chiến lược sản xuất quốc tế của tập đoàn nestle

TRƯỜNG ĐẠI HỌC KINH TẾ TP HỒ CHÍ MINH
KHOA THƯƠNG MẠI-DU LỊCH-MARKETING
BỘ MÔN QUẢN TRỊ KINH DOANH QUỐC TẾ
Đề tài:
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
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Giảng viên
TP HCM 10/02/2012
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
 
 
 
  !"


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#$%&'"()*+,-(" " -(,%-
 ! 
/0123456
17896:;<4=>?@/?>A1B6?@#C?D
@E%&'"FG,HIJKL-(,%-D
M/N"(OP,LFLI,,Q-(,%-RD
M$,%STUKRV
MW,NFL,X"Y"Z[\"TUK" -(,%]R^
#"%_F\"K,J`FL()IZ[R^
#E"+,a"b"" -(,%]R

#E"+,a"b"" -(,%]R
/UKR
,["bFLI,,QR
-(,%]c,[R
#"Kd,J`,dc,[R
#$%&'"TUKef",$R
g?@#Ch
gP,LFLI,,QR
gN,$cRg
11#$%&'"()*+,ef",$i
4NFN()*+,Ri
-(,%-JNFN()*+,I,i
W"j"bJQ-(,%-"kef"Jl,L[m
"bFLI,,Q^
KL"nopR^
/'S"FL,",b"" op,KL"Ri
#kFN,SopRi
9$,JNq%\"m
9$,JNq%\"Rm
8),S"e$,JNq%\"RV
#$%&'"[KLR^
#&E,P-(".]r-(".]<%s^r^^tR
/K(,"(R
g#u,N,KL"
$,%HRg
2v#>1/1B62w=Rm

#$%&'"()*+,-(" " -(,%-
!"#$%&'
 K)T,$,KL"JJ-Uk,x%dFy(\a%" T K)'"

x#z,K,{J+,")""ef",,$yJU|,-K,}
LW~$J`,,N,&{L/L,N,&{Jb+,P,$yY"`"
T K)JKLLx"z,a,+,T•"K"",a"b"T
UK,,KL,$y
c,d""","JJb,&y"WTnTj,O,"$,(b",K%y
4&'"P,L,K[`,GT,$,€Y""","&"nGTc[Jf
JFyT K)FL(\"d,L"LX,,}""Jf, ,,$yK
JnY"!,"I)e(,,H,T•W"$%&'"" """,%y"nGT
c[JQk"•FL,P[I&EJfIn‚[U,PFLI,,QTUKy
"J%ƒK%c,KFc"HW"E`FL,",b",&y",P,d(,K
,KL"cYWLJGL" -(,%-„[`,,KW",*ef"
Ta%q,,$y„J,\"cW~&y"~$Ja[d[…"K",FL
,J&'"G,L"c"k"•-(,%-(…"K"!,T)jJ&W
e$,JFL~cIIJ!JXJQ",I,,QYX[W%',$"d,E
WYc,[%L[`,&y""nq%cUqULK"K()*+,Y%LE""",
ef",$s~Kq[")-(,%-tJ&yJ$JQT,"$""",&y",T
~$,,HUW,$[d(†"n" [P,P(…+,U~N,`,%d,,&{T
UK
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[`,,P,$TnTj$T,~N"K[PWT$,b"",$,YJG
W"$%&'"'I%‡Y""",(…"f,+,~d,(L
#!,e$,JN"k".]%L[l,L"bFPJ%L[`,,KW,$
[d" c,["J&'",HUJQJ&GT,$J+,&y"J%
2l"Uˆc""",,,$y,HI,I,,Q%_F\"2T-,&
"$%&'"[T-,(…T~K{,\"cJ&'"$""IHT"TKd,J`
ce)2u~`IH,K[`,",JG%L,fe$,JN(\,L"" "

