INTRODUCTION TO MARKETING - PRINCIPLES OF MARKETING Nov-Dec 2019.pdf

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Page1of6OpenUniversityofMauritiusEXAMINATION FOR:November - December 2019MODULE:Introduction to Marketing/Principles of Marketing[OUbs009121/OUbs010122/OUbs022213]DATE:Thursday 28 November 2019DURATION:2 HoursREADING TIME:10 MinutesINSTRUCTIONS TO CANDIDATES1.The paper consists ofSection AandSection B.2.Section AisCOMPULSORY.3.AnswerANY THREE (3)questions fromSection B.4.Always start a new question on a fresh page.5.Total marks:100This question paper contains 5 questions and 6 pages.BSc (HONS) MARKETING MANAGEMENT [OUbs009]BSc (HONS) BUSINESS ENTREPRENEURSHIP [OUbs010]BSc (HONS) MANAGEMENT WITH LAW [OUbs022]
Page2of6SECTION ACOMPULSORYQUESTION 1 [25 MARKS]Nestle Marketing Plan AnalysisNestlé S.A. is the largest nutrition and foods company in the world, foundedand headquartered in Vevey, Switzerland. Nestlé originated in a 1905 mergerof the Anglo-Swiss Milk Company, which was established in 1866 by brothersGeorge Page and Charles Page, and the Farine Lactée Henri Nestlé Company,which was founded in 1866 by Henri Nestlé. The company grew significantlyduring the First World War and following the Second World War, eventuallyexpanding its offerings beyond its early condensed milk and infant formulaproducts. Today, the company operates in 86 countries around the world andemploys nearly 283,000 individuals. Nestlé S.A. is the largest food andbeverage company in the world. With a manufacturing facility or office in nearlyevery country of the world, Nestlé often is referred to as “the most multinationalof the multinationals.” Nestlé markets approximately 7,500 brands organizedinto the following categories: baby foods, breakfast cereals, chocolate andconfectionery, beverages, bottled water, dairy products, ice cream, preparedfoods, foodservice, and pet care.Nestlé is often referred to as “the most multinational of the multinationals witha manufacturing facility or office in nearly every country of the world. Nestlémarkets approximately 7,500 brands organized into the following categories:baby foods, breakfast cereals, chocolate and confectionery, beverages, bottledwater, dairy products, ice cream, prepared foods, foodservice, and pet care.Nestle is a decentralized organization where responsibility for operatingdecisions is delegated to local units, which have a high degree of autonomyconcerning pricing, distribution, marketing, etc. Nestle is organized into sevendifferent worldwide strategic business units (SBU’s). These have responsibilityfor high-level strategic decisions and engage in overall strategic businessdevelopment, including acquisitions and market entry strategy. There is aregional organization that divides the world into five major geographical zones,
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