Day 8 in Japan (2)



The second station for 5.18 was Nestle. This is the first multinational company for us to visit in this program. Nestle is ranking the first pack-food company in the world. This is a Swiss company which I think is very interesting because as I know Switzerland is not famous on the production of coffee bean as Jamaica, but Switzerland could have a food company sell the coffee around the word. 



Nestle’s coffee is so popular that market driver for the coffee is nearly 80 percent. As the Nestle in Japan, it also was influenced by the Japanese social. As aging population becoming a serious problem within Japan, citizen pay more attention on the food health. This become a problem for Nestle which is quick, convenience but unhealthy food, because soluble coffee is a big part to its coffee beverage. To solve this problem, except improve the product itself, they also advertising its coffee. By cooperate famous Michelin chef, chef use Nestle soluble coffee to make delicious food. The outcome is very successful, many customer line up in the front of the restaurant waiting to taste the food.

Another impressive method that Nestle use to sell their coffee is they provide free coffee machine to their customer in the office public place. Their customer could enjoy the high-quality coffee easily and as the same time increase the interaction between the people. This machine is not just a self-reliance coffee machine. This BARISTA machine serves as a trigger for communication and interaction in office. From the relationship side, it also bound employee and family member together. Nestle is not just sell the product, the things they provide is beyond the product. They thing they provide is a service which associate people through coffee time and let them communicate with each other.

Nestle is not only selling coffee. It sold various types of production as a food and beverage company and has lots of brands. (More than 2000 branches) This made Nestle become a decentralize company so that local company has more power. I think this is one reason for Nestle become such a famous and globalize company. With more power, local company could adjust and renew their production like KitKat has different taste in different religions. For example, they have normal, fun size bag, and different taste like tea, strawberry of KitKat. It also has limited edition by various of location as a kind of souvenir. With those types of product, they broad their market and occupy a larger market share so that they could increase their sales quantity.

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