Marketing essentials: case study of Nestle - Essay Example

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Marketing essentials: case study of Nestle

The basic understanding underlining the case study is that there was a fall in the sales of Nestle during 2011 probably because of a loss of sales from its discontinued operations. During 2010, the sales from its discontinued operations were 7543 million GBP. On 17th November 2011, the Nestle Group acquired a 60% share in the Yinlu Foods which sells ready-to-drink peanut milk and ready-to-eat canned rice porridge in China. The benefit of this acquisition is that it will complete Nestle’s portfolio in China. There will be an improved goodwill but Nestle will also experience synergies, complementary market share and competitive position. Besides that, the Group also acquired 60% shares of Hsu Fu Chi, a leading Chinese manufacturer and distributor of confectionery products. Nestle’s current portfolio in China includes culinary products, coffee, confectionary, bottled water, milk powder and products for the food service industry. So the Hsu Fu Chi acquisition complements the current Nestle portfolio in China. This acquisition has had a significant impact on the sales and profits for the year and has increased its goodwill greatly. As a result the goodwill is tax deductible. Alcon is a discontinued operation of Nestle and on 4th January 2010, Novartis exercised its call option to acquire the remaining 52% of Alcon outstanding capital from Nestle at a price of GBP 111.91 per share. GBP 18,752 million was the cash inflow from the disposal of Alcon. ...Show more

Summary

The firm that is analyzed in the paper is Nestle, a Swiss Company that is globally present and has touched the hearts of millions of consumers. It is also known as the world’s largest food-and-nutrition company. It is a packaged food company that came into being in 1866 and was formed by Henry Nestle…
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