Principles of Management Project

7/27/2019 Principles of Management Project

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Project Work Of Principles Of Management

On

Apply BCG Matrix on any operating unit and project the

actions desired from top management in the list of the same

Submitted To:-

Dr. Manoj Kumar Sinha

Faculty of Business Management

Submitted By :-

Kumar Vikram Aditya

Roll No. 1023

1st Year B.B.A. LL.B. (Hons)


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CERTIFICATE

This is to certify that Researcher Project Workentitled Apply BCG Matrix on any operating

unit and project the actions desired from top management in the list of the same. Submitted

is the record of work carried out during semester-I of First Year B.B.A. Ll.B. Course for the

academic year 2013-2018 under my supervision and guidance in conformity with the syllabus

prescribed by Chanakya National Law University.

Place: PATNA.

Date:

GUIDE


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Apply BCG Matrix on any operating unit and project the actions desired

from top management in the list of the same

TABLE OF CONTENTS

Introduction Hypothesis Research Methodology BCG MatrixMeaning, Limitations And Diagram Introduction to BCG Matrix And Nestle India Studying the construction of BCG matrix for Nestle Conclusion Suggestions Limitations Bibliography AnnexureI (List of Nestle Products worldwide) AnnexureII (List of Nestle Products offered in India) AnnexureIII (List of provisional stores surveyed for the study)


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Introduction

Nestle India is the third largest food industry in India with large range of milk products such

as infant milk, weaning cereals and from instant coffee and chocolates to confectionery and

ready-to-cook food operating from six units and eight copackaging units.

Nestle means little nest. Nestle began its operation from Switzerland in 1867 under henri

nestle with commitment towards providing nutritive health and fun products like chocolates

.The critical factors behind the corporate excellence of Nestle India is the adoption of best

business principles for promoting their work culture and human resource initiatives for their

growth and development .General principles of nestle is that it is more people and product

oriented than systems oriented, committed to create value for their share holders,

decentralized within the limits imposed by basic policy and strategy decisions as well as

group-wide needs for coordination and management development and committed to the

concept of continuous improvement. Nestle India does not favour short-term profit at the

expenses of successful long-term business development. It also recognizes the legitimate

rights of the consumers of the nestle brands to know how the company operates. As for

relationship with business partners, Nestle India insists on honesty, integrity and fairness in

all aspects of its business and expects the same in its relationship with all its business

partners. Nestle India requires its management and employees to avoid such personal

activities and financial interests as would conflict, or appear to conflict with their

commitment to their jobs.


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HYPOTHESIS

The hypothesis of the present study are ,

(i) To place the various brands of Nestle in India in the matrix as suggested by the BostonConsultancy Group, as based upon the data empirically collected.

(ii) To analyse the brands so placed and critically compare their placement.

(iii) To compare the outcomes so obtained and generate suggestions.

The achievement of the above Hypothesis has been made by following the methodology as

stated below.

RESEARCH METHODOLOGY

SCOPE:

This study aims to study the products offered by Nestle in India by placing them on the BCG

matrix. The placement of the products on the matrix shall be on the basis of the empirical

data collected in Patna (India) from a number of sizeable provisional stores which place

Nestle products for sale.

METHODOLOGY:

The present study constitutes the construction and study of BCG matrix of Nestle products on

the basis of empirical data collected about Nestle products from six provisional stores in

Patna.

TECHNIQUES ADOPTED FOR DATA COLLECTION:

(A) Interview method

(B) Internet Survey

(C) Opinion Generation


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BCG Matrix Meaning, Limitations And Diagram

Boston Consulting Group (BCG) Matrix is a four celled matrix (a 2 * 2 matrix) developed by

BCG, USA. It is the most renowned corporate portfolio analysis tool. It provides a graphic

representation for an organization to examine different businesses in its portfolio on the basis

of their related market share and industry growth rates. It is a two dimensional analysis on

management of SBUs (Strategic Business Units). In other words, it is a comparative analysis

of business potential and the evaluation of environment. According to this matrix, business

could be classified as high or low according to their industry growth rate and relative market

share.

