A PROJECT REPORT On GOALS OF NESTLE Submitted by Parminder SINGH (063 !00!"!!

# In $artia% &u%&i%%ment '& t(e re)uirement* F'r t(e re+ard '& t(e de,ree OF -ACHELOR OF -.SSINESS A/0INISTRATION .nder t(e *u$er1i*i'n '& 0R 0ayan2 ,u$ta

Idea% in*titute '& mana,ement and te3(n'%',y (A&&i%iated t' Guru G'bind Sin,( Indra$ra*t(a uni1er*ity)

CERTIFICATE
Certificate that this project report titled GOALS OF NESTLE is the bonfide wor of !r" #ar$inder sin%h who carried o&t the research &nder $' s&per(ision" Certified f&rther that to the best of $' nowled%e the wor report here in does not for$ part of an' other project report or dissertation on the basis of which de%ree or award was confir$ed on an earlier occasion on this or an' other candidate"

!r !a'an %&pta

)
"

ii

PREFACE
*nitial in the one $od&le of the project+ which is allotted to $e+ GOAL SETT*NG is co(ered in this project report" The report contains (er' nice and well arran%ed topics related to the s&bject GOAL SETT*NG" The $ain contents of this project describes that $an' other topics which is co&ntable in the GOAL SETT*NG" The project report also contains a description of GOAL SETT*NG which is (er' i$portant for an or%ani,ation to wor fairl' in an en(iron$ent" O(erall this reports $' wor li e a %&ide for the s&bject GOAL SETT*NG"

iii

AC4NO5LI/GE0ENT
* wo&ld li e to ta e this opport&nit' to sincerel' than !r !a'an %&pta for his (al&able s&pport+ %&idance and s&%%estion" -nder his able to acco$plish $' project with confidence" * wo&ld also li e to than s $' friends and $' siblin%s who directl' or indirectl' helped $e in $' project" * wo&ld also li e to sincerel' than o&r ideal *nstit&te Of $ana%e$ent and technolo%' .here+ * spared $' ti$e to ha(e access to wide infor$ation on internet"

/ATE0 #LACE:

i(

O-JECTI6E
The st&d' of pricin% of Nestle different prod&cts and which techni1&es the' &se to $a2i$i,e the profit" .e st&d' the how Nestle increase their profit b' introd&cin% new prod&ct" .e ha(e done a co$parison of Nestle b' its co$petitors" The place Nestle has in $ar et" " .e ha(e st&died the on%oin% battle in the confiner' $ar et" So these are the objecti(es of the project"

TABLE OF CONTENTS
CONTENTS PAGE NO.

CERTIFICATE77777777777777777777777788(ii# PREFACE77777788877777777777777777777(iii# ANC4NO5LE/GE0ENT777777777777778777778(i1# O-JECTI6E OF ST./977777877777777777777788(1# chapter1: Introduction (1- 13) 1.1 2 1.2 ! 1." # 1.! 12 Chapter(1"- 22) 2.1 1& 2.2 1& 2." 1( 2.! 1# 2.& 2+ Chapter(23- 2') ".1 2! ".2 2& "." 2& ".! 2( ".& 21 Chapter(3(- 3)) 2: $eanin% Goa Goa mana%ement Types C)ara*tersti*s 3:#e!earch ,esear*) in of of Industry Company Swot Competetor Conceptua of review profi e ana ysis ana ysis di!cu!!ion %oa settin% or%ani'ation %oa %oa $ethodo o%& desi%n $et)odo o%y ,esear*) .ata O/0e*tives " Findin% of and frameworsour*e study ana &!i!

(i

!.1 "2 Chapter(3+- "() &.1 "1 &.2 !+

.ata *

ana ysis Conc u!ion

and and

findin%s !u%%e!tion Con* usion Su%%estions

Bibliography "1

(ii

CHAPTER ! INTRO/.CTION

3"3 *N/-ST56 5E7*E. Chocolate cons&$ption in *ndia is e2tre$el' low" Nestle do$inates the chocolate $ar et with abo&t 89: $ar et share" Cadb&r' has e$er%ed as a si%nificant co$petitor with abo&t 49: $ar et share" ;e' co$petition in the chocolate se%$ent is fro$ co<operati(e owned A$&l and Ca$pco+ besides a host of &nor%ani,ed sector pla'ers" There e2ists a lar%e &nor%ani,ed $ar et in the confectioner' se%$ent too" Leadin% national pla'ers are #arr'=s+ 5a(al%aon+ Candico and N&trine" !NC=s li e Cadb&r'+ #erfetti+ are recent entrants in the s&%ar confectioner' $ar et" Other co$petin% brands s&ch as GC!!F=s >ada$ bar " Chocolate cons&$ption in *ndia is e2tre$el' low" #er capita cons&$ption is aro&nd 3?9%$s in the *nternational areas+ co$pared to 8<? % in the de(eloped co&ntries" *n r&ral areas+ it is e(en lower" Chocolates in *ndia are cons&$ed as ind&l%ence and not as a snac food" *ndian chocolate $ar et %rew at the rate of 39: pa in @9=s and ?9=s+ dri(en $ainl' b' the children se%$ent" *n the late ?9=s+ when the $ar et started sta%natin%+ Nestle repositioned its /air' #rod&ct to an' ti$e rather than an occasional l&2&r'" *ts ad(ertise$ent foc&sed on ad&lts rather than children" NestleAs ;it ;at+ the first co&nt chocolate+ was la&nched in 3B99" /&e to its resistance to te$perat&re+ the chocolate has beco$e one of the $ost widel' distrib&ted chocolate in the co&ntr'" *n the earl' B9=s+ hi%h cocoa prices co$pelled $an&fact&rers to raise prod&ct prices si%nificantl'" The la&nch of wafer +chocolates and #er sp&rred (ol&$e %rowth in the $id B9=s" These chocolates positioned as snac food rather than on the ind&l%ence platfor$ co$pete with other Co$pan'" A stron% (ol&$e %rowth was witnessed in the earl' B9=s when Nestle

repositioned chocolates fro$ children to ad&lt cons&$ption" The $id B9=s saw the entr' of new pla'ers li e Cadb&r'+ which created cate%ories li e wafer chocolate and sp&rred %rowth"

C'n&e3ti'nery
Confectioner'+ processed food based on a sweetener+ which $a' be s&%ar or hone'+ to which are added other in%redients s&ch as fla(orin%s and spices+ n&ts+ fr&its+ fats and oils+ %elatin+ e$&lsifiers+ colorin%s+ e%%s+ $il prod&cts+ and chocolate or cocoa" inds accordin% to their Confectioner'+ &s&all' called 7e(e' in the Swit,erland+

preparation and based on the fact that s&%ar+ when boiled+ %oes thro&%h different sta%es fro$ soft to hard in the cr'stalli,ation process" T'pical of soft+ or cr'stalline+ cand'D s$ooth+ crea$'+ and easil' chewedD are fondants )the basis of chocolate crea$s) and f&d%eE t'pical hard+ non cr'stalline candies are toffees and cara$els" Other fa(orite confections incl&de no&%ats+ $arsh$allows+ the (ario&s for$s of chocolate )bars or $olded pieces+ so$eti$es filled)+ pastes and $ar,ipan+ cotton cand' )sp&n s&%ar)+ popcorn+ licorice" 5ecords show that confectioner' was &sed as an offerin% to the %ods of ancient Swit,erland" Fone' was &sed as the sweetener &ntil the introd&ction of s&%ar in $edie(al Swit,erland" A$on% the oldest t'pes of candies are licorice and %in%er fro$ the Far East and $ar,ipan fro$ Swit,erland" when with the de(elop$ent of special cand'< $a in% $achiner' it beca$e a >ritish specialt'" *n the Swit,erland the cand' ind&str' be%an to %row rapidl' d&rin% the $id<3?th cent&r' with the in(ention of i$pro(ed $achiner' and a cheaper process for powderin% s&%ar" *n 3B99 the first cand' bars were sold in ;it ;atE b' 3B89 cand' bars $ade &p al$ost half of Swit,erland confectioner' prod&ction" >' the 3B?9s ann&al world prod&ction of confectioner' totaled $an' $illions of ilo%ra$s"

