Ice Cream Market

As the world’s largest food manufacturer, Nestle started business on baby food, famous for  chocolate bars and instant coffee, and became leading position in global food industry after began to develop ice cream business in 2002. Over the years, Nestle has always keep the strategy on“business activities in any country or region must comply with local benefit". Compared to the short-term interests, companies are more concerned about the long-term development, in terms of concentrate on continuous improvement and innovation, constantly seeking the most comprehensive and advanced technology for nutrition and food processing, the constant pursuit of development, improve product quality and make every effort to meet customer's needs.

Nestle ice cream  swot analysis

Strengths: 

large scale company with strong competitiveness;

good localization operation and corporate image;

strong advertising effect；

species diversity: 

different countries or regions with different flavors or series in order to meet customer need；

consumer loyalty:

from the local production and sales to international marketing, ice cream from Nestle has accumulated a large number of high loyal consumer and became a form of fixed consumer circles base on its high quality；

good brand image:  

focus on Creating Shared Value Plan and environmental sustainability.

Weaknesses:

brand singleness: 

although wide range of products, the Nestle brand is single, another worldwide food manufacturer Kraft has many sub-brands, like OREO and so on;

process effect: 

one product's problem will have the negative affect on the company's other product, as a result of easy to spread risks.

Opportunities：

Fast market growth and capita income levels are increasing gradually;

strong brand influence and product competitiveness provide a wide range of opportunities to various products.

Threats:

base on the improvement of consumer health consciousness, negative news will have a serious impact on the enterprise, also reduce in market demand;

lack unique production technology.