Canadian Blood Services

Company Environment The play a gigantic Customers Com courtitors Regulatory stake Global Environment Major developments and general diligence Trends Opportunities and threats Marketing Strategies guardianship and Corporate Values Objectives Strategies Marketing Functions Product Price Promotion ship Analysis and Suggestions M analysis G analysis Conclusion Bibliography accompaniment Global Environment Major Developments General Industry Trends According to a survey conducted by the Pet Products Manufacturer Association, much than 71. 1 one thousand million or 63% of U. S. ouseholds have a pamper. (Gundersen, 2008) The pet sustenance commercialize has proven to be a very attractive market, according to the 2009-2010 Ameri fire Pet Products Association, it is estimated that US$47. 7 billion was spent on pets in the US in 2010, with US$18. 28 billion being spent on pet food alone. The strong spending comes amid price increases in nearly every pet food category, the result of rising cost of fuel, ingredients and transportation for manufacturers. (Taylor, 2010) Opportunities One of the outsizegest advantages NPP has is that it is a subsidiary of nest.What this operator is that NPP potful swan on the substantial and vast funds of its p arnt ships neighborly club in prescribe to expand its trace of outputs, do some much ravening marketing and price and have a cushion to f apiece backside on in field of having sales decrease. The second great luck for NPP is the fact that pet owners argon seeking for more luxurious harvestings for their pets and theyre describeting greater interest in what they feed their pets with. What this means is that the pet food market is expanding rapidly, especi ally in northern nigh America. According to a survey conducted by the Pet Products Manufacturer Association showed that in the U.S. more than half of the households have at least one pet in their houselod. (Gundersen, 2008) Threats As in any business, o ne of the grownupgest threats is having numerous competitors this is a big concern to NPP considering that they are not the leading lodge in the pet food industry. Not only NPP has to compete against the already established big pet care companies but there is a trend that all major pet care retailers are starting their own line of oerlaps. Having all these reaping lines and competitors only mean lower sales as more consumers decide to switch brands.Although North America is a well-established and outgrowth market for pet care products, there are some different(a) markets where customers are not well educated about the products and this may be an obstacle. An example endured by the Datamonitor report about NPP gives an example of owners believing al-Qaida meals are more nutritious for their pets than commercially brisk food for pets. This is a common misbelief in emerging markets. Company environment The Company The company we contumacious to research is hold tight. com e near is currently the largest food and beverage company in the world.This company has a wide range of products such as take out based products, ice creams, prepared dishes and pharmaceutical products as of beverages. Its twinge brands or the ones that contribute the most to the company are near, Nespresso, Maggi, KitKat, Purina and Friskies among others. Nestle is a Switzerland based company that was surged back in 1866, when the first European condensed milk factory was opened in Cham, Switzerland, by the Anglo-Swiss Condensed Milk Company. One twelvemonth later, Henri Nestle, a trained pharmacist, launched one of the worlds first prepared infant cereals Farine lactee in Vevey, Switzerland.The two companies merged in 1905 to become the Nestleyou know today, withheadquartersstillbased in theSwiss township of Vevey. The company is currently employing over 328 000 employees worldwide and has factories or operations in almost every country in the world. For the purpose of the mar keting review, we decided to talk specifically of one of the many brands that Nestle owns, being this Nestle Purina PetCare Company or NPP. This subsidiary is one of the most influential brands of Nestle and its main focus and line of products rely on the manufacturing of pet food products.The headquarters for this branch of Nestle are located in St. Louis, molybdenum in the United States of America. Customers Nestle Purina PetCare Company operates in North America, Asia Pacific, Europe, of the essence(predicate) America and South Africa, what this means is that NPP is able to reach several contrary markets around the world and a great deal of possible consumers. Competitors Considering Nestle Purina PetCare operates on a global market, it as well has several competitors. Some of its strongest competitors are Mars Inc, Colgate-Palmolive Co. and Procter & Gamble Co. Their main competitor is Mars Inc. hich is the only company that has been able to surpass Nestle in pet food sales having sell approximately US$13. 3 Billion compared Nestles US$12. 9 Billion. Regulatory Situation The pet food industry is heavily regulated by agencies such as the Food and do drugs Administration (FDA), United States Department of Agriculture (USDA) and the Association of American course Control Officials (AAFCO) in the case of the United States. However, all Purinas North America facilities have on-site quality assurance laboratories and staff. One of the means by which Purina try to maintain its quality standards is by having 99% of the roducts sold in North America manufactured at Purina-owned U. S. manufacturing facilities. Also, Purina ingredient sourcing and bear upon meets or exceeds all the regulations implemented by the agencies mentioned above. Distribution/Sales impart Nestle Purina Petcare uses a multichannel distribution come on in order to gravel it easier for consumers to get their product. One example and, for some the most convenient, is purchase their prod ucts by Purinas website. Customers avoid any sort of middleman and they get the product delivered instantaneously to their front door.This is an example of direct distribution, which is having the manufacturer traffic directly with the consumer. On the other hand, NPP also uses an indirect distribution approach which consists in having one or more intermediaries work with manufacturers to provide grievouss and run to consumers. This is the most common way by which great deal purchase products as it is the case when consumers go to retailers to buy a product that the retailer bought from the manufacturer. In other words, when a consumer goes to their local grocery shop and they buy Purina products, they are acquire through indirect distribution. Grewal, 2012) General Strategy Business Mission Nestles boot is to satisfy each customer require by offering and merchandising high quality food, worrying about nutrition and health of their customers to provide good food for good l ife. At Nestle, we believe that research can help us make better food so that stack live a better life. ingenuous Food is the primary denotation of Good wellness throughout life. (Nestle, 2012) Nestles objectives are to be recognized as the world leader in Nutrition, Health and Wellness, bank by all its stakeholders, and to be the reference for financial deed in its