A Study On The Strategy Of Market Expansion For Nestlé's Infant Cereals

Since Nestle Login to China at the end of 2005, it has reached the market share of second place on China's baby food market, only second to the Giant Heinz, became the baby food industry leader. Meanwhile nestle nutrition experts as the title has been well-known for the vast number of consumers. Nestle's marketing strategy is often considered by experts and scholars for studying and exploring. But, Nestle baby food on the market's performance has yet to be improved optimization. So we intend to study the market situation and Nestle marketing so as to optimize the marketing strategy. This is the main purpose of the study.Fast consuming goods have become one of the most promising industries. Because of its capacity, industry low entry barriers, huge consumer demand, coupled with China's huge potential consumer market, making many Chinese and foreign enterprises have set foot in the fast consuming goods areas. industry competition is gradually heating up, so what they can do to be unique in an increasingly competitive industry, what they can do to consolidate the of market position to make their continually updated product accepted by the majority of Chinese consumers quickly, is a problem that all fast consuming goods enterprises are facing.In this essay, we take the fast consuming goods industry representatively as one of the baby rice flour industry for the research. Focusing Nestle on behalf of the baby rice flour industry companies, I hoped to identify company Strategy for the existing problems after analysis of Nestle marketing strategy and the basic situation of baby rice flour industry. By studying marketing theory, target market strategy of market and product positioning, I optimized to enhance the company's market strategy, to improve the company's marketing efficiency and to raise market share on baby rice flour business. I also intend to provide some reference for other enterprises on this market.