Nestle Purina Pet Care Company

Nestle benefits from the use of a four-phase strategic planning process which has seen improvements over the years, as well as industry experts validation.  Nestle utilizes data obtained such as; market research, voice-of-the-customer, as well as workforce capabilities studies.  With this information Nestle is able to produce an annual plan, a three-year plan, as well as a three to five year long-term strategy to further analyze the retail industry, address current strategies, and also to develop new advantages within the market and over competitors. 


The balanced score card has allowed Nestle to become an industry leader in pet care products.  Nestle has almost twice the market share of the closest competitor.  Nestle's strategic planning incorporates the phase 'voice-of-the-customer data' where the company takes into account consumers thoughts, feelings, demands, or wants.  Its through this phase that allowed Nestle to take great strides in product safety and design which assisted in catapulting them to the head of the pack within their industry.

Nestle is successful from the customer perspective due to its reliance on voice-of-the-customer data.  Nestle lends their ear to their customers as well as industry consumers to gauge what is important to them.  Product safety ranks near the top of consumer concerns and through Nestle's strategic planning and production quality assurance Nestle's products rank at the top of companies within their industry.

Nestle's collection of important data such as; market research, voice-of-the-customer, as well as workforce capabilities studies.  Their focus on workforce capabilities studies has allowed the company to revamp safety protocols, as well as implement more stringent quality control measures to insure product safety, and appeal.

Nestle's 4 phase strategic planning process incorporates market research.  Its through this market research that allows Nestle to identify shortcomings within either the research and development, production, distribution, and or overall customer satisfaction.

SWOT analysis

Strengths

Owns twice the market share over the next closest competitor.  10% overall market growth within the past decade.

Weaknesses

Ranks in the top 5 percent of all major consumer packaged goods- with this said there is room for growth for Nestle.  

Opportunities

Nestle has the opportunity to improve upon its top 5 percent ranking in all major consumer packaged goods if more focus could be placed on product packaging and design.  Nestle's stringent data collection has assisted in providing consumers with safe products, more research will allow for this overall ranking increase.

Threats

With many competitors in this field of industry Nestle must continue to stay on track with its continuing 4-phase strategic planning process.  Keeping a keen eye and ear on the voice-of-the-customer data will continue to allow Nestle to remain the head of the pack, however, if complacency is allowed to seep in Nestle may run the risk of losing market share to one of its competitors. 

 I believe what sets Nestle apart from its competitors is the weight of measurement placed on the data point- voice-of-the-customer data.  Nestle lends a careful ear to the concerns and desires of the market consumer base- its this attention that keeps Nestle in the forefront of the pack.

Reference:

NIST. Nestle Purina PetCare Company. Baldridge Performance Excellence Program. (2010). Retrieved from: https://www.nist.gov/baldrige/nestle-purina-petcare-company