Relative Market Share = SBU Sales this year leading competitors sales this year.

Market Growth Rate = Industry sales this year - Industry Sales last year.

The analysis requires that both measures be calculated for each SBU. The dimension of

business strength, relative market share will measure comparative advantage indicated by

market dominance. The key theory underlying this is existence of an experience curve and

that market share is achieved due to overall cost leadership.


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- if nothing is done to change the market share, question marks will simply absorb great

amounts of cash and later, as the growth stops, a dog.

- either invest heavily or sell off or invest nothing and generate whatever cash it can. Increase

market share or deliver cash.

The BCG Matrix method can help understand a frequently made strategy mistake: having a

one-size-fits-all-approach to strategy, such as a generic growth target (9 percent per year) or a

generic return on capital of say 9,5% for an entire corporation.

In such a scenario:

A. Cash Cows Business Units will beat their profit target easily; their management have an

easy job and are often praised anyhow. Even worse, they are often allowed to reinvest

substantial cash amounts in their businesses which are mature and not growing anymore.

B. Dogs Business Units fight an impossible battle and, even worse, investments are made

now and then in hopeless attempts to 'turn the business around'.

C. As a result (all) Question Marks and Stars Business Units get mediocre size investment

funds. In this way they are unable to ever become cash cows. These inadequate invested sums

of money are a waste of money. Either these SBUs should receive enough investment funds

to enable them to achieve a real market dominance and become a cash cow (or star), or

otherwise companies are advised to disinvest and try to get whatever possible cash out of the

question marks that were not selected.


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Introduction to BCG Matrix And Nestle India

Need for evaluation

In the commercial arena, the choice of an effective strategy is perhaps the most important and

the toughest decision to take. The decision to select among the grand strategies and deciding

upon which strategy will best meet the enterprises objectives is rendered complex by

multifarious considerations. Nevertheless, the decision to replace the product once its

positioning fails is a yet more complex decision. The beauty of BCG Matrix, a Matrixdeveloped by a group known as Boston Consulting Group, USA, is that it seeks to place the

different products of an organization in different grids such as to analyze them in a

comparative manner in terms of profitability or in terms of (a) percentage growth in sales and

(b) market share position, to be exact. Thus, it gives an opportunity of self assessment to the

organization to reassess its product positioning and thus come out with alternative solution if

the original placement of the products in the market does not meet the desired level of

growth.

BCG Matrix explained

Thus, when all the products of the company are put in four cells (thus it actually provides an

opportunity to reassess the entire position of the company in terms of all the products it offers

to the market), the market standing of the company can be analysed in four different classes

namely, stars, cash cows, dogs and question marks. Each of these classes have a different

meaning attached to them and can be represented on the matrix as follows.


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It is significant to note here that this matrix denotes the areas of strategic search for an

organization i.e. how to proceed in replacing the products if they are not found to be of

satisfactory placement.1Nestle India and BCG Matrix

With headquarters at Vevey, Switzerland and established in 1866 by henri nestle, Nestle has

growthtoday to be the worlds biggest food and beverages company. Established in the

strong foundation of growth through innovation and renovation, the company is known today

byits several strong brands which are dominating the markets the world over. Nestle India is

a subsidiary of Nestle S.A. of Switzerland. With six factories and a large number of co-

packers, Nestle India is a vibrant company offering a number of productsin the Indian

market. A number of brands are offered by the company in the country ofwhich while some

have already established a strong hold, many others exhibitenormous prospects to dominate

the market and are only waiting for a favourableopportunity or appropriate and sizeable

promotional campaign by the company.The present task seeks to undertake a construction of

a BCG matrix for the productsoffered by Nestle India Ltd. in India2 and an analysis thereon.

