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Cross Business Synergies: The Nestle Company


Identifying the cross-business synergies within the organization throughout its history

According to the research study, Nestle replicated its dairy district model that was primarily launched in Switzerland to ensure sufficient milk supplies in 1870s and modified it by adding value to it and facilitating the option of the product over the continents, example, Latin America, Asia, Caribbean, African and Inner Mongolia. This shows that the company acknowledged that choices differs across continents and by adding value to the original product (milk) to make it user friendly and available in other continents signifies a synergy which was created and captured.

Another important cross-business synergy in the history of the business is the Research and Development, R&D. Nestle realized the restrictions and challenges involved in starting a fresh company that will standalone and compete favourable with competition in a new market and for that reason, utilized the merged power of its businesses to invent services, Nescafe, (a soluble instant caffeine) by the assistance of its R&D team. Nescafe remain one of the greatest brands on earth and have improved the way we drink espresso across the world today by making coffee drinking fun, stylish, ready to use, high class and tastier. Also important is the production of another brand Nestea (an instant tea), and the chocolate powder Nesquik by the same drying process found in making Nescafe.

Furthermore, from the case study, Nestle reinvigorated Nesquik formerly sold by means of a powder found in milk into syrup form and into ready to drink types, this is also a very important combination business synergy for Nestle, which provided an easy access to espresso taking in in restaurants, hotels, cafe, and made the merchandise affordable, available, and to suit individual preference and choice. Another combination business synergy was at leveraging marketing approach which helped the company to build experience in various sections and invention of services through its Research laboratories to unveiling a program for growth which eventually more sales and generated increase market income. A significant cross-business synergies within the business is Earth (Global Business Superiority), this is a comprehensive information system which employed by Nestle to secure and bring together the business's businesses alongside one another under a common and unique technology infrastructure. Globe was employed by the company to fully capture data and to standardized data which is based on the same meanings and items.

This enables Nestle to truly have a unified system and dimension across its sections anywhere in the world, manage information, and create knowledge that may be transferred and distributed across its business units, and provided a better customer management system, thereby building customer self-confidence and promoting the quality of their products over the continents. Furthermore, Earth provided synchronization of data between manufacturers and suppliers, which led to a better order fulfillment. The system also enabled merchants to add new items to their store stocks by just pressing the mouse of these computer.

Another mix business synergy is the technology of new nutrition, health and wellness perspective by basic scientific research and state-of-the-art tools such as nutrigenormics. This allowed Nestle to improve consumer healthcare, fitness and weight management, by making their products healthier and minimizing fatty acids.

Corporate Growth Path of the business throughout its history

Figure 1 Commercial Growth Direction

From the research study, one of Nestle commercial growth came in direction of Horizontal integration. This symbolizes a horizontal integration because the business expanded frontward within the meals business by merging with a known food processing industry Anglo-Swiss Condensed Milk also a food business. The merger provided the business with more resources and capital to develop their products and later added Chocolate with their brand in 1905. (See shape 1. )

The growth persisted in the horizontal integration pattern and expanded abroad example, Britain, U. S. , Spain, and Germany, where they run their processing place. The growth within the industry persisted horizontally and allowed the company to broaden into Brazil, Australia, and established their presence in Singapore and Hong Kong. The company merged with Maggi, European countries large developer of food enhancer and ready food such as soup, which indicates that the company continued to grow and expand within its food industry.

Nestle persisted the string of growth on the horizontal integration way and purchased several businesses example, canned and frozen food, water in bottles and pet foods. Nestle diversified for the very first time outside the food industry, and in 1974, the company became a major shareholder in L'Oreal, one of the world's major producers of cosmetics, with a twenty five percent affinity for the French company. Nestle undertook a second step outside food industry by acquiring Alcon Laboratories, a U. S. company which customized in eye maintenance systems in 1977. This progress direction is named Horizontal Diversification, since it was the first time the company moved outside of its business industry.

