Harvard Case - Nestlé, Shared Value and KitKat Diplomacy
"Nestlé, Shared Value and KitKat Diplomacy" Harvard business case study is written by Geoffrey G. Jones, Sabine Pitteloud. It deals with the challenges in the field of General Management. The case study is 22 page(s) long and it was first published on : Jul 13, 2022
At Fern Fort University, we recommend that Nestl' continue its commitment to "KitKat Diplomacy" and expand its shared value initiatives by strategically leveraging its global presence, brand recognition, and operational expertise to address critical societal challenges. This strategy should focus on building long-term partnerships with governments, NGOs, and local communities, fostering sustainable agricultural practices, and promoting responsible consumption. By integrating these principles into its core business operations, Nestl' can create a more resilient and ethical supply chain, enhance its brand reputation, and contribute to a more equitable and sustainable future.
2. Background
This case study explores Nestl''s 'KitKat Diplomacy' approach, where the company uses its iconic KitKat brand to foster positive relationships with governments and communities in emerging markets. The case highlights how Nestl' has navigated complex political and social landscapes, leveraging its global reach and brand power to build bridges and promote understanding.
The main protagonists of the case are:
- Nestl': A multinational food and beverage company with a long history of operating in diverse markets.
- KitKat: A globally recognized chocolate confectionery brand with a strong brand image and loyal customer base.
- Emerging Markets: Countries with significant growth potential but often facing challenges related to poverty, inequality, and infrastructure development.
- Governments and Local Communities: Key stakeholders in emerging markets who play a crucial role in shaping Nestl''s operations and influencing its brand perception.
3. Analysis of the Case Study
This case study can be analyzed through the lens of shared value creation, a framework that emphasizes the interconnectedness of business success and societal well-being. Nestl''s 'KitKat Diplomacy' exemplifies this concept by demonstrating how the company can create value for both its shareholders and the communities it operates in.
Key elements of Nestl''s approach:
- Strategic Partnerships: Nestl' has forged strong relationships with governments and local communities, often acting as a catalyst for development initiatives.
- Brand Leverage: The iconic KitKat brand acts as a powerful tool for building trust and goodwill, enabling Nestl' to engage with diverse audiences.
- Operational Expertise: Nestl''s global reach and established supply chain infrastructure provide a platform for implementing sustainable practices and supporting local economies.
- Social Responsibility: Nestl''s commitment to ethical sourcing, responsible manufacturing, and community engagement aligns with its shared value strategy.
Applying frameworks to the analysis:
- Porter's Five Forces: Nestl''s 'KitKat Diplomacy' helps mitigate competitive rivalry by building strong relationships with key stakeholders, fostering a positive brand image, and creating barriers to entry for competitors.
- SWOT Analysis: Nestl''s strong brand, global reach, and operational expertise are key strengths, while potential challenges include political instability, ethical concerns, and competition from local brands.
- Balanced Scorecard: Nestl' can utilize the Balanced Scorecard to measure the impact of its shared value initiatives across financial, customer, internal processes, and learning & growth perspectives.
4. Recommendations
To further enhance its shared value strategy, Nestl' should:
- Expand 'KitKat Diplomacy' initiatives: Invest in building stronger relationships with governments and communities in emerging markets, focusing on initiatives that address local needs and promote sustainable development.
- Embrace a 'triple bottom line' approach: Integrate social and environmental considerations into all business decisions, measuring performance not only by financial metrics but also by social impact and environmental sustainability.
- Develop a comprehensive sustainability strategy: Implement sustainable agricultural practices throughout its supply chain, reduce its environmental footprint, and promote responsible consumption among consumers.
- Foster innovation and collaboration: Invest in research and development to create innovative products and packaging that address societal challenges, partnering with NGOs, universities, and other stakeholders to accelerate progress.
- Enhance transparency and accountability: Publish regular reports on its social and environmental performance, engaging with stakeholders to ensure transparency and accountability.
5. Basis of Recommendations
These recommendations are based on:
- Core competencies and consistency with mission: Nestl''s core competencies in brand management, global operations, and product development align with its mission to 'enhance quality of life and contribute to a healthier future.'
- External customers and internal clients: These recommendations address the needs of both external customers seeking ethical and sustainable products and internal stakeholders expecting responsible corporate behavior.
- Competitors: By embracing shared value principles, Nestl' can differentiate itself from competitors and gain a competitive advantage in the long run.
- Attractiveness ' quantitative measures: While quantifying the impact of shared value initiatives can be challenging, Nestl' can leverage metrics such as customer satisfaction, employee engagement, and environmental performance to assess the effectiveness of its strategy.
- Assumptions: These recommendations assume that Nestl' is committed to long-term sustainability and is willing to invest in building trust and goodwill with its stakeholders.
6. Conclusion
Nestl''s 'KitKat Diplomacy' demonstrates the potential of shared value creation to drive both business success and societal progress. By strategically leveraging its brand, operations, and resources, Nestl' can contribute to a more equitable and sustainable future while enhancing its brand reputation and securing its long-term success.
7. Discussion
Other alternatives:
- Focusing solely on financial performance: While this approach might yield short-term gains, it could alienate stakeholders and damage Nestl''s reputation in the long run.
- Adopting a purely philanthropic approach: While charitable giving can be beneficial, it may not be as impactful as integrating social and environmental considerations into core business operations.
Risks and key assumptions:
- Political instability: Operating in emerging markets exposes Nestl' to political risks that could disrupt its operations and impact its brand image.
- Ethical concerns: Nestl''s commitment to ethical sourcing and responsible manufacturing is crucial to maintaining its reputation and avoiding potential scandals.
- Competition from local brands: Nestl' needs to be mindful of competition from local brands that may have a better understanding of local needs and preferences.
8. Next Steps
Nestl' should:
- Develop a detailed implementation plan: Outline specific initiatives, timelines, and resource allocation for its shared value strategy.
- Establish key performance indicators (KPIs): Track progress towards its sustainability goals and measure the impact of its initiatives.
- Engage with stakeholders: Regularly communicate with governments, NGOs, communities, and investors about its progress and solicit feedback.
- Continuously learn and adapt: Monitor the evolving landscape of sustainability and adapt its strategy accordingly.
By taking these steps, Nestl' can solidify its position as a responsible and sustainable global corporation, creating shared value for both its business and the world around it.
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Case Description
The case revolves around the decision on March 23, 2022 by Mark Schneider, the chief executive of Swiss-based Nestlé, to withdraw the emblematic Kit Kat chocolate bar from sales in Russia in response to the invasion of Ukraine in the previous month, although not its infant food and medical/hospital nutrition, and other businesses deemed essential to the local population. The decision is set against Nestlé's long tradition of neutrality that enabled it to operate in countries regardless of their political system and human rights policies, as well as the corporation's more recent embrace of Michael Porter's shared value paradigm. The case facilitates discussion of the usefulness of the shared value concept, and more broadly provides a vehicle to debate the ethical role and social responsibility of transnational corporations in contexts in which international norms are blatantly flouted.
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