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雀巢公司英文简介院系：经2学院专业：1姓名：1学号：201010911.companyprofileNestel(Nestle)usinghisownnameforthebrandname,butitsnameintheEnglishlanguageiscomfortablysettleddownandsidemeans.Now,NestlécoffeehasbecomeChina'smarketsandtheworld'sleadingbrandofinstantcoffee.theproductsuchasNescafe1+2、NestleEspressoCoffee1+2、NescafeIce1+2、Nestlecoffee,alcohol100%purecoffeeproducts、NestleCoffee-Mate、NestleGoldCoffeeandsoon.Productperformance:theselectionofthefinestqualitycoffeebeansmainlyrawmaterials,throughthefinefirebaking,addcoffeemateandsugarwelldrinksfromthedeployment.Mellowflavor,smoothtexture,easytodrink,aredcan.Forthepeermarketleadingpositionintheirlivingbrand,isatypicalhigh-gradecoffee,thepriceishigher.Brandawareness:Formanyconsumers,Nestleisinstantcoffee.Intheinstantcoffeemarket,Nestleisundoubtedlytheleadingbrandsandoccupiedmostofthemarket.Thecorebrand:Nestlecoffee(Nescafe)thenameofthelanguageintheworld,aregivingafeelingofuncertainty,strengthentheNestlecoffeecanyounervous,tiredaftertheinjectionofenergy,makeyoufeelrelaxedmoment.2.Nescafebusinesshistory1866-1905Inthe1860sHenriNestlé,apharmacist,developedafoodforbabieswhowereunabletobreastfeed.Hisfirstsuccesswasaprematureinfantwhocouldnottoleratehismother'smilkoranyoftheusualsubstitutes.Peoplequicklyrecognizedthevalueofthenewproduct,afterNestlé'snewformulasavedthechild'slife,andsoon,FarineLactéeHenriNestléwasbeingsoldinmuchofEurope.1905-1918In1905NestlémergedwiththeAnglo-SwissCondensedMilkCompany.Bytheearly1900s,thecompanywasoperatingfactoriesintheUnitedStates,Britain,GermanyandSpain.WorldWarIcreatednewdemandfordairyproductsintheformofgovernmentcontracts.Bytheendofthewar,Nestlé'sproductionhadmorethandoubled.1918-1938AfterthewarGovernmentcontractsdriedupandconsumersswitchedbacktofreshmilk.However,Nestlé'smanagementrespondedquickly,streamliningoperationsandreducingdebt.The1920ssawNestlé'sfirstexpansionintonewproducts,withchocolatetheCompany'ssecondmostimportantactivity1938-1944NestléfelttheeffectsofWorldWarIIimmediately.Profitsdroppedfrom$20millionin1938to$6millionin1939.Factorieswereestablishedindevelopingcountries,particularlyLatinAmerica.Ironically,thewarhelpedwiththeintroductionoftheCompany'snewestproduct,Nescafé,whichwasastapledrinkoftheUSmilitary.Nestlé'sproductionandsalesroseinthewartimeeconomy.1944-1975TheendofWorldWarIIwasthebeginningofadynamicphaseforNestlé.Growthacceleratedandcompanieswereacquired.In1947camethemergerwithMaggiseasoningsandsoups.Crosse&Blackwellfollowedin1960,asdidFindus(1963),Libby's(1971)andStouffer's(1973).DiversificationcamewithashareholdinginL'Oréalin1974.1975-1981Nestlé'sgrowthinthedevelopingworldpartiallyoffsetaslowdownintheCompany'straditionalmarkets.NestlémadeitssecondventureoutsidethefoodindustrybyacquiringAlconLaboratoriesInc..1981-1995Nestlédivestedanumberofbusinesses1980/1984.In1984,Nestlé'simprovedbottomlineallowedtheCompanytolaunchanewroundofacquisitions,themostimportantbeingAmericanfoodgiantCarnation.1996-2002Thefirsthalfofthe1990sprovedtobefavorableforNestlé:tradebarrierscrumbledandworldmarketsdevelopedintomoreorlessintegratedtradingareas.Since1996therehavebeenacquisitionsincludingSanPellegrino(1997),SpillersPetfoods(1998)andRalstonPurina(2002).ThereweretwomajoracquisitionsinNorthAmerica,bothin2002:inJuly,NestlémergeditsU.S.icecreambusinessintoDreyer's,andinAugust,aUSD2.6bnacquisitionwasannouncedofChefAmerica,Inc.2003+Theyear2003startedwellwiththeacquisitionofMövenpickIceCream,enhancingNestlé'spositionasoneoftheworldmarketleadersinthisproductcategory.In2006,JennyCraigandUncleToby'swereaddedtotheNestléportfolioand2007sawNovartisMedicalNutrition,GerberandHenniezjointheCompany.3.corporatestructureForalongtime,companiesaresetbyfunctiondepartments,accordingtothemanagementofclassifiedmanagement,formedapyramidmanagementorganizationalstructure.Thiskindoforganizationstructurehasbeenmoreandmorenotadapttotherequirementofinformationsociety.Modulecombinationmarketingfromthebusinessdepartmentandbusinessdepartmentisdividedintoanumberofsmallerbusinessdepartmentandtheheadquartersunifiedmanagement,asaresult,themanagementorganizationstructureisgettingtheflatbecomethin,integratedmanagementstatusandroleismoreprominent,thenetworkorganizationstructureform.Thehierarchicalorganizationisthebasicunitofthetraditionalatacertainlevel,thecommandchainandnetworkorganizationsystemisthebasicunitofindependentbusinessunits.Thenestlemodulecombinationmarketing,makenetworkorganizationstructure,alsomakethenestlehasthecharacteristicsofthenetwork:oneistousespecialmeansofmarketinsteadofadministrativemeanstocontactbetweenthevariousbusinessunitsandtherelationshipbetweenthecorporateheadquarters.Networksystemstructureofmarketrelationshipisakindofbasedonthecapitalonthetransferofpropertyrights,mobilityandrelativelystablecommoditybusinessrelationship,afullrangeofmarketrelations.Second,onthebasisofnetworkorganizationstructurehasformedpowerfulvirtualfunctions.Eachindividualinthenetworksystemstructureofbusinessentitycanbeavarietyofwaystoborrowexternalresources,externalresourcestocombination,creati