Research On The Strategic Transformation Of Nestle Coffee In The China Market

In the context of China's economic and consumption growth,coffee imports are favored by more and more Chinese consumers.In 2017,China's coffee market reached 100 billion yuan,and coffee culture followed.Coffee has slowly surpassed the boundaries of beverages,and has developed into a fashion and taste in the Chinese market.It also reflects the deeper level of Chinese consumers' pursuit of high quality and modern life.In 1989,the classic slogan of Nestle Coffee “very good taste” officially landed in the Chinese market.After 30 years of development,Nestlé Coffee ranked first in the instant coffee category in the Chinese coffee market with a market share of 28.5%.As China's consumer income level continues to increase,the consumption behavior of coffee is becoming more mature,and the level of consumer demand is rising.Chinese consumers are unconsciously aware of the speedy market and the freshly ground coffee market.At the dividing line,the instant coffee and coffee fashion represented by Nestlé has been unable to meet the needs of consumers,and consumers are slowly turning to freshly ground coffee.This study takes Nestle Coffee as an example.Through literature research,case analysis,questionnaire survey,and systematic analysis,firstly,the origin,meaning,measurement,motivation and influencing factors of strategic change theory are reviewed.The relevant progress is comprehensively grasped to provide a basis for the presupposition theory;then,through the introduction of the case,the development status and main problems of Nestlé coffee are analyzed and elaborated,and the presupposition theory is proposed for the case;Strategic environmental analysis and SWOT analysis,the ST-strategy-based strategic change design and implementation plan for Nestlé Coffee in the Chinese market;Finally,for the strategic change driven by Nestlé Coffee,this study analyzes the source of Nestlé's strategic change.Defining the focus of the strategic changes promoted by Nestlé Coffee,drawing conclusions focusing on the business layer and product layer;changing through strategic content,scope of strategic change,possibility of strategic change,intensity of strategic change,strategy The duration of the change,the degree of strategic change in Nestle Coffee Through Nesten Coffee's strategic change motivation research and analysis,and sorting out the driving mechanism of Nestlé's strategic change,it is concluded that Nestlé's strategic change motivation drives external strategic changes,and the internal environment drives the design of strategic change.And the relevant conclusions of the implementation;through the analysis of Nestlé's initial strategy,external environment,corporate organization and corporate performance,the factors affecting the strategic change of Nestle Coffee were grasped.Finally,this study put forward four theoretical contributions and two points.Inadequacies.This article has a total of 12 pictures,4 tables,61 references.