industry. (Nestle, 2012) Corporate valueNestle is focused on certain values within the company that make them unique in the global market. They are focused on health, wellness and nutrition of each customer through every product but it is also meaning(a) the security and safety of each product has high quality. Moreover, it is also important to note that in Nestle is invariably looking to have open communication with clients and they respect the privacy of them. (Nestle, 2012) In placement is important to respect homosexual rights within and outside the organization but Nestle is not only worry to respect hum an rights but also the environment in which employees are in this company.It also is important to prevent accidents, injuries and illnesses within the company, which Nestle has a document that explains each of the regulations of health and safety policies. (Nestle, 2012) The relationships amongst the company and suppliers are very important which is why Nestle has a code of suppliers which explain how have to the relationships, unceasingly demonstrating honesty and respect between them. (Nestle, 2012) Nestle will help hobnailed communities and farmers to obtain a production system that cares about the environment.It is also important use products that are friendly to the environment, as well as the aware use of water that is necessary and vital to every human being. (Nestle, 2012) Objectives (short and long term) * Be recognised as the world leader in Nutrition, Health and Wellness, assertioned by all its stakeholders, and to be the reference for financial performance in its in dustry. (Nestle, 2012) * Provide a safe environment and social responsibility. * Understand local and global need. Achieve leadership and earn that trust by satisfying the expectations of consumers (Nestle, 2012) and create close and long relationship between their brand and customer. * We are investing for the future to ensure the financial and environmental sustainability of our actions and operations in capacity, in technologies, in capabilities, in people, in brands, in RD. (Nestle, 2012) * Make sure that they can satisfy future contemporaries and ensure that they will have profitable growth year after(prenominal) year. (Nestle, 2012) Marketing strategies * Competitive advantagesIn order to gain a competitive advantage is important to have product or brands that can diametricaliate from others, also be in everywhere so that people feel identified with the product. For Nestle, culture, values and attitudes of individuals are important to determining what their needs are they try to offer unique products in each geographical point where customer are. (Netle, 2012) * Growth drivers Today people are more conscious about having good food and nutrition, plus a kempt life. Nestle is focused on these areas which make them to have a large market. Everything we do is driven by our Nutrition, Health and Wellness agenda, Good Food, Good Life, which seeks to offer consumers products with the best nutritional profile in their categories (Nestle, 2012) * Operational pillars conversion is eternally important in any business people are always looking for change and find better products. Nestle is always looking to innovate and renew each of their products in order to maneuver their customers and stay in the market offering products that are unique and makes them divers(prenominal) than the competition.It is also important make the process most efficient from the product development to delivery of the consumer (Nestle, 2012) Marketing functions Product and servic es Nestle Purina Petcare has a wide line of different pet food products. They have change food and treats for both dogs and for cats. Among the products designed for dogs they have a wide descriptor of products, which classified as of Purnias website are Adult Dogs, Puppy Food, superior Food, Targeted Dog Nutrition, Dog Treat and Dog Litter and Training Pads.Among all these categories they offer 28 different products that are sold under different labels. On the other hand, their cat oriented products are classified as Adult qat Food, Kitten Food, Senior Cat Food, Targeted Cat Nutrition, Cat Treats and Cat Litter. On their cat food line of products, they offer 24 different products and all of these are sold under different labels. Purina offers over 50 different products for both dogs and cats and these are sold under 20 different labels.This is one of the reasons why Purina has been able to dominate in this market, as it has been able to give an option for almost every single p leasing of need that customers may have due to their wide variety of products. determine Considering the pet food industry is a very competitive market, NPP has been forced to change its pricing strategies to adapt to the market. Currently, NPP uses a competitor based pricing method that an approach that attempts to reflect how the firm wants consumers to interpret its products relative to the competitors offerings. text edition book citation) The biggest problem with keeping up with competitive prices is that it prevents companies to increase prices and its tax revenue is also decreased as they have to make greater investments in advertising which increase costs and therefore decrease revenue as well. Distribution activities Nestle Purina Petcare uses a multichannel distribution approach in order to make it easier for consumers to get their product. One example and, for some the most convenient, is purchasing their products through Purinas website.Customers avoid any sort of mi ddleman and they get the product delivered directly to their front door. This is an example of direct distribution, which is having the manufacturer dealing directly with the consumer. On the other hand, NPP also uses an indirect distribution approach which consists in having one or more intermediaries work with manufacturers to provide goods and services to consumers. This is the most common way by which people purchase products as it is the case when consumers go to retailers to buy a product that the retailer bought from the manufacturer.In other words, when a consumer goes to their local grocery shop and they buy Purina products, they are purchasing through indirect distribution. (Grewal, 2012) Promotion activities Coupons are largely used by NPP and its competitors in order to increase sales. Coupons provide a stated implication to consumers on the final selling price of a specific distributor point the retailer handles the discounts. (Grewal, 2012) Your Analysis and Suggesti ons Appendix Example of the companys promotional material Research Material References http//www. petfoodindustry. com/6371. html Taylor 2010 http//www. estlepurina. com/History. aspx PURINA HISTORY http//www. purina. com/coupons-and-offers/couponsandoffers. aspx COUPONS AND ETC http//www. purina. com/commitment-to-quality/commitmenttoquality. aspx REGULATIONS http//www. linkedin. com/company/nestle-purina LINKEDIN PROFILE Gundersen, R. (2008). A Growing Trend Pet Owners Who Include Animals in Their Estate Planning. ledger Of Financial Service Professionals, 62(4), 70-76. http//saveonfoods. gsnrecipes. com/Shop/WeeklyAd. aspx promotion Nestle. (2012). Nestle good food, good life. Retrieved from http//www. nestle. com/AboutUs