The aim is to criticallyanalyse the relative positioning of the various products offered by

Nestle India and toexamine them in the light of the prospects available and if the dogs and

question markscan be converted to sizable opportunities and well established brands.

1

For Details Refer BCG Matrix2Refer to AnnexureI and Annexure II for list of all the products of Nestle International and Annexure III for

list of products offered by Nestle in India.


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A STUDY OF THE CONSTRUCTION OF BCG MATRIX FOR NESTLE

INDIA

Nestle has a wide range of products and is the market leader in food business over the world.

However, it has a limited number of brands on India. The peculiarity of these brands is that

those brands which are established ones are really ones which dominate the market and make

almost no room for any competition while, the brands which are not so well established are

not so on account of any qualitative deficiency but either because of a weak promotional

campaign of the company or on account of a misplacement of the product in the target

segment. Nevertheless, we go ahead with our study. The present chapter is devised in the

manner that the overall matrix comes first and then each products placed on the matrix is

explained as to why it finds a place in the grid it has been placed in the matrix, along with the

relevant empirical data reproduced therein.

Also, in the matrix itself, though the products have been placed in one of the categories, their

projected placement i.e. where should be or can be placed with a promotional exercise, is also

indicated by an arrow which shows the appropriate category in which the product is aimed to

be placed. For example, Maggi Noodles has been the pioneer of the Noodle industry in the

Indian market. But as far as Nestle is concerned, it is only a cash cow. Therefore it is aimed

to be placed in the Stars. This is indicated by an upward arrow which signifies that the

product is aimed for repositioning and the direction of the arrow shows the grid where it is

heading to, in this case upward arrow is indicating to the stars.

Also, besides the intended placement of the products, there are some products which need to

be taken off the market. For example, Nestls world dominating brand of water, Nestle Pure

Life, was taken off the Indian market on 29.12.2003 when strategically it was found unviable

to continue with it. This shows the intention of Nestle not to play in the Indian water market

though it has a well established base of the same brand abroad and it could have reaffirmed a

market share had it decided to introduce Perrier, another famous water brand of Nestle.


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(3) Its different variants have kept competitors at bay and its finds a place easily at almost

every general or provisional store in the Indian market.

(4) It is a major contributor for Nestle Indias revenues.

Intended Placement:

Comments:(1) With the increase in population and the growth market in the country Nestle

India can do much better in terms of registering more shares by an aggressive promotional

drive.

(2) It needs to take aggressive steps to enter into those households where traditionally

followed methods of feeding new born infants are followed. The market exists for Cereals to

expand and though it is already a star, it can do much better in terms of expanding its shares

by adopting market development strategies.

Product: Maggi Noodles

Position: Cash Cow

Reasons for present positioning:

(1) It is surprising to note that Maggi Noodles, which has found more households of

consumption in India that any other country in the world and has become the first preference

of Indian children in terms of instant food, is only a cash cow and not a star.

(2) The reason essentially lies in the fact that though Maggi Noodles has a significantly high

market share in the Noodles market in India, the market growth rate of Noodle consumption

is not very high.

(3) Though the number of repeat purchasers is high in case of Maggi, the rate of increase

among the new purchasers is not too high.

Intended Placement: Star

Comments:

(1) Maggi Noodles is undoubtedly the leader in the Noodles market and faces almost no

competition which might threaten its existence in near times, yet the target placement of

Maggi Noodles seems to be at fault.


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(2) Instead of continuing to target the children, Maggi Noodles should now also concentrate

on placing the products for Office Executives, Mid wives, Young adults, and the elite wing of

the society.

(3) The need presently is to expand the market or in fact create new markets for Maggi

Noodles.

(4) Therefore, the task for Maggi Noodles lies ahead for Market Development and thus

expanding the consumer base in the presently unexplored sections of the society.

