Responding to changing customer requirements: the drive towards Wellness
A Nestlé case study

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Page 3: Strategic development

A strategy is the means by which an organisation achieves particular ends. An agreed strategy answers the question "By what means are we going to achieve our objective?". For example, Nestlé's market research confirms that increasing numbers of consumers want to buy good tasting foods that can allow them to have healthier diets. Nestlé is keen to capture a greater share of this growing market. So Nestlé's ongoing strategy is to develop a 'Wellness' approach that builds on its tradition of producing nutritional products. Wellness is a condition of enhanced health, a physical state which is maintained by good diet, exercise and life habits. Wellness is also associated with a feeling of vitality and being in good shape.

In 2001, Nestlé's Chief Executive set out the company's vision when he stated: 'We want to grow from the respected and trustworthy food company that we are known as now, into a respected and trustworthy food, nutrition and Wellness company'. Nestlé's development of a strategy to promote Wellness is an evolution of the company's original commitment to nutrition and health.

Nestlé | Responding to changing customer requirements: the drive towards Wellness