The commercial management mechanisms employed by Nestle

The writer believes it will be acceptable to first define mix business synergies and then connect it to the evaluation of the Nestle case study provided. Matching to Martin et al (2003), cross business synergies is thought as understanding and recognizing the value which is often created and captured, over a period of time, by the sum of the business enterprise units together with regards from what it could have been singularly. This assignment is dependant on the Nestle case study in 2008 from De Wit and Meyer (2010). The aim is to write a written report that will critically measure the Nestle firm at the organization level to identify the cross business synergies, commercial growth directions throughout its history. The project will also emphasize the organization management mechanisms utilized by Nestle to leverage its synergies and outline the future cases for the business corporate level strategy.

Identifying the cross-business synergies within the organization throughout its history

According to the case study, Nestle replicated its milk area model that was in the beginning unveiled in Switzerland to ensure sufficient milk provides in 1870s and changed it by adding value to it and facilitating the option of the product across the continents, example, Latin America, Asia, Caribbean, African and Inner Mongolia. This implies that the company identified that choices varies across continents and by adding value to the initial product (dairy) to make it easy to use and available in other continents presents a synergy which was created and captured.

Another important cross-business synergy in the annals of the business is the Research and Development, R&D. Nestle grasped the restrictions and challenges involved with starting a new company that will stand alone and remain competitive favourable with opponents in a new market and therefore, utilized the blended durability of its businesses to invent new products, Nescafe, (a soluble instant caffeine) by the help of its R&D team. Nescafe continue to be one of the largest brands on earth and have evolved the way we drink coffee around the world today by causing coffee taking in fun, stylish, ready to use, top quality and tastier. Also important is the development of another brand Nestea (an instantaneous tea), and the chocolate powder Nesquik by the same drying process found in making Nescafe.

Furthermore, from the research study, Nestle reinvigorated Nesquik originally sold in the form of a powder used in dairy into syrup form and into prepared to drink kinds, this is also an essential mix business synergy for Nestle, which provided an easy access to coffee taking in in restaurants, hotels, cafe, and made the merchandise affordable, available, and also to suit individual tastes and choice. Another combination business synergy was in leveraging marketing way which helped the business to build competence in various sections and technology of services through its Research laboratories to unveiling a platform for growth which eventually more sales and made increase market revenue. An important cross-business synergies within the organization is World (Global Business Brilliance), this is a thorough information system which utilized by Nestle to secure and bring together the business's businesses together under a common and unique technology infrastructure. Globe was employed by the company to capture data and standardized data which is dependant on the same meanings and items.

This enables Nestle to truly have a unified system and measurement across its sections all over the world, manage information, and create knowledge that might be transferred and shared across its sections, and provided a much better customer management system, thereby building customer confidence and promoting the quality of their products across the continents. Furthermore, Earth provided synchronization of data between manufacturers and retailers, which led to an improved order fulfillment. The machine also enabled sellers to add new releases to their store stocks by just clicking on the mouse of these computer.

Another combination business synergy is the technology of new nourishment, health and wellness eyesight by basic technological research and advanced tools such as nutrigenormics. This allowed Nestle to boost consumer health care, fitness and weight reduction, by making their products healthier and reducing fatty acids.

Corporate Growth Course of the Company throughout its history

Figure 1 Corporate and business Growth Direction

From the case study, one of Nestle corporate and business growth came in the direction of Horizontal integration. This represents a horizontal integration because the business expanded onward within the meals business by merging with a known food processing industry Anglo-Swiss Condensed Dairy also a food business. The merger provided the company with an increase of resources and capital to extend their products and later added Chocolate to their brand in 1905. (See number 1. )

The growth extended in the horizontal integration style and expanded to other countries example, Britain, U. S. , Spain, and Germany, where they handled their processing herb. The progress within the industry continuing horizontally and allowed the business to expand into Brazil, Australia, and established their occurrence in Singapore and Hong Kong. The business merged with Maggi, European countries large company of food enhancer and well prepared food such as soup, which signifies that the company continued to grow and expand within its food industry.

Nestle extended the string of growth into the horizontal integration direction and obtained several businesses example, canned and iced food, water in bottles and pet foods. Nestle diversified for the first time beyond your food industry, and in 1974, the company became a major shareholder in L'Oreal, one of the world's largest producers of cosmetic makeup products, with a 25 percent curiosity about the French company. Nestle undertook another step outside food industry by acquiring Alcon Laboratories, a U. S. company which customized in eye maintenance systems in 1977. This development direction is called Horizontal Diversification, since it was the first time the company migrated beyond its business industry.