Product: Milo

Position: Question Mark


(1) Though Milo has not totally been removed off the shelves of the stores and caters to the

demand of the consumers arising on account of absence of other products in the same design

(e.g. Bournvita, Complan, etc.), it has been unable to acquire a market in the basis of its

brand name.

(2) The reason why it is not placed as a dog is that it has the potential to expand and also

because the product lies in a market with high business growth rate.

(3) The retailers dont give much importance to Milo as an item on the shelf but they also do

not completely disregard it off their stores.

Intended Placement: Dog

Comments:

(1) Milo is a food drink with a bit subtle taste and not that sweet as its competitors offer,

Bournvita being the primary one. Thus it needs to develop upon that.

(3) Milo has not been promoted as a health drink as Boost or Complan and to some extent

Bournvita has been done. Milo needs to improve in this regard.

(4) Thus, in essence, Milo is not weak in terms of its qualitative deficiencies but on account

of lack of an extensive promotional exercise meant to place it in the mindset of the Indian

psyche.


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Product: Maggi Sauce



(1) India has a growing Ketchup market and Maggi has been a significant contender as a

leader. But as far as Nestle is concerned, it is not turning up that size of revenues which every

top brand contributes to Nestle.

(2) Maggi Sauce has been highlighted with top television celebrities but there was a

considerable time lag of more than five years in the two major promotion exercises Maggi

Sauce has witnesses; once in the early 1990s and the one which is going on presently.

(3) Maggi Sauce, acknowledge the retailers, has the capacity (both on account of the reasons

of price and taste) to wipe out competitors (both the branded as well as the local ones) and

thus has huge potential to be converted into a star.


Comments:

(1) Though it has been kept as a question mark yet, Maggi Sauce has the potential of turning

all odds in its way to become a dominating brand.

(2) Competitors like Kissan, Tops (especially in north India) etc. do not pose any barrier in

the growth of Maggi Sauce as the leader.

(3) Extensive market development, followed by an extensive promotion drive in all nooks

and corners of the country is the key to turning Maggi Sauce into a success as a brand leader

for Nestle

Product: Maggi Pickles



(1) Maggi Pickles, on account of its limited variety (especially in this taste crazy country) and

comparatively higher prices, has been unable to acquire a market necessary for its bare

minimum existence.


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(2) The sales of Maggi Pickles has never really trigged since its launch.

(3) The placement of Maggi Pickles is doubted for the twin reasons of its high price and

packing, which seems to target it to the upper substrata while the lack of a significant number

of variants poses it a challenge to maintain itself in such households.

(4) It is not a dog because it is not the market which has low growth rate. In fact the market of

packaged pickle is growing but it is Maggi Pickles which is unable to gather a substantial

share in this growing market.

Intended Placement: Disinvest

Comments:

(1) Placing Maggi Pickles on the hearts and mind of the typical taste centric and money

conscious Indian consumer will require an overhauling and huge investment.

(2) Extensive price cuts are required but the matching returns are doubtful.

(3) Pickles being a non-durable product and their success essentially related to the taste of the

consumer, are not one of the core competencies of Nestle, which is better known to introduce

standard taste in the country and get them approved by the consumers.

(4) Thus it is better advised to disinvest in the business and focus on other brands.

Product: Maggi Soup



(1) With the success of Knorr and other local packed soup, it is clear that packaged soup

market in India has a good future.

(2) Maggi Soups have never been rejected by the consumer.

(3) According to the retailers, the demand for soup itself is underdeveloped and thus there is

no indicator critically against the success of Maggi Soup.


Comments:


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(1) Maggi Soup needs to dominate the market but before that it has to develop the market

itself.

(2) The demand for packages soup is underdeveloped and thus there is a need for extensive

market development strategies.

(3) The advantage of Maggi Soup in going in for such market development strategies is that it

will get the advantage of early start and thus like Maggi Noodles it can make a monopoly on

packaged soup.