3"4 CO0PAN9 PROFILE 3"4"3 6ISION OF NESTLE

a) Go(ernin% objecti(e: To deli(er s&perior shareowner ret&rns" b# #riorities: Growth+ efficienc' capabilit' Growt(: Their %rowth priorit' is represented b' the $antra H Fewer+ Faster+ >i%%er+ >etter" The' foc&s on n&$ber of ad(anta%ed %lobal and re%ional brands+ in(est in %ettin% their new prod&ct de(elop$ents into $ore $ar ets faster+ &se joined &p co$$ercial and $ar etin% pro%ra$$es to ha(e a bi%%er i$pact and &nderpin the whole plan b' e2ec&tin% their initiati(es better" Efficienc': Their efficienc' priorit' reco%ni,es that it is not eno&%h to %rowEthe' $&st also be $ore profitable" The' $aintain a relentless foc&s on cost and efficienc' b' red&cin% central f&nctions and costsE consolidatin% their b&sinesses and reconfi%&rin% their $an&fact&rin% and distrib&tion" Their (ision in to action will help increase their $ar%ins to $id<teens b' 4933 with the ai$ of deli(erin% $id<ter$ $ar%ins b' 4933" Capabilit': Their capabilit' priorit' ens&res the' contin&e to in(est in the ri%ht or%ani,ation and s ills to win" The' ha(e si$plified and stren%thened their or%ani,ation to a p&re<pla' confectioner' b&siness" The' $ana%e their co$$ercial strate%ies on a %lobal basis thro&%h their cate%ories of Wonka Chocolate+ !a%%i stron% f&nctional leadership"

3"4"4 6a%ue* '& Ne*t%e T(eir 1a%ue* are: #erfor$ance J : The' are passionate abo&t winnin%" The' co$pete in a to&%h b&t fairwa'" The' are a$bitio&s+ hardwor in% and $a e the $ost of their abilities" The' are prepared to ta e ris s and act with speed "JK&alit': The' p&t 1&alit' and safet'

at the heart of all of their acti(ities H their

prod&cts+ their people+ their partnerships and their perfor$ance" 5espect J : The' %en&inel' care for their b&siness and their collea%&es" The' listen+ &nderstand and respond" The' are open+ friendl' and the' co$in%" The' e$brace new ideas and di(erse c&sto$s and c&lt&res" *nte%rit' J : The' alwa's stri(e to do the ri%ht thin%" Fonest'+ openness and bein% strai%ht forward characteri,e the wa' the' do b&siness" The' ha(e clear principles and do what the' sa' the' will do" J5esponsibilit': The' ta e acco&ntabilit' for their social+ econo$ic and en(iron$ental i$pact" *n this wa' the' ai$ to $a e their b&siness+ their partners and their co$$&nities better for the f&t&re" Their >&siness #rinciples are their code of cond&ct and also ta e acco&nt of %lobal and local c&lt&ral and le%al standards" The' confir$ their co$$it$ent to the hi%hest standards of ethics and b&siness cond&ct

!8 83 C'm$any O1er1ie+ LA#AN FEA/K-ATE5S 7E7E6 S.*ME5LAN/

The co$pan' dates to 3?8@+ when two separate Swiss enterprises were fo&nded that wo&ld later for$ the core of NestlN" *n the s&cceedin% decades+ the two co$petin% enterprises a%%ressi(el' e2panded their b&sinesses thro&%ho&t E&rope and the -nited States" *n A&%&st 3?8@+ Charles and Geor%e #a%e+ two brothers fro$ Lee Co&nt'+ *llinois+ -SA+ established the An%lo<Swiss Condensed !il Co$pan' in Cha$" Their first >ritish operation was opened at Chippenha$+ .iltshire+ in 3?@C" *n Septe$ber 3?8@+ in 7e(e'+ Fenri NestlN de(eloped a $il <based bab' food+ and soon be%an $ar etin% it" The followin% 'ear+ 3?8?+ saw /aniel #eter be%in se(en 'ears of wor perfectin% his in(ention+ the $il chocolate $an&fact&rin% processE NestlN=s was the cr&cial cooperation that #eter needed to sol(e the proble$ of re$o(in% all the water fro$ the $il added to his chocolate+ and th&s
@

pre(entin% the prod&ct fro$ de(elopin% $ildew" Fenri NestlN retired in 3?@I+ b&t the co$pan'+ &nder new ownership+ retained his na$e as Farine LactNe Fenri NestlN" *n 3?@@+ An%lo<Swiss added $il <based bab' foods to its prod&cts+ and in the followin% 'ear the NestlN Co$pan' added condensed $il + so that the fir$s beca$e direct and fierce ri(als" *n 3B9I+ the co$panies $er%ed to beco$e the NestlN and An%lo<Swiss Condensed !il Co$pan'+ retainin% that na$e &ntil 3BG@+ when the na$e NestlN Ali$entana SA was ta en as a res&lt of the ac1&isition of Fabri1&e de #rod&its !a%%i SA )fo&nded 3??G) and its holdin% co$pan'+ Ali$entana SA of ;e$pttal+ Swit,erland" !a%%i was a $ajor $an&fact&rer of so&p $i2es and related foodst&ffs" The co$pan'As c&rrent na$e was adopted in 3B@@" >' the earl' 3B99s+ the co$pan' was operatin% factories in the -nited States+ -nited ;in%do$+ Ger$an' and Spain" The First .orld .ar created new de$and for dair' prod&cts in the for$ of %o(ern$ent contracts+ and b' the end of the war+ NestlN=s prod&ction had $ore than do&bled"
After the war+ %o(ern$ent contracts dried &p+ and cons&$ers switched bac to fresh $il " Fowe(er+ NestlN=s $ana%e$ent responded 1&ic l'+ strea$linin% operations and red&cin% debt" The 3B49s saw NestlN=s first e2pansion into new prod&cts+ with chocolate< $an&fact&re beco$in% the co$pan'=s second $ost i$portant acti(it'"

!83 S5OT ANAL9SIS

Nestle Schweppes was fo&nded in the 'ear 3?8@ b' Fenri Nestle" Nestle *ndia Li$ited ar$ of Nestle SA+ which holds a I3: sta e in the co$pan' "*t is one of the leadin%s branded processed food co$panies in the co&ntr' with a lar%e $ar et share in prod&ct li e instant coffee+ weanin% foods+ instant foods+ $il prod&cts+ etc" *t also has a si%nificant share in the chocolates and other se$i<processed foods $ar et" NestleAs leadin% brands incl&de Cerelac+ Nest&$+ Nescafe+ !a%%ie+ ;it ;at+ !&nch+ !il $aid" To stren%then its presence+ it has been the co$pan'As endea(or to la&nch new prod&cts at a bris pace and has been 1&ite s&ccessf&l in its la&nches"

