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The Nestle Company

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The Nestlé Company is one of the most famous international organizations. The commencements of Henri Nestlé's business aimed at finding an alternative solution to breastfeeding that helped mothers who could not feed their children. The company has survived numerous changes and breakdowns during the periods of the first and second World Wars. However, its main strategy has always been guided with a priority to meet people’s needs, elaborating the most relevant products. Presumably, this leading principle has shaped the business of the Nestlé Company with the course of time and made it famous in practically all the European countries and the United States. Thus, the organization's current missions and goals consist in providing the relevant products maintaining a geographical balance and long-term orientation by means of different advertisement strategies.

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External and Internal Environment

It is suffice to say that being a leader in food-beverage industry, Nestlé's external and internal environments are marked with corporate sustainability. As the Nestle Corporate Business Principles (2010) state, "We commit ourselves to environmentally sustainable business practices. At all stages of the product life cycle we strive to use natural resources efficiently, favor the use of sustainably managed renewable resources, and target zero waste" (p. 12).

Nowadays, the Nestlé Company possesses a widened geographical scope as its firms are distributed all over the world. Externally, they possess a tremendous variety of technological resources that aim at distributing goods and ensuring cooperation between Nestlé's branches. Apart from using IT, the Nestlé Company has a huge amount of sponsors that contribute into its welfare. Internally, the company provides the employees with career development that enforces competitive advantage, possesses high standards of recruitment and selection, thus collaborating with Adecco.

Nestlé's Strategy

For the time being, the principles of Nestlé's consumer-oriented strategy concern business operations that ensure the good quality of the products and their proper functioning in trading settings. However, bearing in mind the previous points, Nestlé provides its employees with promising opportunities and competitive advantage. Undoubtedly, Nestlé's strategy should focus on the aspects that can satisfy consumer needs as well as encourage their employees by means of creating a compelling working environment.

Ethics and Social Responsibility

Seemingly, Nestlé's ethics and social responsibility is on the high level. Nestlé’s principles encompass also the ethical questions regarding consumer's healthy diet. "Quality is everybody's commitment. We continuously challenge ourselves in order to constantly improve and achieve the highest levels of quality" ("The Nestle Corporate Business Principles", 2010, p. 8).

It can be seen from the above-mentioned quote that social responsibility and ethics are respected by everyone in the Nestlé Company. Furthermore, Post (1985) states that "Nestlé have charted a new course toward responsible marketing of infant foods" (p. 131). It is a widely acknowledged fact that this particular company has a priority of taking social responsibility as its main target of creating an impressive marketing strategy.

Such an approach is taken in order to provide the consumers with goods that entirely meet their expectations as well as respect their employees worldwide and gain profits. I deem it wise to give recommendations concerning Nestlé's overall approach to business. The things that I would recommend concern the maintenance of the quality in terms of the production and working environment, as these are the most important criteria when it comes to establishing the principles of conducting business. For an average person, the Nestlé Company seems to be ideal from the perspective of working environment and production. However, the underlying company should become ideal globally, taking into account the developing countries and adjusting its particular norms to every potential branch. Thus, the main purpose of Nestlé to participate in the food industry abroad ("Articles of Association of Nestlé S.A"., 2014, p.1) will be implemented.

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