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:
Is the market for FMCG in Australia increasing or decreasing? What are the trends? What are the trends suggesting?
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?
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.).
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).
Task 3 – Oral presentation – 10 mins – 10%
As a final element of this assessment task you are required to prepare and record a 10 minute presentation to the board of Nestle outlining your recommendations for their packaging decision based on your analysis of the Australian Fast Moving Consumer Goods Market (task 1), the additional research required and what it will tell Nestle (task 2) and the ethical considerations inherent in the options you are suggesting.
You are required to record your presentation using any recording software and also submit a PowerPoint presentation with notes pages showing the script you have prepared.

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