Aim0 Appl' S.OT anal'sis to Cadb&r'As c&rrent sit&ation and its position to enter a
forei%n $ar et *t is i$portant to in(esti%ate on the internal and e2ternal en(iron$ental forces for the /air' !il in France" 5ele(ant or%ani,ational and ind&strial infor$ation is re1&ired for the de(elop$ent of a S.OT anal'sis" The anal'sis of the en(iron$ent and the consideration of the sit&ational factors when desi%nin% $ar etin% plannin%+ is critical as it wo&ld allow /air' !il to capitali,e on or%ani,ational stren%ths+ $ini$i,e an' wea nesses+ e2ploit $ar et opport&nities and a(oid an' threats

Stren,t(*
*n *ndia+ Nestle has so$e (er' stron% brands li e Nescafe+ !a%%ie and Cerelac" These brands are al$ost %eneric to their prod&ct cate%ories "Global food prod&cer+ located in o(er 399 co&ntries" Consistentl' one of the world+ lar%est prod&cers of food prod&cts+ with sales in the -SA in 499? of O39 billionE sales and earnin%s in 499? were better than e2pected+ e(en in a downt&rned econo$'+ Global sales in 499? topped O393 billion" 5epeatedl' ran ed as the worldAs lar%est bottled water co$pan' and ha(e set &p facilities to operate water reso&rces in a responsible $anner"

 *n 499? Nestle was na$ed one of A$ericaAs !ost Ad$ired Food Co$panies in Fort&ne $a%a,ine for the twelfth consec&ti(e 'ear" S&ccessf&l d&e in part of their &n1&estionable abilit' to eep $ajopr brands consistenc' in the forefront of cons&$erAs $inds b' reno(atin% e2istin% prod&ct lines+ eepin% $ajor brands fro$ slippin% into sat&rationPdecline and ha(in% s&perior access to distrib&tion channels" "

5ea2ne**e*
Generall'+ as Nestle has a wea position in the -S $ar et+ th&s+ need to chan%e its tar%et to a different location" >esides its lac of distrib&tion networ + it also has a s$all total of $ar et share alto%ether" Therefore in order to $ar et the prod&ct in France s&ccessf&ll'+ Nestle wo&ld ha(e to find o&t on how it can i$pro(e in order to ha(e %reat perfor$ance" *t is also %ood to find o&t what are the sit&ations that the' co&ld a(oid in order to be s&ccessf&l" *n order to $ar et prod&cts the followin% iss&es sho&ld be considered0 Growth in their or%anic food sales di(ision was flat in 499? +e(en tho&%h the ind&str' %rew ?"B:" General !illis is an e2perienced +established brands and are the $ar et leader in the -SA +howe(er +the' ha(e been lac in% in inno(ation + ha(e not cashed in on the boo$in% health food cra,e and ha(e been behind in creatin% new "niche prod&cts +especiall' in their 'o%&rt di(ision +where 6oplait is the onl' brand $a in% a profit" *n 499? +altho&%h their prod&cts did not carr' the recalled pistachios+ se(eral of their ice crea$ brands+ /r'erAs+ Edd'As and haa%en</a,s+were still pla%&ed with bad #5 and loss of sales"

O$$'rtunitie*
Thro&%h its confectionar' prod&ct line+ least to $ention is to b&ild (iable positions in #rioriti,ed $ar ets thro&%h or%anic %rowth and ac1&isition" >esides what is $ention abo(e+ Nestle has other opport&nities to ha(e $ar et de(elop$ent in 5&ssia and China"

39

The Ti$eo&t Cand' >ar $ar et is %rowin% worldwide" This co$pan' is also at the sa$e ti$e distrib&tin% its prod&cts (ia the internet H /e(elop Go&r$et Line" >esides de(elopin% the Low Calorie line of chocolates and sweets+ the' also offer the S&%ar Free sweets line" This has th&s opened a co$pletel' Nestle world in -S" Therefore in order to %et the prod&ct into a new forei%n $ar et+ France+ Nestle wo&ld ha(e %ood opport&nities in store for the$" Opport&nities are as follows0 *n toda'As health conscio&s societies +the' can introd&ce $ore health based prod&cts +and beca&se the' are a $ar et leader+ the' wo&ld li el' be $ore s&ccessf&l" #ro(ide aller%en free food ite$s+ s&ch as %l&ten free and pean&t free" Opened Nestle CafeAs in $ajor cities to feat&re Nestle prod&ct"

T(reat*
/&e to its confectionar' prod&cts+ it is (er' i$portant for Nestle to be aware of an' present or &pco$in% threats" The co$pan' sho&ld ta e note of the chan%es in the cons&$erAs b&'in% trend" *t is percei(ed that cons&$ers $i%ht shift fro$ chocolates to Fealth' snac s" *f this were to happen+ there $i%ht be a poor prod&ct de(elop$ent which wo&ld tarnish the NestleAs na$e" Needless to sa' price wars wo&ld occ&r between its co$petitors li e !ars+ Fershe' and Cadb&r'" /&e to the abo(e$entioned+ there wo&ld be seasonal sales sl&$ps all 'ear ro&nd which will reflect to an increase in cost of the raw $aterials needed" Nestle wo&ld then ha(e to be prepared for %rowth of s$all local %o&r$et chocolates and re%ional cand' $an&fact&rers" Fowe(er if Nestle were to $ar et its prod&cts in France+ the co$pan' has to be aware of the ris s it co&ld enco&nter" *t $i%ht0 An' conta$ination of food s&ppl'+ especiall' e<coil" Nestle has 'et to find o&t how this happened+ and is still in(esti%atin%" The' were affected b' the pet food recall in 499@+ in which BI different brands of do% and cat food were recalled d&e to conta$ination with rat poison" Also in 499@+ F/A learned that certain pet foods were sic enin% and illin% cats and do%s" F/A fo&nd conta$ination in (e%etable proteins i$ported into the &nited states fro$ chine and &sed as in%redients in pet food"

33

 The' ha(e $ajor co$petitors+ li e Fershe'As+ Cadb&r' HSchweppes+ lindt and Ghirardelli+ ;ello%%s+ post+ starb&c s+ beech<n&t+ K&a er+ Fein,+ frito<la'"

3"G CO0PETITOR ANAL9SIS

!8;8! CA/>-56 *N/*A Cadb&r' do$inates the chocolate $ar et with abo&t @9: $ar et share" Nestle has e$er%ed as a si%nificant co$petitor with abo&t 49: $ar et share" *n the earl' B9=s+ hi%h cocoa prices co$pelled $an&fact&rers to raise prod&ct prices si%nificantl'" The la&nch of wafer+ chocolates ;it ;at and #er sp&rred (ol&$e %rowth in the $id B9=s" These chocolates positioned as snac food rather than on the ind&l%ence platfor$ co$pete with bisc&its and wafers" A stron% (ol&$e %rowth was witnessed in the earl' B9=s when Cadb&r' repositioned chocolates fro$ children to ad&lt cons&$ption" The $id B9=s saw the entr' of new pla'ers li e Nestle+ which created cate%ories li e wafer chocolate and sp&rred %rowth"

!8;8 A$&l )GC!!F) The 5s 4+@G?<crore GC!!F is in chocolate se%$ent since 1&ite so$e ti$e" Fowe(er+ its $ar et share is j&st I: and the co$pan' did not loo a%%ressi(e till recentl'" A$&l chocolates &sed to co$e in not so attracti(e pac a%es and (er' little $ar etin% effort was seen" >&t thin%s ha(e chan%ed and for %ood" A$&l is now an i$portant pla'er in this %rowin% chocolate ind&str'" *t has fir$ed &p its $eas&res with $ar etin% and new prod&ct la&nches and re(a$pin% its pac a%in%" A$&l j&st recentl' la&nched new chocolate brands in the $ar et < 5ejoice+ ;ite >ite and N&ts Qbo&t 6o&" A$&l tar%eted (ario&s se%$ents with its new prod&ct+ incl&din% ho&sewi(es fro$ SEC A

