Peter Brabeck of Nestle has championed global nutrition and well-being as the former adviser to Francois Mitterrand, but because the driver of the super tanker Swiss chocolate, showed his genius for growth. Nestle is indeed a multinational world leader in food both for humans as well as animals.
The concerns of well-being, health and nutrition which are at the heart of Nestle's business strategy drove the company to make the slogan: "Good Food, Good Life". In short, Nestle today, embodies the statement that "life's good side" is not a utopia.
The history of the brand began with the concern to save the lives of newborns that can be fed when in the womb, the brand has evolved for almost 150 years; chocolate, candy, water, instant beverages, and fresh dairy products were added to the activities of Nestle as and when it grew in Switzerland and abroad. To describe the size of the company today, we may make a few meaningful comparisons: assuming that a state giant in Vevey is the 51st, the current position of Romania; sales are equivalent to three times the wealth of Luxembourg.
What then are the advantages of this world famous brand? What is its function? How does such a giant come to reconciling decentralization, keep control and constant innovation? We will try to provide answers to these questions through the study of the Swiss giant.
We will first provide a detailed history about the company, and then devote the second part to more technical issues of operation and funding. Finally, we address the issue of the Nestle ecosystem, treating on one hand marketing and communication for their many brands, and on the other hand, the various criticisms of the multinational.
Nestle's logo since its inception a nest (nest in German / English) occupied by three, then two small birds fed by an adult in order to remain representative of the average family. The origin of the logo comes from the surname "Nestle" in English means to nestle nest.
140 years ago, the founders of Anglo-Swiss Condensed Milk Co. decided to produce the first condensed milk industry in Europe in Sharm, in the Canton of Zug (Switzerland), to meet a market need, seeking natural shelf-stable milk. A year later in Vevey, Henri Nestle developed, for its part, a malted milk that would provide mothers unable to nurse a safer alternative and healthier nutritional and physiological as breast milk substitutes existing .
With 20 plants (including 13 from Switzerland) and its 10 affiliates abroad the group was already highly internationalized. The year 1905 also marked the first marketing of Nestle chocolate as part of a collaboration with manufacturers of traditional Swiss chocolates Peter, Cailler and Kohler, which operated until then exclusively in the dairy industry, and widen its activities to the confectionery sector.
The boom years before and during World War I took an abrupt end after the war. The combined effect of overcapacity, the devaluation of the currency turmoil and a heavy administrative structure, Nestle recorded in 1921, the first and only loss in its history.
Severe restructuring measures and the simplification of the organizational structure that were necessary to make it competitive again enabled him to resist the 1929 stock market crash and the ensuing global economic crisis.
Tags: Nestle; history and origin of Nestle; Nestle monograph
[...] Both companies needed to publicize their product and geographic expansion to continue in the business. This need led to their decision to merge in 1905, giving birth to "Nestlé & Anglo-Swiss Condensed Milk Co.". With 20 plants (including 13 from Switzerland) and its 10 affiliates abroad, the Group was already highly internationalized. The year 1905 also marked the launch of the first Nestle chocolate as part of collaboration with the traditional Swiss chocolate manufacturer Peter, Cailler and Kohler, who earlier operated exclusively in the dairy industry, and subsequently expanded its activities to the confectionery. [...]
[...] In 1997, Nestle created a separate division which became an autonomous entity within the Group under the name "Nestle Nutrition" in 2005, and was charged with overall responsibility of the areas of infant nutrition, health and performance. This activity was reinforced by a series of strategic acquisitions, particularly that of Protéïka in France. This acquisition added a new field of activity, weight management, to the business of Nestlé Nutrition. Nestle: its business and operations • Capital of the company Nestlé is a corporation organized under the laws of the Helvetic Confederation, which belongs to its home country. [...]
[...] Indeed, most of Nestlé products are products that can lead to obesity, such as confectionery or ice cream. Thus, Nestlé has experienced a drop in the sales of these products. To rectify its image as an industrial giant which promotes obesity, Nestlé changed its tactics of communication. It tries to communicate an image that relies on healthy and balanced diets. Nestle now wants a successful business in the areas of welfare, health and nutrition. Thus it opened Nestlé Nutrition in 2005. To keep up, Nestlé invests around 800 million Euros annually in the search for new foods. [...]
[...] Nestlé is committed to follow this code, but is still accused of violating it several times. Another scandal involving the behavior of Nestlé toward third world countries broke out in 2002. In 1975, Ethiopia under the Marxist Mengistu nationalized a farm owned by a subsidiary of Nestle. Consequently, Nestle had requested for $ 6 million from the Ethiopian government in 2002, instead of the 1.5 million in reimbursement offered to them. Lisbeth Holoaxe, the information officer for Oxfam assured: "We are not saying that Nestlé's attitude is illegal. [...]
[...] Nestlé: a multinational company This was originally a Swiss company, born in the small village of Vevey. Nestlé has now become one of the largest global companies. CNN Money ranked Nestlé at 56th place of the "Fortune Global 500." The Swiss firm is the first international food company among its competitors: • Unilever (U.S.) • Pepsi Cola (USA) • Sara Lee (USA) • Danone (France) Its head-office remains in Vevey where it has his headquarters, but it achieves less than of its turnover in Switzerland. [...]
Online readingwith our online reader
Content validatedby our reading committee