- Assignment 2 – Case analysis – Nestlé
Task 1 - Report - 1,500 words - 40%
Given the information provided here about Nestle and this
packaging option, write a brief report of about 1,500 words about
the size of the FMCG market in Australia and in particular size
of the segments of people with special dietary needs and those
who are health conscious with recommendations for Nestle about
whether these are viable enough markets for them to change their
packaging to host the GDA information.
In your final recommendation you are also asked to address the
ethical and corporate social responsibility issues inherent in the
final decision for Nestle and demonstrate that you have considered
the company's business principals and ethical perspective in your
final recommendations. Make sure you include a statement of
how your final recommendation supports or doesn't support the
company's ethical position and justify your stance.
Use data that you find from secondary sources (the internet,
Australian Bureau of statistics etc.) for this report and present this
in tables and graphs to support your recommendations.
In your report consider the following information:
3.Is the market for FMCG in Australia increasing or decreasing? What
are the trends? What are the trends suggesting?
4.What proportion of people in Australia have special dietary needs and
can we (do we need to) differentiate these people from those who
just like to eat healthily that may also be assisted by this type of
packaging information?
5.What are the main groups of people with special dietary needs in
Australia? That is, what types of special dietary needs might be
most attracted to or need this information? (eg. Coleiac, diabetes
etc.).
6.What will the impact of not changing the packaging be, if any, on
these groups of consumers with special dietary needs?
Task 2 - Research plan - 1,500 words - 40%
Regardless of your final recommendation to Nestlé about whether
they should change their packaging in Australia or not, you have
also been commissioned as part of this report to design a plan of
research for Nestle to collect more information about consumer
buying habits in relation to FMCG and how strong the desire to eat
healthily is for the Australian population. There is only so much
information you can gather on this issue from secondary sources
and to make an informed decision Nestle really needs to have
some primary research conducted.
Your research plan should be approximately 1,500 words and
should include sufficient detail with theoretical justification for
how Nestlé might go about conducting this research including the
following elements:
a statement of the research question and objectives for this piece of
research;
a recommended research design and methodology justified and
supported with appropriate theory and evidence;
recommendations about the most appropriate sample unit and
sampling methodology (also with justification);
what data (questions) they would need answered – being as specific
as possible;
what analysis should be conducted with this data to address the
research questions (supported with theoretical justification).