34

and > ho&seholds+ caterers+ ba eries+ resta&rants+ bisc&it $an&fact&rers+ ice<crea$ parlo&rs+ and confectioners"

!8;83 CA!#CO )Central Arecan&t and Cocoa

!an&fact&res and #rocessors Co<operati(e)

CA!#CO willin%l' too &p the responsibilit' to enter the cocoa $ar et As a strate%' for s&r(i(al in the *nternational scene the CA!#CO pla'ed a $ajor role in establishin% a na$e for *ndian Cocoa+ which hitherto had not been achie(ed" *t proc&red cocoa pods fro$ %rowers and adoptin% scientific processin% $ethods to $ar et standards+ released dr' cocoa beans $atchin% in 1&alit' in the world $ar et e1&al to that of Ghana+ >ra,il and other cocoa c&lti(ation nations" After enterin% into the Cocoa $ar et+ the Co<operati(e was able to e2port Cocoa >eans worth 5s G9 $illion to E&ropean co&ntries in the initial phase of operations" *ndia was not nown as a Cocoa prod&cer in the international Tradin% Co$$&nit'+ since 'earl' prod&ction was hardl' I to 8 tho&sand tones which is not e(en 9"C: of the total world cons&$ption" Thro&%h s&stained efforts CA!#CO has been able to ens&re reasonable prices to Cocoa %rowers" The Co<operati(e had to face the proble$ of a li$ited internal $ar et and &n re$&nerati(e e2port $ar et" .ith the settin% &p of the chocolate $an&fact&rin% factor' at #&tters+ I9;! fro$ !an%alore+ the Co<operati(e has been able to increase local cons&$ption of cocoa based prod&cts and to e2port (al&e added se$i< finished prod&cts" .ith a (iew to creatin% a per$anent de$and and a stead' $ar et for the beans

3C

CHAPTER CONCEPT.AL /ISC.SSION

3G

CHAPTER CONCEPT.AL /ISC.SSION

4"3 0EANING OF GOAL A ,'a% or 'b<e3ti1e is a projected co$p&tation of affairs that a person or a s'ste$ plans or intends to achie(eDa personal or or%ani,ational desired end<point in so$e sort of ass&$ed de(elop$ent" !an' people endea(or to reach %oals within a finite ti$e b' settin% deadlines *t is ro&%hl' si$ilar to p&rpose of ai$+ the anticipated res&lt which %&ides reaction+ or an end+ which is an object+ either a ph'sical object or an abstract object+ that has intrinsic (al&e 4" GOAL SETT*NG Goal<settin% ideall' in(ol(es establishin% specific+ $eas&rable+ attainable+ realistic and ti$e<tar%eted objecti(es" .or on the %oal<settin% theor' s&%%ests that it can ser(e as an effecti(e tool for $a in% pro%ress b' ens&rin% that participants ha(e a clear awareness of what the' $&st do to achie(e or help achie(e an objecti(e" On a personal le(el+ the process of settin% %oals allows people to specif' and then wor towards their own objecti(es D $ost co$$onl' financial or career<based %oals" Goal<settin% co$prises a $ajor co$ponent of #ersonal de(elop$ent" A %oal can be lon%<ter$ or short<ter$" 4"4"3 Short<ter$ %oals Short<ter$ %oals e2pect acco$plish$ent in a short period of ti$e+ s&ch as tr'in% to %et a bill paid in the ne2t few da's" The definition of a short<ter$ %oal need not relate to an' specific len%th of ti$e" *n other words+ one $a' achie(e )or fail to achie(e) a short<ter$ %oal in a da'+ wee + $onth+ 'ear+ etc" The ti$e<fra$e for a short<ter$ %oal relates to its conte2t in the o(erall ti$e line that it is bein% applied to" For instance+ one co&ld $eas&re

3I

a short<ter$ %oal for a $onth<lon% project in da'sE whereas one $i%ht $eas&re a short< ter$ %oal for so$eoneAs lifeti$e in $onths or in 'ears" #lanners &s&all' define short< ter$ %oals in relation to a lon%<ter$ %oal or %oals" and all of the people li e to wor and wor hard on there achie(e$ents" 4"4"4 #E5SONAL GOAL *ndi(id&als can set personal %oals" A st&dent $a' set a %oal of a hi%h $ar in an e2a$" An athlete $i%ht r&n fi(e $iles a da'" A tra(eler $i%ht tr' to reach a destination<cit' within three ho&rs" Financial %oals are a co$$on e2a$ple+ to sa(e for retire$ent or to sa(e for a p&rchase" !ana%in% %oals can %i(e ret&rns in all areas of personal life" ;nowin% precisel' what one wants to achie(e $a es clear what to concentrate and i$pro(e on+ and often s&bconscio&sl' prioriti,es that %oal" Goal settin% and plannin% )R%oal wor R) pro$otes lon%<ter$ (ision and short<ter$ $oti(ation" *t foc&ses intention+ desire+ ac1&isition of nowled%e+ and helps to or%ani,e reso&rces" Efficient %oal wor incl&des reco%ni,in% and resol(in% all %&ilt+ inner conflict or li$itin% belief that $i%ht ca&se one to sabota%e one=s efforts" >' settin% clearl'<defined %oals+ one can s&bse1&entl' $eas&re and ta e pride in the achie(e$ent of those %oals" One can see pro%ress in what $i%ht ha(e see$ed a lon%+ perhaps i$possible+ %rind" 4"3 GOAL !ANAGE!ENT *N O5GAN*SAT*ON Or%ani,ationall'+ %oal $ana%e$ent consists of the process of reco%ni,in% or inferrin% %oals of indi(id&al tea$<$e$bers+ abandonin% no lon%er rele(ant %oals+ identif'in% and resol(in% conflicts a$on% %oals+ and prioriti,in% %oals consistentl' for opti$al tea$< collaboration and effecti(e operations" For an' s&ccessf&l co$$ercial s'ste$+ it $eans deri(in% profits b' $a in% the best 1&alit' of %oods or the best 1&alit' of ser(ices a(ailable to the end<&ser )c&sto$er) at the best possible cost" Goal $ana%e$ent incl&des0

Assess$ent and dissol&tion of non<rational bloc s to s&ccess Ti$e $ana%e$ent Fre1&ent reconsideration )consistenc' chec s) Feasibilit' chec s 38

Adj&stin% $ilestones and $ain<%oal tar%ets

!orten Lind and L"5as$&ssen distin%&ish three f&nda$ental cate%ories of %oals related to technolo%ical s'ste$ $ana%e$ent 3" #rod&ction %oal 4" Safet' %oal C" Econo$' %oal An or%ani,ational %oal<$ana%e$ent sol&tion ens&res that indi(id&al e$plo'ee %oals and objecti(es ali%n with the (ision and strate%ic %oals of the entire or%ani,ation" Goal< $ana%e$ent pro(ides or%ani,ations with a $echanis$ to effecti(el' co$$&nicate corporate %oals and strate%ic objecti(es to each person across the entire or%ani,ation" The e' consists of ha(in% it all e$anate fro$ a pi(otal so&rce and pro(idin% each person with a clear+ consistent or%ani,ational<%oal $essa%e" .ith %oal<$ana%e$ent+ e(er' e$plo'ee &nderstands how their efforts contrib&te to an enterprise=s s&ccess" An e2a$ple of %oal t'pes in b&siness $ana%e$ent0

