MARK 3000 Chapter : Nestle Marketing Analysis
Document Summary
Nestle faces fierce competition from several other businesses in the refrigerated food market, with kraft playing the role of its primary threat. Initially, nestle made the determination that its distinctive competencies in the confectionary category made refrigerated pudding an ideal flagship product for a refrigerated food line, but kraft struck a crippling blow to this strategic plan by preempting. Nestle, and introducing their own line of jell-o refrigerated pudding. Nestle countered this transgression by extending their ethnic refrigerated food offerings, and was able to gain a very solid market share in the refrigerated pasta and sauce market. Although nestle launched the first salvo in the pasta and sauce refrigerated war, kraft had countered with the introduction of their italian digornio line. Nestle felt compelled to extend its refrigerated food offerings in order to maintain its status as a market leader in the refrigerated ethnic food category.
