A Competitive Audit of Nestles Milo Essay examples -- Business Manage

A agonistical audit of Nestles MiloI plan to produce a SWOT analysis, PEST analysis and a CompetitiveAudit on Milo. This is because Im going to need to produce a goodanalysis on the market place, if I intend to create the outstrip marketingstrategy. This is important because there ar a range of optionsavail able-bodied when creating a marketing strategy. Without these analyticalprocesses I will not be able to identify, which strategy isappropriate.I am going to produce a SWOT analysis to find out how effective Milois operating and what internal factors whitethorn influence its success. ASWOT analysis analyses the internal factors that may influence thesuccess of a business. The initials SWOT stand forStrengthsWeaknessesOpportunitiesThreatsStrengths and Weaknesses are internal factors within the fancy ofthe organisation. Opportunities and Threats are outside the control ofthe organisation. For example, products offered by competitors, ormarket forces such as seasonal fluctuation s in demand. It enables anorganisation to plan future activities by considering a number ofquestions such as* What are our Strengths? How can we build on them to ensure that we offer a better product than our competitors?* What are our Weaknesses? How can we freeze off them?* What are our Opportunities? How are we going to use them to attract new customers or increase the number of products that existing customers buy?* What are our Threats? How are we going to denigrate them so that they do not affect sales of our products?Here are the advantages and disadvantages of using a SWOT analysisAdvantages* determine strengths (value for money)* Identified opportunities for marketing* Identified weaknesses (problems to be addressed)* Identified threats* Structure for analysisDisadvantages* May contain biases (If based whole strategy on SWOT information without considering validity of using other(a) marketing tools could cause strategy to fail)* Results/Importance/Consequences nee d to be communicated to everyone in company to make it successful not just more paperwork* Prone to mankind error* Focus could become too diverse and loose main objectivesHere is a SWOT analysis on MiloStrengths* Only coffee tree energy drink* Unique selling point* Big sales in other countries* Part of Nestle (reputation) funds available for relaunch* ... ...ship and adverts in Australia* publicise on TV, bill boards etc* Sponsorships for large sports events* Last sponsor was the Rugby World Cup* Buy one plump on free* 25% pleonastic free etc* Boosts performance makes athletes go 25% longer* Advertisements on T.V, internet websites, bill boards, magazines, etc.To conclude all three process (SWOT, PEST and Competitive Audit) haveaffected my strategy and marketing decisions. The SWOT analysis hashelp me to acknowledge and comprehend my weaknesses, which will be abenefit because now I know my weaknesses all I need now is search fora way to eliminate them. The PEST analysis has drawn my awareness tothe external forces that may have an influence on the product (Milo).Therefore, when making marketing decisions the factors found will betaking into consideration. The competitive Audit has showed me whereMilos competitors are (what level they are on) which is also abenefit because I can see what Im up against, what I have to do toget ahead and whether Im disadvantaged in anyway. This is veryimportant in the competitive environment because as a competitor, youcannot allow rivals to gain advantages in any form or way.