Cons&$er %oals0 this refers to s&ppl'in% a prod&ct or ser(ice that the $ar etPcons&$er wants #rod&ct %oals0 this refers to s&ppl'in% a prod&ct o&tstandin% co$pared to other prod&cts perhaps d&e to the li es of 1&alit'+ desi%n+ reliabilit' and no(elt' Operational %oals0 this refers to r&nnin% the or%ani,ation in s&ch a wa' as to $a e the best &se of $ana%e$ent s ills + technolo%' and reso&rces Secondar' %oals0 this refers to %oals which an or%ani,ation does not re%ard as priorities

3@

4"G T9PES OF GOALS 4"G"3 #F6S*CAL GOAL These are the %oals that are related to 'o&r ph'sical well bein% and health" *f 'o& need to loose wei%ht+ or i$pro(e 'o&r ph'sical condition and health in so$e wa'+ 'o& will need to set these %oals 8;8 CA5EE5 GOAL .here do 'o& want to be in 'o&r career fi(e 'ears fro$ now+ ten 'ears fro$S *n what position 'o& see 'o&rself and what 'o& will do to reach there+ what ind of (al&e addition 'o& will do to 'o&r s ills+ both hard and soft+ will fall &nder career %oals 8;83 F*NANC*AL GOAL .hen are 'o& plannin% 'o&r retire$ent+ what ind of ho&se 'o& want to li(e in+ what ind of car 'o& want to dri(e+ where 'o& want to %o for (acation+ what ind of ed&cation do 'o& want to afford for 'o&r childrenT Answer to all these will depend on 'o& financial plannin%+ and achie(e$ent of 'o&r financial Goal Settin% 8;8; 5ELAT*ONSF*# U FA!*L6 GOAL 5elationships and 'o&r fa$il' are one of the bi%%est assets that 'o& $a' ha(e" Fow will 'o& i$pro(e 'o&r old friendships+ and $a e new onesT .hat will 'o& do for 'o&r spo&se+ children+ parents+ %reater fa$il'+ so as to ta e these relationships to a %reater depthT *t is worth it to set %oals in this area to ha(e a f&lfilled life"

4"G"I SELF /E7ELO#!ENT U S#*5*T-AL GOAL

A person is li e a fr&it" As lon% as 'o& are %reen 'o& are %rowin%" *f 'o& stop %rowin% 'o& ripen and fall to %ro&nd" One of the %reatest blessin%s of h&$an life is 3?

the lifelon% abilit' to learn" So+ eep learnin%+ eep %rowin% internall'" Set %oals for i$pro(in% 'o&r attit&de+ self i$a%e+ faith etc" #eople those who are spirit&all' hi%her enjo' better self i$a%e+ better relationships+ and $ore financial s&ccess as the' ha(e stron%er faith" Spirit&al &p lift$en is an i$portant p&rpose of all h&$an life and one sho&ld set %oals in this area of self de(elop$ent 8;86 #LEAS-5E GOAL As the children of God it is 'o&r ri%ht to enjo' and ha(e pleas&re" Set %oals for 'o&r enjo'$ent and how 'o& are %oin% to spend ti$e for 'o&rself" Goals $a' be set for entertain$ent+ learnin% new art or for ta in% &p new hobbies

4"G"@SOC*AL GOAL
!ore often 'o&r s&ccess will be $eas&red b' what 'o& do for the societ' rather than 'o&r personal achie(e$ents" As a h&$an bein% it is 'o&r responsibilit' to %i(e bac to societ' $ore than what 'o& recei(e fro$ it" An' %oals that 'o& set for this p&rpose are Social Goals" *f 'o& loo at the abo(e %oals caref&ll' 'o& will see that all these %oals are act&all' interdependent" For e2a$ple how well 'o& will do financiall' depends on 'o&r pro%ression in 'o&r career" Si$ilarl' 'o&r career+ relationships will depend on the le(el of 'o&r personal and spirit&al de(elop$ent as well as 'o&r ph'sical well bein%" The t'pe of pleas&re that 'o& will be able to afford and e(en so$e of the relationships that 'o& will enjo' will be dependent on 'o&r career and financial sit&ations" Of co&rse 'o& will not want to e2pand 'o&r fa$il' if 'o& can not afford it financiall'" So+ while settin% a %oal+ 'o& sho&ld ta e into consideration different aspects of 'o&r life" Then onl' 'o& will be able to enjo' a balanced s&ccess" *f 'o& set %oals that are onl' $aterialistic in nat&re+ s&ch as onl' career %oals and financial %oals+ while ne%lectin% other %oals in life+ chances are that 'o& will do well in these two areas+ b&t will be stressed o&t+ b&rned o&t+ and &nhapp' at that the end of it" Fere+ * wish to $a e $'self clear" * a$ not a%ainst acc&$&lation of wealth+ b&t in its fa(ors" !an'+ people sa' that too $&ch $one' is bad+ or $one' is e(il" * do not belie(e in it" !one' is a %reat indices of s&ccess+ and can brin% i$$ense jo'" *n this

3B

$aterial world it can %i(e 'o& power to help others+ and do a lot of other thin%s" *t is bad or e(il when $one' beco$es 'o&r %od" *t is e(il+ when 'o& r&n after $one'+ th&s sacrificin% e(er'thin% else that will &lti$atel' $atter+ s&ch as 'o&r (al&es+ relationships+ health and e(ent&all' $ental peace" *t is o&r attit&de towards $one' that can be %ood or bad+ not $one' itself" This was abo&t the t'pes of %oals" *n the ne2t pa%es * ha(e tried to %i(e 'o& a clear %&ideline for settin% %oals and achie(in% the$

4"I CFA5ACTE5ST*CS OF GOAL

*n order for the %oals to be effecti(e the' sho&ld be S!A5T+ i"e" Specific+ !eas&rable Attainable+ 5ewardin% and Ti$e bo&nd" *f an' of these in%redients is $issin%+ it will not be possible for the %oals to f&lfill their p&rpose

4"I"3SPECIFIC .hat is it that 'o& want+ fro$ a partic&lar %oalT .hat 'o& want to achie(eT E(er'thin% $&st be clearl' specified" For e2a$ple+ 'o& want to b&' a car" *t can not be %oal if 'o& sa' an' car will do" 6o& ha(e to be specific abo&t the details s&ch as the $a e+ $odel+ color+ interiors+ and the price" *t is better to write the$ down and stic it on the wall or door of refri%erator or an' place where 'o& can see it e(er' ti$e" *f the %oal has a pict&re+ p&t it &p" These specific details pro%ra$ 'o&r s&b<conscio&s $ind+ and 'o&r foc&s shifts fro$ the obstacles to the efforts that 'o& can $a e to attain the %oal 4"I"4!EAS-5A>LE 6o& need to identif' the 1&antifiable aspect of the %oal" This wa' 'o& will be able to $eas&re 'o&r pro%ress+ and act&all' re$ain $oti(ated" For certain inds of %oals 'o& $a' not be able to $eas&re the res&lts+ especiall' for relationship %oals or spirit&al %oals+ b&t 'o& can alwa's record the acti(ities that 'o& are doin% that will ta e 'o& towards the %oal

49

4"I"CATTA*NA>LE Settin% %oals that are &nrealistic can act&all' ha(e a ne%ati(e effect rather than positi(e one" *t is %ood to stretch 'o&rself a bit+ so that 'o& can %row $ore towards 'o&r potential+ b&t it $&st not be so$ethin% that is i$possible So$e people set %oals+ $ore to i$press others" !an' ti$es people set to be real &nattainable %oals so that the' can later bla$e their fail&re on the %oal that was i$possible to start with" These inds of &nrealistic %oals can lead to fr&stration" So+ set %oals that $a' be diffic&lt and challen%in% b&t not i$possible