The company continuing its growth in direction of horizontal integration under new management (Maucher age) and In 1985, attained the American food large Carnation for $3 billion, that was thought to be one of the most significant in the history of food industry during the time. From the case study, Nestle moved from the Agricultural and handling roots and sold their Cocoa and finalizing plants finishing their growth to the Backward Vertical Integration course and involvement with the company business. This pointed out that Nestle was moving in the Horizontal course and has held their competitive advantages gained through the years by carrying on in the same horizontal growth path i. e. Horizontal diversification.

and Horizontal Integration. From the analysis, the article writer believes that Nestle may no more be thinking about the Vertical progress direction, this may be facts by the declaration from its new CEO Brabeck who commented that the business want to lessen cost and spend more attention to other businesses that brings value There have been also major acquisitions during Brabeck tenure which solidified the company position in key areas such as bottled water, coffee, glaciers cream, and infant formula, and also the company decision to dissociate from the Agricultural and control business

Thereafter, Ralston Purina was acquired in 2001; the pet food business has become a recognized name around the world. The company varied horizontally again during Brabeck tenure beyond its technology and traditional line of products and control food towards a wider eye-sight of nutrition, health and wellness. To continue its platform for growth, the business made three important acquisitions: by acquiring Jenny Craig, a U. S string of weight loss centre in 2006, providing Nestle a program of getting into weight reduction. Novartis Medical Nutrition in 2007, which helped Nestle to bolster their position in the region of healthcare diet, and the Novartis's Gerber baby foods business in 2007, in doing so extending Nestl's leadership in all the regions of infant diet. This exhibited that the business became interested in the medical care and fitness business.

The corporate Management Mechanisms used by Nestle to leverage its synergies

The three management mechanisms utilized by managers to leverage synergies are: Centralization, Coordination and Standardization. These will be applied to the research study in order to discuss the corporate management mechanisms used by Nestle to leverage its synergies already identified in this task.

One of the synergies recognized before in this assignment was the replication of Nestle milk district model in Switzerland by modifying the product. This is possible from the writer's perspective because the business maintained the same standardization process and process which includes already proven successful in Switzerland. The company simply repeated the process and then added value to the product which eventually resulted in an improved quality for consumer satisfaction and then created the product abroad, example, Britain, Germany, Spain, Asia and Australia, Africa etc.

Another corporate management mechanisms utilized by Nestle in leveraging its Research and Development are Coordination and Standardization. From your writer's point of view, the establishment of the study laboratories requires the coordination of Nestl's resources, activities, product offering and integration of its business units together to build world class research laboratories, and Standardization integration resulted because the business used the same process to replicate, improve and re-invent new products. Furthermore, other identified synergies were the reinvigoration of Nesquik actually bought from the powder form into syrup form. The management device applied in this technique is standardization system. According to the passing, Nestle used the same drying process to make Nescafe and re-invented it to create Nestea an instantaneous tea and Nesquik a syrup form.

Also of interest is the leverage of the world system by using a standardized system, which synchronized data, increased information management and created knowledge that may be moved across Nestl's business device and allowed customers to include new products with their inventories with a click of mouse. Again, the company's leverage

of market procedure which created a platform for development and increase sales was based on the standardized integration mechanism system from the writer's perspective. It is because Nestle sustained in the same degree of progress, growth direction and moved the same management system already examined and applied in some countries into other continents, which resulted in a rapid progress in sales and market revenue.

The 60/40 benchmark standard employed by the company to boost their nutrition, health and fitness and reduced fatty acids was also predicated on the standardized integration mechanism. According to the CFO, the procedure was based on taking out salts, fatty acids and sweets and investing in omega 3, whole grains and calcium to give it a wholesome profile.

The Future Circumstance for Nestl's commercial level strategy, based on the integrated company and portfolio business perspective

One of the future cases for Nestle commercial level strategy is: the way the company can remain relevant and strong and at exactly the same time provide essential industry authority in areas such as lasting sourcing while keeping products affordable

Firstly, predicated on the integration organization approach, the company should stay customer driven, always adding value with their products and increasing the quality of their products by emphasizing their main competencies. Nestle should consider competencies as the central of coordination and to place their synergies at the heart with their company. They must continue steadily to innovate and re-invent through their various R&D centre's, and incorporate their multi business units. The company should promote synergies more than responsiveness; they must make acquisition infrequent and focus more on internal growth as explained by Bulcke the CEO.