(4) The development of the market is to be based on the twin principles of the nutritive

contents of the soup as well the convenience and taste, which make it a suitable alternative

for other fast food.

Product: Kit Kat



(1) Owing to crispiness and superior quality, Kit Kat has an upper edge over its competitors.

(2) Had this survey been made a couple of years ago, may be Kit Kat would have found the

position of a Cash Cow because of the market share it acquired in a fairly decent and yet to

develop wafer-chocolates market.

(3) However, on account of the rise of competitors, especially Perk, Kit Kat seems to have

loosened up its grip in the market and has lost some of the prominent recognition which it

commanded earlier.

(4) It is placed as a Question Mark as the brand has the potential but lack a significant market

share as of now. Also, a mere repositioning in the market segment can lead to the success of

the brand


Comments:

(1) Kit Kat is one of the major successful brands of Nestle, which has proclaimed its

dominance and success world over, ruthlessly dominating the European and the South


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(3) The Rs. 5/- which it has recently introduced is a classic example of cashing in the

consumer psyche but it cannot be denied that it has done so following the example of Five

Star. It needs, therefore, to take more initiatives but more so of its own accord and not as a

follow up measure.

(4) Bar One needs to pursue a strategy of market penetration, as already stated, but it also

needs to emphasis on the fact that it has to sell itself in the market as a chocolate. Though it is

in the form of a bar but it still faces competition from other forms of chocolate wherein

Cadbury is the toughest competitor to it. Thus it has to go on an extensive promotional drive

and also illustrate the superiority of bar over the other forms of chocolate both in terms of

convenience while consumption as well as the price.

Product:Nestle Butter



(1) Nestle Butter, though available in the market for some time now, has not found much

support from the consumers primarily on account of the dislike of the taste

of Nestle Butter.

(2) Considered as salt less, Nestle butter again is yet to grow from its pre-launch position on

account of the huge competition it faces from Amul, the market leader in this field.

(3) Now, as the market growth rate is quite significant, yet as Nestle Butter has not acquired a

better share in the market, it has been placed in the category of Question Mark.


Comments:

(1) Facts do not favour Nestle to continue with its butter.

(2) Instead of no response, a significant number of retailers are of the opinion that Nestle

Butter seems to be rejected by the consumers for the reason that its taste does not suit the

Indian psyche.


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(3) Thus it is advisable for Nestle to discontinue with butter, as it did with its water brand,

Pure Life. Also, it would be better to concentrate on other brand than to go in for a head on

collision with Amul, the market leader, which is inevitable on account of the same market

which both the products cater to.

Product:Nestle Fruit N Milk



(1) Nestle itself seems to be unclear as to which market it has been targeted to. On own side it

is a fruit drink with pleasant flavours, on the other head, it is a health drink with nutrients of

milk as well as fruits.

(2) Also, the placement of the brand is dubious. While it finds a place with retailer of sizeable

capacity, it seems absent from other health and juice shops. Thus there has to be a definite

decision of made by Nestle as to the placement of Nestle Fruit N Milk.

(3) The product however, on its own accord, has not been a failure totally. It seems to find a

place consistently in some of the firms but there are no regular consumers for the products the

consumers are either occasional users are those who have a flair to try new products.

(4) The market for health drinks, however, is growing and the health conscious Indian

consumer is now choosing a health drink like Real than just going in for cold drinks and other

junk food.


Comments:

(1) Despite the fact there has not been much promotion of Nestle Fruit N Milk by Nestle

itself but the fact that it has not been rejected by the Indian consumer in itself is a positive

signal.

(2) The present step, therefore, that needs to be taken by Nestle is to promote it in a pre-

defined market, wherein placing it as a health drink would be most favourable to Nestle

towards establishing it as a successful brand.


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(3) Thus, Nestle Fruit N Milk needs to be placed as a competitor to Real fruit juice and there

is a certain prospect for this to succeed on account of the fact that it gives additional features

than Real, which is only a fruit juice but Nestls products offers the nutrients of both fruits

as well as milk.