4"I"G5E.A5/*NG 6o& want to b&' that drea$ car of 'o&rs" For that 'o& are wor in% hard and increasin% 'o&r inco$e and sa(in%s" >&t wh'T .h' do 'o& want to b&' that partic&lar carT Fow will 'o& feel while ta in% o&t 'o&r fa$il' in itT The feelin% that 'o& %et on achie(in% the %oal is the reward that will eep 'o& $oti(ated in face of challen%es and obstacles and pre(ent 'o& fro$ 1&ittin%" These rewards co&ld be of different t'pes based on the t'pe of %oals disc&ssed in last pa%e" *t co&ld be positions in 'o&r career+ $aterial rewards based on 'o&r financial well bein%+ ph'sical+ spirit&al+ or relationships oriented

4"I"IT*!E>O-N/ The final in%redient of S!A5T %oal is that it $&st be ti$e bo&nd" *t $&st not be too short+ as it will $a e the %oal &nattainable+ and not be too $&ch" Ti$e is one of the prices that 'o& are pa'in% for the %oal+ and 'o& $&st %i(e it ti$e that the %oal is worth" Settin% deadline will also ins&re 'o& a%ainst procrastination and perfectionis$" >ased on the ti$e %oals co&ld be either Lon% ter$ )39 to 4I 'ears)+ $edi&$ ter$ )I<39 'ears)+ or short ter$ )3<I 'ears)" There will also be $onthl' %oals+ wee l' %oals and dail' %oals" The bi%%er %oals in the life $&st be set first and an action plan prepared to achie(e the$" These bi%%er %oals are &s&all' the lon% ter$s %oals or life %oals" The action plan of these lon% ter$ bi% %oals will contain s$aller $edi&$ ter$ %oals with their own indi(id&al action plans+ which in t&rn will contain e(en s$aller %oals till the' boil down to $onthl' and dail' %oals" As the %oals beco$e s$aller+ 'o& will see that the' beco$e $ore specific and $eas&rable" These s$aller %oals are e2tre$el' i$portant as the' eep 'o& 43

on 'o&r toes and eep 'o& $o(in% towards the bi%%er and bi%%er %oals in 'o&r life" These s$all %oals pro(ide 'o& dail' $oti(ation to perse(ere and help 'o& to %row towards 'o&r potential" .hen 'o& consistentl' achie(e 'o&r dail' %oals+ 'o& achie(e $onthl' %oals a&to$aticall'" .hen 'o& achie(e $onthl' %oals+ 'o& will achie(e 'o&r short<ter$s %oals+ and then $edi&$ and in the end lon% ter$ %oals" Fowe(er+ %oal settin% is a contin&o&s e2ercise" Lon% ter$s %oals of toda' will beco$e $edi&$ ter$ to$orrow and $edi&$ ter$ will beco$e short ter$"

44

CHAPTER 3 RESEARCH 0ETHO/OLOG9

4C

CHAPTER 3 RESEARCH 0ETHO/OLOG9

*t refers to the $ethod adopted to collect the rele(ant data and other infor$ation+ which for$s the basis of the thesis writin%" So for the effecti(e writin% of the thesis report+ the data $&st be 1&alit' oriented" !' research is di(ided into two sta%es0 38! RESEARCH /ESIGN *n order to prod&ce e$pirical e(idence+ data collection is necessar' in a partic&lar location" The process of disco(er' re1&ires pri$ar' as well as secondar' data+ which ha(e to be collected &sin% appropriate $ethods and techni1&es+ incl&din% ho&sehold s&r(e's and rapid appraisal $ethods" The st&d' incl&ded both Re2plorator'R and Re(al&ationR anal'sis" An anal'sis was done &sin% RwithR and Rwitho&tR project sit&ations in order to see the co$parati(e ad(anta%es and disad(anta%es of alternati(e and traditional ener%' technolo%ies" .ith and witho&t project sit&ations refer to the areas with and witho&t project inter(ention b' the 5&ral Ener%' /e(elop$ent #ro%ra$ )5E/#) Additional pri$ar' data was %athered fro$ e' people s&ch as wo$en=s %ro&p leaders+ co$$&nit' leaders+ the (illa%e elders+ ener%' de(elop$ent %ro&p+ pro$otersPfacilitators+ project staffs and professionals thro&%h &sin% participator' research $ethods" Efforts were $ade to a(oid so$e data collectin% errors s&ch as co(era%e error )not allowin% e(er' ho&sehold in the st&d' area to ha(e an e1&al chance of bein% sa$pled)+ sa$plin% error )onl' so$e $e$bers bein% as ed to pro(ide infor$ation)+ and $eas&re$ent error )obtainin% inacc&rate answers to s&r(e' 1&estions d&e to &nclear 1&estions or instr&ctions+ tendenc' to pro(ide sociall' acceptable answers+ and deliberatel' l'in%)" Fa(in% an &p<to<date ho&sehold pop&lation list+ rando$ sa$plin%+ indirect 1&estionin% and tr&st b&ildin% with the respondents $ini$i,ed these errors" >efore the field data collection too place at (ario&s le(els+ a considerable ti$e period was %i(en to the literat&re re(iew to b&ild &p the stron% theoretical bac %ro&nd of the st&d'" An in depth re(iew of the literat&re helped to &nderstand the iss&es of r&ral

4G

ener%'+ %ender and ener%' iss&es+ and inter(entions and s&stainabilit' in depth to identif' the position of other scholars in the field" C"4 !ETFO/OLOG6 !ethodolo%' is a wa' of thin in% abo&t and st&d'in% social realit' and is a wa' to s'ste$aticall' &nderneath the reasons behind the pheno$enon" The $ethodolo%' followed for cond&ctin% the st&d' incl&des the specification of research desi%n+ sa$ple desi%n+ 1&estionnaire desi%n+ data collection and statistical tools &sed for anal',in% the collected data"

383 5ESEA5CF F5A!E.O5;

"

4I

*n contrast the 1&alitati(e approach &ses (ario&s participator' research $ethods+ and s$all case st&dies with an e$phasis on a %ender anal'sis fra$ewor " *nfor$ation collected thro&%h 1&antitati(e approaches was anal',ed and interpreted &sin% appropriate statistical tools and techni1&es" K&alitati(e infor$ation was cate%ori,ed accordin% to %ro&ps of para$eters and interpreted in a descripti(e wa'" * &sed the trian%&lation of $ethods in order to a(oid an' biases in data so&rces s&ch as ho&sehold s&r(e' and participator' research $ethods and the' were &sed in conj&nction with the e(idences s&pported thro&%h the re(iew of literat&re" 38; /ATA SO.RCE 38;8! Primary /ata < The rele(ant infor$ation has been %enerated fro$ the $edi&$ of inter(iews" *nter(iew had been (er' helpf&l in anal',in% the infor$ation collected fro$ secondar' data" The data that are still needed after that search is co$pleted will ha(e to be de(eloped specificall' for the research project and are nown as pri$ar' data. An important sour*e of primary data is survey research. The (ario&s t'pes of s&r(e's )personal+ $ail+ co$p&ter+ and telephone)+ are described ahead" E2peri$ents are another i$portant so&rce of data for $ar etin% research projects" E2peri$ents are cond&cted in either a laborator' settin% )$ost ad(ertisin% cop' pretests) or in a field settin% )test $ar etin%)" Electronic and co$p&ter technolo%ies ha(e re(ol&tioni,ed both these en(iron$ents+