The company persisted its growth in direction of horizontal integration under new management (Maucher period) and In 1985, bought the American food giant Carnation for $3 billion, which was regarded as one of the greatest in the annals of food industry during the time. From the research study, Nestle moved from the Agricultural and control root base and sold their Cocoa and processing plants closing their growth into the Backward Vertical Integration route and involvement with the supplier business. This pointed out that Nestle was moving in the Horizontal path and has kept their competitive advantages gained through the years by continuing in the same horizontal progress direction i. e. Horizontal diversification.

and Horizontal Integration. From your analysis, the copy writer is convinced that Nestle may no longer be enthusiastic about the Vertical growth direction, this can be information by the affirmation from its new CEO Brabeck who commented that the business want to lessen cost and devote more attention to other businesses that adds value There were also major acquisitions during Brabeck tenure which solidified the business position in key areas such as bottled water, coffee, glaciers cream, and infant solution, as well as the company decision to dissociate from the Agricultural and handling business

Thereafter, Ralston Purina was attained in 2001; the pet food business has become a recognized name around the world. The business diversified horizontally again during Brabeck tenure beyond its technology and traditional line of products and processing food towards a wider eyesight of nutrition, health and fitness. To continue its program for growth, the business made three important acquisitions: by acquiring Jenny Craig, a U. S chain of weight loss centre in 2006, providing Nestle a platform of getting into weight management. Novartis Medical Diet in 2007, which helped Nestle to fortify their position in the region of healthcare nutrition, and the Novartis's Gerber baby foods business in 2007, in that way extending Nestl's control in all the regions of infant nourishment. This revealed that the business became thinking about the professional medical and fitness business.

The commercial Management Mechanisms employed by Nestle to leverage its synergies

The three management mechanisms used by professionals to leverage synergies are: Centralization, Coordination and Standardization. These will be applied to the case study in order to go over the corporate management mechanisms used by Nestle to leverage its synergies already recognized in this task.

One of the synergies identified before in this task was the replication of Nestle milk area model in Switzerland by modifying the product. This was possible from the writer's point of view because the business maintained the same standardization process and technique which has already turned out successful in Switzerland. The business simply repeated the process and then added value to the product which eventually led to an improved quality for consumer satisfaction and then created the product to other countries, example, Britain, Germany, Spain, Asia and Australia, Africa etc.

Another corporate management mechanisms used by Nestle in leveraging its Research and Development are Coordination and Standardization. From your writer's viewpoint, the establishment of the study laboratories requires the coordination of Nestl's resources, activities, product offering and integration of its business units together to develop world class research laboratories, and Standardization integration resulted because the company used the same process to reproduce, enhance and re-invent services. Furthermore, other identified synergies were the reinvigoration of Nesquik at first sold in the powder form into syrup form. The management device applied in this process is standardization mechanism. According to the passing, Nestle used the same drying process in making Nescafe and re-invented it to create Nestea an instantaneous tea and Nesquik a syrup form.

Also appealing is the leverage of the GLOBE system using a standardized system, which synchronized data, improved information management and created knowledge that might be transferred across Nestl's business device and allowed customers to include new products to their inventories with a click of mouse. Again, the company's leverage

of market methodology which created a program for growth and increase sales was based on the standardized integration mechanism system from the writer's perspective. This is because Nestle sustained in the same level of progress, growth course and transferred the same management system already analyzed and applied in some countries into other continents, which led to a rapid expansion in sales and market revenue.

The 60/40 benchmark standard employed by the company to boost their nutrition, health and wellness and reduced fatty acids was also based on the standardized integration device. According to the CFO, the process was predicated on taking out salts, essential fatty acids and sugars and putting in omega 3, wholegrains and calcium to give it a wholesome profile.

The Future Circumstance for Nestl's corporate and business level strategy, predicated on the integrated business and portfolio group perspective

One of the future scenarios for Nestle corporate level strategy is: how the company can continue to be relevant and energetic and at the same time provide essential industry command in areas such as lasting sourcing while keeping products affordable

Firstly, based on the integration firm approach, the business should remain customer driven, always adding value to their products and bettering the quality of their products by emphasizing their core competencies. Nestle should respect competencies as the center of coordination and place their synergies in the centre with their company. They ought to continue to innovate and re-invent through their various R&D centre's, and combine their multi sections. The business should promote synergies more than responsiveness; they need to make acquisition infrequent and focus more on internal growth as stated by Bulcke the CEO.

