Buitoni-Perugina (Italy), Rowntree (Great Britain) and Perrier (France). More than 80% of sales are generated in Europe and America and the balance of sales come from Asia, Africa and the Middle East. Nestle SA (Pty.) Ltd. was established in 1916 as a private company. It is a company in the food industry, which manufactures, markets and distributes a variety of consumer goods which are well-known household brands.