38;8

Se3'ndary /ata< Secondar' data represents infor$ation that alread' e2ists

so$ewhere+ ha(in% been collected for another p&rpose" The secondar' data that are a(ailable are relati(el' 1&ic and ine2pensi(e to obtain+ especiall' now that co$p&teri,ed biblio%raphic search ser(ices and databases are a(ailable" The (ario&s so&rces of the secondar' data and how the' can be obtained and &sed are described ahead" !ost secondar' data are %enerated b' speciali,ed fir$s and are sold to $ar eters to help the$ deal with a cate%or' of proble$s" NielsenAs tele(ision ratin%s+ which $ar eters &se in $a in% ad(ertisin% decisions+is the best< nown e2a$ple" !an' of these ser(ices+ broadl' cate%ori,ed as a&dits+ co$$ercial s&r(e's+ and panels+ allow so$e de%ree of

48

c&sto$i,ation and th&s fall between secondar' and pri$ar' data" These so&rces are treated in detail ahead" The secondar' data so&rces that ca$e to be &tili,ed b' $e in these were as follows< I Interna% S'ur3e*< *nternal so&rces can be classified into fo&r broad cate%ories0 (a# A33'untin, re3'rd*0 The basis for acco&ntin% records concerned with sales is the sales in(oice" The &s&al sales in(oice has a si,able a$o&nt of infor$ation on it+ which %enerall' incl&des na$e of c&sto$er+ location of c&sto$er+ ite$s ordered+ 1&antities ordered+ 1&antities shipped+ dollar e2tensions+ bac orders+ disco&nts allowed+ date. (,# Sa%e* &'r3e re$'rt*0 Sales force reports represent a rich and lar%el' &ntapped potential so&rce of $ar etin% infor$ation" The word potential is &sed beca&se e(idence indicates that sales personnel do %enerall' not report (al&able $ar etin% infor$ation" Sales personnel often lac the $oti(ation andPor the $eans to co$$&nicate e' infor$ation to $ar etin% $ana%ers" (3# 0i*3e%%ane'u* re3'rd*0 !iscellaneo&s reports represent the third internal data so&rce" #re(io&s $ar etin% research st&dies+ special a&dits+ and reports p&rchased fro$ o&tside for prior proble$s $a' ha(e rele(ance for c&rrent proble$s" (d# Interna% e=$ert*0 One of= the $ost o(erloo ed so&rces of internal secondar' data is internal e2perts" An internal e2pert is an'one e$plo'ed b' the fir$ who has special nowled%e"

II8 E=terna% S'ur3e*< E2ternal so&rces can be classified in to se(en cate%ories (a# C'm$uteri>ed databa*e0 A co$p&teri,ed database is a collection of n&$eric data andPor infor$ation that is $ade co$p&ter<readable for$ for electronic distrib&tion" (b# A**'3iati'n*0 Associations fre1&entl' p&blish or $aintain detailed infor$ation on ind&str' sales+ operatin% characteristics+ %rowth patterns+ and the li e" F&rther$ore+ the' $a' cond&ct special st&dies of factors rele(ant to their ind&str'" These $aterials $a' be

4@

p&blished in the for$ of ann&al reports+ as part of a re%&lar trade jo&rnal+ or as special reports" (3# G'1ernment a,en3ie*0 Federal+ state+ and local %o(ern$ent a%encies prod&ce a $assi(e a$o&nt of data that are of rele(ance to $ar eters" *n this section+ the nat&re of the data prod&ced b' the federal %o(ern$ent is briefl' described" (d# Syndi3ated *er1i3e*0 A wide arra' of data on both cons&$er and ind&strial $ar ets is collected and sold b' co$$ercial or%ani,ations" (e# /ire3t'rie*0 An' so&nd $ar etin% strate%' re1&ires an &nderstandin% of e2istin% and potential co$petitors and c&sto$ers" S&ppose 'o& were as ed to prepare a report on the forest prod&cts ind&str'+ to aid 'o&r or%ani,ation in de(elopin% a sales and $ar etin% approach to l&$ber $an&fact&rers" A n&$ber of ser(ices and directories wo&ld pro(e &sef&l" A %eneral ind&str' director' s&ch as Thomas Register of American Manufact&rers is a %ood startin% place (&# Ot(er $ub%i*(ed *'ur3e* 0 There is a (irt&all' endless arra' of periodicals+ boo s+ dissertations+ special reports+ newspapers+ and the li e that contain infor$ation rele(ant to $ar etin% decisions" (,# E=terna% e=$e3t*0 E2ternal e2perts are indi(id&als o&tside 'o&r or%ani,ation whose job pro(ides the$ with e2pertise on 'o&r ind&str' or acti(it'" State and %o(ern$ent officials associated with the ind&str'+ trade association officials+ editors and writers for trade and p&blications+ financial anal'sts foc&sin% on the ind&str'+ %o(ern$ent and &ni(ersit' researchers+ and distrib&tors often ha(e e2pert $ar etin% proble$s" nowled%e rele(ant to

4?

C"I O-JECTI6ES OF ST./9 3" The st&d' of pricin% of Nestle different prod&cts and which techni1&es the' &se to $a2i$i,e the profit" 4" .e st&d' the how Nestle increase their profit b' introd&cin% new prod&ct" C" .e ha(e done a co$parison of Nestle b' its co$petitors" G" The place Nestle has in $ar et" I" .e ha(e st&died the on%oin% battle in the confectioner' $ar et" 8" .hat are the diffic&lties+ which Nestle faces+ in past 'ears"

4B

CHAPTER ; FIN/ING AN/ ANAL9SIS

CHAPTER ; FIN/INGS AN/ ANAL9SIS

C9

Per3enta,e '& $e'$%e eatin, 3('3'%ate

1(( *( ( 1! t E a ! t .e! t North

This pie chart shows that 89 : of the people eat chocolate which is act&all' (er'
-tr

e2citin% res&lts for the co$panies especiall' for the Nestle beca&se it do$inates al$ost 89: of the total confectionar' $ar et "onl' G9: of people do not eat chocolate"it is a (er' %ood res&lts which can reall' $oti(ate the co$pan' to increase its prod&ction and $a2i$i,e its profit b' sellin% $ore chocolates in the $ar et"

C3

/i&&erent brand* '& 3('3'%ate t(at $e'$%e u*ua%%y eat

This dia%ra$ shows the interest of the people towards different brand" *t re(eals that Nestle is the $ost pop&lar brand in the $ar et" !ost n&$ber of people prefer Nestle" *t also indicates the nestle is the closest ri(al of Nestle which has the second hi%hest sale after Nestle" *t is (er' %ood res&lt for the Nestle as it $oti(ates the co$pan' to increase its prod&ction " so that its $a2i$i,e its profit" And contin&e to do$inate in both do$estic and international $ar et"

C4

Number '& t(e $e'$%e +(i3( a+are '& t(e 3am$ai,n '& t(e brand*

This is a pie chart which clearl' re(eals that how $an' cons&$ers in the $ar et are aware of the different ca$pai%n which is c&rrentl' %oin% on in the $ar et" *t is 1&ite sad that onl' IG: percent people in the $ar et are aware of the ca$pai%n and the re$ainin% people are not aware of s&ch ca$pai%n" *f co$pan' want to $a2i$i,e its sale then it reall' ha(e to $a e the people aware of the followin% ca$pai%n" And $a e the people nows abo&t it prod&ct"

CC

/i&&erent $r'du3t '& Ne*t%e in t(e mar2et t(at $e'$%e %i2e*

Nestle has $an' prod&ct in the $ar et which the' offers to the people" So$e of the$ are+ Cr&nch+ ;it ;at+ S$arties and laff' taff' "