(4) Therefore the need for Nestle is to go in for Market Development Strategy and capitalize

on the growing concern of the Indian consumer of going in for health drinks.

(5) The aim is to place Nestle Fruit N Milk as the generic brand for health drink to a typical

middle class Indian consumer.

Product: Nestea

Position: Dogs


(1) With taste conscious Indian consumer, typically a middle class one, the morning has to

essentially begin with a cup of tea which suits the tongue and also gives a fresh start. But the

peculiarly lies in the diverse local flavours of tea, which essentially has to be perfect in order

to favour that brand.

(2) There lies the problem with Nestea. Though Nestle has been successful in the beverages

section world over, the diverse and typical taste tendered to by the Indian consumers is not in

favour of going in with one product suits all. It is for this reason that Nestea has not found

acceptance with the Indian consumer.

(3) But facts are not totally against Nestea. Tata Tea has been successful though it has also

one flavour and serves on a National basis. However the taste of Nestea has simply not been

accepted by the Indian consumer.


Comments:

(1) Though there is a possibility for Nestea to find acceptable from the consumers if some

amount of research and development is diverted towards the taste of Nestea but there are a

multifarious reasons for which divestment of Nestea is recommended.


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(2) Firstly, even if the taste of Nestea is changed, it is very hard to change the mindset of the

typical Indian consumer who are more attached to taste than to any other consideration in

case of tea.

(3) Secondly, Nestea, as a foreign brand of tea shall have to face the xenophobic attitude of

the consumer who prefer to consume local flavours or say variants of tea than any other

foreign tea as illustrated by Ruby Dust in Maharashtra Circle.

(4) Also, going into the local taste has never been the attitude of Nestle. Instead it has always

chosen to go in for making the foreign taste accepted to the local consumers. The same story

has been told by the success of Maggi Noodles, Nescafe, Kit Kat etc. and wherever it has

been unsuccessful, it has beenadvisable to disinvest the brand from the product line as has

been done for Nestle brand of waters.

Product: Milky Bar

Position: Dogs


(1) It become quite popular in and around the year 2000 but it never reached the stage of a

power brand.

(2) Primary tried by the Indian consumer as a craze which laid in trying the first nonbrown

chocolate, Nestle Milky bar was a sweet chocolate with cream colour. Thus the primary

acceptance of Milky bar was not based on its core qualities but on the basis of certain

peculiarities which it contained, differentiating it from other products in the same line.

(3) Milky Bar, as a chocolate, though has a growing market, yet it has been placed as a dog

on account of the inherent lack of core quality which makes it generic with chocolates. This

was the main reason why it was never considered a competitor by other chocolate

manufactures and the consumers also treated it so.


Comments:

(1) Milky Bar has lost the primary battle which it had with mindset of the unaware Indian

consumers who could never contemplate a non-brown chocolate.


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(2) The market positioning of Nestle Milky Bar has been only to children (as one can

contemplate from the advertisements which relate only to children in the age group of 10 -15)

and thus it has lost the adolescent consumer, which is also a major part of the entire

consuming segment of chocolates.

(3) The promotion style of Milky Bar has never been dominating. The advertisements have

been too soft and not too impressive. Thus success of Milky Bar requires rebuilding the

image of Milky Bar.

(4) The cost benefit analysis also shows that continuing with Milky Bar is expensive as the

amount required for its promotion and development has not led to the same amount of

returns.

Product:Nestle Dahi

Position: Dogs


(1) Majority of the consumers are unaware that Nestle offers a Dahi also.

(2) The launch of Nestle Dahi has been in select cities but there too only select outlets retail

it. (It is not offered in Patna)

(3) The concept of packaged Dahi is not being accepted by the consumer who prefers to play

it safe with the local manufacturer wherefrom he can keep a check on the qualitative content

of the product as well before consuming it.

