32 Pages Posted: 15 Apr 2008 Last revised: 25 May 2008
Date Written: March 2005
Riding on the growth of its power brands, Nestle has extended its dominance in food business in India as well. However, a number of its brands require a repositioning. The present exercise is an attempt to analyse the position of the different brand offered by Nestle India.
The aim is to assess the positioning decision of Nestle as far as its different brands are concerned while also looking for prospects that avail the Indian market. In this regard, the chapter titled introduction gives an insight into the objectives of the study, a brief explanation of the concept behind BCG matrix and also a brief overview of Nestle India. The bulk of the study has been done in the second chapter titled a study of the construction of the BCG matrix of Nestle and all the different brands offered by Nestle in India have been analysed along with a critical insight and also specific suggestion have been made therein.
The chapertization is as under;
(i) Executive Summary
(iii) Research Methodology
(II) Studying the construction of BCG matrix for Nestle
Annexure - I (The BCG Matrix explained)
Annexure - II (List of Nestle Products worldwide)
Annexure - III (List of Nestle Products offered in India)
Annexure - IV (List of provisional stores surveyed for the study)
Keywords: BCG Matrix, Nestle India
JEL Classification: L10, L11, L16, L19, L21, L23, L66, M31
Suggested Citation: Suggested Citation