Crunch
Aero brand was introd&ced in the North of En%land in 3BCI as the =new chocolate= and pro(ed so pop&lar that sales were e2tended thro&%ho&t the -; b' the end of the sa$e 'ear" >' 3BC8+ the pop&larit' of Aero chocolate e2tended to New 6or " The brandAs s&ccess co$es fro$ its &ni1&e b&bbl' te2t&re" The wa' the b&bbles collapse and then $elt on 'o&r ton%&e creates a delicio&sl' s$ooth chocolate sensation" O(er the 'ears the pop&larit' of the brand has spread and toda' the Aero brand is enjo'ed in $an' co&ntries incl&din% Canada+ A&stralia+ So&th Africa and Lapan"

CG

So$e thin%s 'o& j&st don=t o&t%row" NestlN Crunch chocolate bar H with a &ni1&e co$bination of rich $il chocolate and crisped rice < is one of the$" Since 3BC? the NestlN Crunch brand has been brin%in% o&t the id in people all o(er the world"

Kit Kat

Ha1e a brea2? (a1e a Kit Kat8 /eli%htin% cons&$ers all o(er the world+ Kit Kat brand is a fa(o&rite chocolate treat than s to its li%ht wafer te2t&re and delicio&s chocolate taste+ freshness and (ariet' of for$ats" A perfect snac to enjo' as part of a balanced diet"

CI

Smarties

The delicio&s nibble e(er'one lo(esS Colorf&l coated chocolate confectioner' in a (ariet' of indi(id&al+ $&lti<pac or special occasion for$ats" A lon%<ti$e fa(orite in $an' co&ntries incl&din% the -;+ Ger$an'+ A&stralia+ So&th Africa and Canada" *nitiall' na$ed =Chocolate >eans=+ the Smarties brand has held a special place in people=s hearts since 3BC@" Contin&o&s prod&ct i$pro(e$ents+ incl&din% a shift to no artificial colo&rs or fla(o&rs+ ens&re that Smarties brand re$ains a pop&lar choice for ids and ad&lts ali e"

C8

Laffy Taffy
NestlN -; red&ced the pac a%in% on Smarties and other NestlN brand chocolate Easter

Wonka brand opened its doors in 3B?C" Since that ti$e+ the Wonka brand has been dedicated to the art of prod&cin% f&n+ inno(ati(e+ hi%h<1&alit' confections for cand' lo(ers of all a%es" .on a candies incl&de0 Wonka Chocolate, Nerds, Nerds 5ope+ Sweetarts, Shockers, Spree, aff! Taff!, Runts, "#erlasting $o%stopper, ik&M&Aid 'un (ip, )i*! Sti*, +ottle Caps, Ka,oo,les and $ummies" The .ill' Wonka Cand' Factor' is owned b' NestlN -SA *n

C@

A1ai%ibi%ity '& NESTLE in t(e mar2et

This dia%ra$ clearl' re(eals of the a(ailabilit' of the Nestle chocolate in the $ar et" *t indicates that n is easil' a(ailable in the $ar et and people has no diffic&lt' in b&'in% these chocolate" *f an' co$pan' wants to capt&re a $ajor share in the $ar et then it has to $a e its prod&ct easil' a(ailable in the $ar et" So that people can fa$iliari,e with the$ and sho&ld tr' the"

C?

ThatAs wh' Nestle do$inates the whole $ar et b' capt&rin% 89: share of the $ar et beca&se its prod&ct is ea

T'ta% 3'n&e3ti'nary *e,ment *(are

This fi%&re clearl' re(eals abo&t the total confectionar' se%$ent share in the $ar et"the hi%hest share in confectionar' $ar et is choco bars with C@"I:" The second hi%hest share is s&%ar confectionar' share with CC"8:"G&$ share is 33"8:+ Child no(elt' is C"4:+ Assort choco is 4"4:+ >loc choco is 39"B: and strips share is 3"3:" So this is the total confectionar' se%$ent share"

CB

G"3 /ATA ANAL6S*S AN/ F*N/*NG After anal',in% the data we ca$e to concl&sion that Nestle is the $ost pop&lar brand in the $ar et" *t nearl' do$inates abo&t 89: of the total confectionar' $ar et" " Nestle has e$er%ed as a si%nificant co$petitor with abo&t 49: $ar et share" ;e' co$petition in the chocolate se%$ent is fro$ co<operati(e owned A$&l and Ca$pco+ besides a host of &nor%ani,ed sector pla'ers" There e2ists a lar%e &nor%ani,ed $ar et in the confectioner' se%$ent too" E(en tho&%h nestle has 49: share in the $ar et b&t still it is (er' far awa' fro$ Nestle" Nestle co$pletel' do$inates the whole confectionar' $ar et" .hate(er prod&ct Nestle $ade it is co$pletel' able to sell in the $ar et" >eca&se Cadb&r' $an&fact&res 1&alit' prod&cts"*n the Chocolate Confectioner' b&siness+ Nestle has $aintained its &ndisp&ted leadership o(er the 'ears" So$e of the e' brands are Nestle is Cr&nch+ ;it ;at+ S$arties and Laff' Taff'"

G9

CHAPTER @ CONCL.SION AN/ S.GGESTION

G3

@83 Concl&sion Nestle Schweppes prepares financial state$ents beca&se0 V As a listed co$pan'+ it is le%all' re1&ired to do so" Nestle Schweppes wants to co$$&nicate a tr&e and fair pict&re of the financial state of the co$pan' to its shareowners and e2ternal anal'sts" The co$pan' (al&es transparenc' and honest' and ai$s to reflect this is all its co$$&nications+ both internall' and e2ternall'" Nestle won the Co$$&nication of Corporate Strate%' Award at the #rice water ho&se Coopers =>&ildin% #&blic Tr&st= awards in 4998" This p&blicl' reco%ni,ed the hi%h standards of the co$pan'=s reportin%0 =a hi%hl' accessible o(er(iew of its short<ter$ strate%'+ $ajor $ar ets and $eas&rable J#rice pla's an i$portant role in the p&rchase of a prod&ct li e dair' $il the' ha(e introd&ced dair' $il the $ost pop&lar chocolate in 5s"I also which is within the reach of e(er' c&sto$er" Cons&$er prefers 1&alit' %oods at lower price li e Nestle people j&st introd&ced b'tes+ which is a snac + which is sweet" JCons&$er is lo'al to brand so itAs necessar' to pa' attention to the brand i$a%e" *n toda'As world $ost of the people see the i$a%e of the prod&ct and then p&rchase it" So itAs necessar' to $a e an i$a%e in $ar et" JCons&$er prefers those %oods whose ad(ertise$ents are shown on tele(ision" J#rice sho&ld be accordin% to the co$petitorAs price "i"e the price of Nestle sho&ld be less or sa$e as the co$petitors price"

G4

I"4 S-GGEST*ON There sho&ld be difference in pricin% strate%' of Nestle i"e" in ter$ of r&ral and &rban areas" *t sho&ld show $ore and $ore ad of the chocolates that it is offerin%" For E2a$ple+ Nestle onl' e$phasis on ;it ;at chocolate the $ost and not the other prod&cts" J*t sho&ld introd&ce different sche$es li e %i(in% $as to the children with their prod&ct to attract children the $ost" JThe pac a%in% of the Nestle prod&ct sho&ld be $ade $ore attracti(e so that $ore and $ore people attracti(e towards it" E(er' c&sto$er li es chan%es if not the' %et &sed to it b&t the' sho&ld ta e ris "

GC

-I-LIOGRAPH9

www"nestleindia"co"in

www"findarticles"co$

www"nestle"co"&

www"econo$icti$es "co$

www"wi ipedia"or%

GG