(4) Thus, lack of a growing market makes Nestle Dahi to be placed in as a Dog.


Comments:

(1) Dahi is a product which is best if considered fresh. This traditional mentality of the Indian

consumer is the biggest barrier in the success of Nestle Dahi.

(2) The concept of packaged Dahi is yet to materialize in India. Therefore its launch by

Nestle is premature.


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(3) It is advisable to leave the avenue then to go in for market development in this case when

there is big risk of the failure of the entire investment to doom on account of the psychic

barrier of the consumers.

Product: Crunch and Munch

(Since both these chocolates of Nestle cater to the same market and are also similar in

composition and variety, they have been considered together in this case)

Position: Dogs

Reasons for present positioning: (1) Both the brands are non dominating, taste centric

chocolates in the bar category with not much association with any particular core quality

which they depict which differentiates them from other brands.

(2) The market is growing almost the right pace but the share of these two chocolates is not

considerable in the present market. Therefore they are classified as dogs.

Intended Placement:

Comments:

(1) Although if we proceed with this fact situation that these two brands are not doing well

and also they do not have a core competence upon which they can be promoted, the obvious

answer would be to disinvest them. However that is not suggested in the instant case.

(2) The primary reason for such is that these two brands are continuing on a no profit no loss

basis and though they do not offer much of prospects for Nestle in terms of contributing with

higher revenue, they in are in fact making Nestls presence felt in the chocolate market of

which only Kit Kat is a probably power brand for Nestle.

(3) Thus, the primary solution would be to continue with the brand such that Nestle keeps its

prospects open in the chocolate market and thus diversifies its risk of proceeding just with

one chocolate (Kit Kat and to some extent Bar One) especially when the disinvestment of

Milky Bar has also been suggested.


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SUGGESTIONS

The suggestions for each of the brands have been stated along with the brands in research

itself however there are certain general suggestion which is stated herein below.

(1) Nestle India, no doubt is a leading company in food business yet, it has to focus on its

distribution system and offer better incentives for retailers who have till date been clinging on

to its products only because of the great demand they carry despite the fact that there is not

much which Nestle offers to these retailers.

(2) Nestle India has to stop adopting a brand focus promotion strategy and also has to go in

for general promotional drive for the name Nestle itself. (Because majority of the consumers

do not know that Nestle has so many brands to offer. In fact a huge number of them related

Maggi as a different firm altogether than Nestle)

(3) Nestle India needs to do away with this attitude of every time trying to impose a foreign

taste on the local consumers. Instead, as regards the products which necessarily relate to the

taste satisfaction of the consumer, proper research and Indianization of the products is

essential.


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LIMITATIONS

(1) The data collected on the field considers a small sample only. Thus proper corroborative

research is required before taking any action based on the findings of the present study.

(2) The data for the nationwide figures of Nestle India is not widely available. Nestle India is

maintained as a subsidy of Nestle SA and thus proper reporting of its figures is not available.

This also poses a limitation as far as comparison of the results of the study with the national

figures is concerned.

(3) The factual matrix of Nestle brands, as analysed in this study, is based on a limited survey

of one city (Patna) thus the result may be incomparable with a similar study in other areas.

(4) Not much data was available as far the not to successful brands of Nestle were concerned.


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BIBLIOGRAPHY

BOOKS:

1. L. M. Prasad, Business Policy: Strategic Management, (Sultan Chand & Co., New Delhi,2001)

2. Meenakshi Gupta, Principles Of Management, (PHI Learning Private Limited,2009)

3.Biswajeet Pattanayak,Human Resource Management,( PHI Learning Private Limited,2009)

WEBSITES:

1.

(last visited on September 22, 2013)

2. (last visited on

September 22, 2013)

3.


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ANNEXURE I

(List of Nestle Products worldwide)


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ANNEXURE II

(List of Nestle Products offered in India)


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Principles of Management Project

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