Building their business core competence should remain their proper plan, while remaining tactical with their suppliers and sourcing of organic material. That is realizable by carrying on their strategy of buying their agricultural products directing from farmers and motivating continuity of their company business. These will ensure that prices are maintained low and affordable while the top quality is not affected. Besides, Integrated approach encourages looking after the brands to permit it remain highly relevant to customers in order to generate more sales.

Consequently, the writer thinks that reaching the near future ambition will be difficult using the stock portfolio approach. According to the portfolio methodology, responsiveness should be highly emphasized over synergies. That is risky since it may cause loss of synergies and brands. Nestle has several billionaire brands already founded around the world. It'll be unreasonable to associated risk losing any of them. Besides, profile approach does not encourage internal expansion but is well suited to diversification through acquisition, which is contrary to the CEO vision for the future growth route of the company from the research study. Portfolio perspective only leverage money and does not realize any synergies that are not financial related.

The second scenario is to comprehend how Bulcke intend to balance local autonomy with global coordination. Based on the integrated company approach, the company should balance local autonomy with global coordination by giving country managers affordable degree of autonomy in issues dealing with the customers, they should integrate resources, activities and position along multi business synergies. Such coordination of work across multi business unit boundaries will result in the ability to operate in such a way that seems like the various part were actually in one units. The business should place the organization centre at the forefront of competitive strategy. They ought to keep up with the standardization activities, example GLOBE which synchronized data and information system management over the businesses. Predicated on the portfolio methodology, the efficiency of the money flow and controlling the business risk are regarded as more important. Portfolio approach supports, activities and products offering to be break up along business unit lines, hence global coordination may be difficult to realize.

From the research study, Nestle future plan implies that the business will move towards a built-in organization approach. Corresponding to Bulcke, Nestle future expansion will come from internal progress. The business is re-focusing its corporate strategy from days gone by. Nestle intend to build on their primary competences and durability which according with their CEO is their products, R&D, global presence, people, brand profile and Nestle culture. In the writer's viewpoint, integrated procedure will reinforce the business's product profile on the market and keep them very competitive when you are focused, and devote more emphasis on producing and building their synergies alternatively than defending business unit responsiveness.

The company has gained great synergies by writing developments in their basic and applied sciences and research, which also helped to rapidly increase developments. Following integration approach will ensure that Nestle will not lose their synergies or its billionaire brands through lack of invention and creativity. Nestle R&D was identified as an excellent platform for future growth, therefore, the management need to continue to leverage it better by building on the key competencies produced by the team of researchers and experts, and integrating the multi-business systems, activities, resources, and looking after their brands by supporting R&D and technology programs.

Nonetheless, the copy writer believes that the business may not be able to realize their inside expansion ambition by adopting the portfolio group approach. It is because Nestle culture over the years has been anticipation and being proactive rather than reactive according to the CEO, which demonstrated that the business favours synergies rather than responsiveness. The company intends to focus more on reinforcing their brand, and taking advantage of their primary competence for progress which will not agree with the portfolio approach. In the grow direction craze shown in physique 1. It appears that the company are not seeking to enter any purchasers or distributor business or chasing new business opportunities towards vertical direction but instead concentrating on reinforcing their existing brand and building on the area of expertise.


This task has responded various questions based on the case study provided. The copy writer has recognized the synergies which has enabled Nestle to increase its businesses globally. The growth route of the business was also defined and reviewed with various analyses given. Furthermore, the writer outlined the management mechanisms which relate with corporate and business level strategy and related it to the research study. Finally, the near future scenarios of the company was outlined and discussed. Predicated on the conversations on integration and collection organization way, the writer is convinced that the company will be better suitable for realize its future eyesight and programs by implementing the integrated business approach. This project presented an interesting conversations and an insight into the history and activities of a huge food industry Nestle.


Martin, and Eisenhardt, 2001, : 3. Cross-business synergy: Recombination, modularity and the multibusiness team.

Bob De Wit and Ron M eyer. Strategy Process, Content, Framework, a global perspectives fourth editiomn.

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