Building their business center competence should continue to be their tactical plan, while remaining tactical with their suppliers and sourcing of raw materials. That is realizable by continuing their strategy of shopping for their agricultural products directing from farmers and stimulating continuity of the supplier business. These will ensure that prices are retained low and affordable as the premium quality is not influenced. Besides, Integrated approach encourages looking after the brands to permit it remain relevant to customers to be able to generate more sales.

Consequently, the writer thinks that attaining the near future ambition will be difficult using the portfolio approach. According to the portfolio approach, responsiveness should be highly emphasized over synergies. That is risky because it may result in lack of synergies and brands. Nestle has several billionaire brands already set up across the world. It'll be unreasonable to risk losing any of them. Besides, portfolio approach does not encourage internal growth but is suitable to diversification through acquisition, which is unlike the CEO eyesight for the future growth course of the business from the case study. Profile perspective only leverage money and does not discover any synergies which are not financial related.

The second scenario is to understand how Bulcke plan to balance local autonomy with global coordination. Predicated on the integrated group approach, the company should balance local autonomy with global coordination giving country managers sensible amount of autonomy in issues dealing with the customers, they should combine resources, activities and position along multi business synergies. Such coordination of work across multi business device boundaries will bring about the capability to operate so that appears to be the various part were actually in one units. The business should place the corporate centre at the forefront of competitive strategy. They should keep up with the standardization activities, example Earth which synchronized data and information system management across the businesses. Predicated on the portfolio methodology, the efficiency of the money flow and managing the business risk are regarded as more important. Portfolio approach supports, activities and products offering to be separated along business device lines, hence global coordination may be difficult to realize.

From the research study, Nestle future plan implies that the company will move towards a organization approach. Regarding to Bulcke, Nestle future development should come from internal expansion. The company is re-focusing its commercial strategy from the past. Nestle intend to build on the central competences and power which according with their CEO is their products, R&D, global existence, people, brand collection and Nestle culture. In the writer's perspective, integrated procedure will reinforce the business's product profile in the market and keep them very competitive by being focused, and put in more emphasis on developing and building their synergies rather than defending business device responsiveness.

The company has gained extensive synergies by showing advancements in their basic and applied sciences and research, which also helped to swiftly increase developments. Following integration approach will ensure that Nestle does not lose their synergies or its billionaire brands through lack of invention and creativity. Nestle R&D was recognized as an excellent program for future progress, therefore, the management need to keep to leverage it better by building on the key competencies developed by the team of researchers and analysts, and integrating the multi-business models, activities, resources, and looking after their brands by promoting R&D and technology programs.

Nonetheless, the copy writer believes that the business may not be able to realize their internal development ambition by implementing the portfolio corporation approach. It is because Nestle culture over time has been anticipation and being proactive rather than reactive based on the CEO, which proved that the business favours synergies alternatively than responsiveness. The company intends to focus more on reinforcing their brand, and capitalizing on their main competence for growth which does not buy into the portfolio approach. From grow direction craze shown in body 1. It appears that the company are not seeking to enter into any clients or distributor business or chasing new business opportunities towards vertical direction but instead focusing on reinforcing their existing brand and building on their area of expertise.


This assignment has answered various questions predicated on the research study provided. The writer has discovered the synergies which includes allowed Nestle to increase its businesses internationally. The growth direction of the company was also outlined and mentioned with various analyses given. Furthermore, the article writer highlighted the management mechanisms which relate to corporate and business level strategy and related it to the research study. Finally, the near future scenarios of the business was specified and discussed. Based on the discussions on integration and stock portfolio organization methodology, the writer believes that the business will be better suited to realize its future perspective and programs by implementing the integrated group approach. This task presented a fascinating discussions and an understanding into the record and activities of a huge food industry Nestle.


Martin, and Eisenhardt, 2001, : 3. Cross-business synergy: Recombination, modularity and the multibusiness team.

Bob De Wit and Ron M eyer. Strategy Process, Content, Framework, an international perspectives fourth editiomn.

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