#$%&'"()*+,-(" " -(,%-

,JnK~L,Q%HLY"!,(…JG"HIJ$"$%&'"FG()*+,#$%&'"
()*+,JnF,‰+,e,kK,P,dT K)cY""",
()*+,TUKJl"~c,"!,kJG"ŠW"$%&'"L#n[`,"$
%&'"()*+,,S"'I(…J&",F&',%,Jf, "d,Y[%d%',$"
ISY%',$FG(\L%‰" T"LJfFy()IZ[
n[*",L"[E(\!IJ‹FL&yUŒ,H,P" @9"NO
#,K(f,e,P,\"c~L,Q%HK[`,(fd•IFGq%\"FL,$
T$,b"FG/K(,"(n["‰lIG((n,"&"&,QT,""lT…
+,FGJG,LL
#!-[FkHJ&'"(\nI‡,}"JQKL,cEWJG,LŽ
g
#$%&'"()*+,-(" " -(,%-
#( )*+',* /0%12* *3!3-2*45*
4#6'*3,73
8( 9:;<=>?*@:@
*@:AB*@:A(,(?AAC@0?C*@:A(,D"n,(x"S,d,LIf
-F-Y@_Y %L,HIJKL,\"IZ[FLUU&‹%y+,,$yFy,a(f
g^^^^FFLg^^L[,,KL"4&'"(%HIj[mDD~x•-
-(,%]Yc""()IZ[" ",Jƒ"n[l"x$,""ef",,$y
<d[F""U‰()IZ[" ",,}".]Y&y"YT-[YFL,b"j,€-[J$,\"
cFL"j[(n"(b"T•-UU&‹Y"j[(n"FH,Y~T•KFLU&'"IZ[#"
,&Ec"S" -(,%]~Kq[-(" Y<--Y-(,-Y<K•-Y‘[,\"FL
K%%K(-
‚Tc[FL"""$%&'"TUKY""L%ƒJdK" -(,%-J&EJ
FyW,",b"J&,HIJKLL"LI,,QFLFW[dF&E,[""
ef"FLTXI"%",,$y-(,%-%%"nW~&y"J`,I,KT
UK"&,K"b,N,&{JQL"L"b,•FN,S(f[`," [P
,K%_F\",\"IZ[,,$y
8(8E!FG*@:@
a. Giai đoạn ra đời 1866-1905:

#,-(,%-J&'"(%HIFLKj[mDD~x•--(,%]Y[`,U&'"(_&{
@_f"4b"mD^•JƒI,[[`,%Kd(W~`,UL"KW,€(E(
T,Q~![•Y‚[)[,Š%c,€(,OFKFP(UU&‹L"" 
Fy()IZ[L%LJƒ"b(f[`,,€(KT,Q~!(W[•Kl"~+,T%Kd
,\"IZ[,,$(W[•LKT"{FHY()IZ[L(JnJƒ"nJ&'"
Ia~$,d#z
j[ mig ,d -F-  <-,-Y  L ()  *+,  (K„"K„%  L J ,$  y  (I HI Fy
-(,%]j[mmY,d@_2%%-’%(2Jƒ,dK[`,()IZ[,\"IZ[(O
U"""kJH,nUULTxJ`"K2p#K[I
b. 1905 – 1918:
-(,%]FL#,(W„@_(,HIj[V^g
j[V^iY#,Jƒ~X,Je[()*+,,d“"Y,N,&{*+,TZ%y,b
" nKJ&'"*U\x@IK-YqYFLK[~JQ""+I"K,N
,&{"”I,,Q"n
$,"""E(x()*+,FŒ"‰x"zY,Y(\TxJ" $"$,b
+,JƒWJKd[,k[%cFLIIf""()
IZ[L"L,xTnTjP,d,$(W,&ETXI"zJƒ~`"""L
[~&,+,")""q""+I" kJQJIb"" ,N,&{JN
I&E
2l,T""`""$,Jƒ,dK"[y,K%y"K""()IZ[(W~‚""'I
JqFy"SI -(,%][[`,(fL[c"n,dK#$,T$,,!"Y
#,Jƒ"n^L[FL()*+,,$yJƒ,jE+IJTQ,}j[V
D
#$%&'"()*+,-(" " -(,%-
c.1918-1938:
@\T$,,!"" #$,,$y[`,"`"T K)"K-(,%]'IJq
#SI Jƒ$,@"$(\Y&{,UˆJƒe-Fy(WJl"FL(W~`,,K
"$,"Q(Uˆ(W,&Ej[VY8"),jJfFy%cY(
,KT,$,,KL,$y("$,YFL,•fJK*+J%L[,PP)[
Jd[,[

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,a"b"%d#,•(XI*$I'I%‡""Kd,J`JQ[%de,P()*+,Iˆ
'IFy~LFL)[U&'" #,
Wj[V^"bT$(\[x`J," -(,%]FG()IZ[KLU‰()
IZ[,G,f" n@)*+,(„"„%Jƒ,x,LKd,J`e,k,b" 
#,#"()IZ[[y*+,cJGJlR(W[d"Y[`,Jqf~`, k%L2%KY
(W~`,"K,€(E(YFLFLKj[Vm%L-(".]
c/K(II%-(,$I"H".]–%,Kj[V^Y,P[T$[()IZ[[yJQ)[
,lU&".]%y" –%[j["b()*+,[`,%Kd~`,‰,,dK[`,
"`"""[dn,ne-f".],,KL,$y-(" Jƒ,L"
%HI,b"FL(Jn%L-(,-j[V^
d.1938-1944
#$,,$y,b11Jƒ%L[)[%'H",,}—^,cFLKj[Vm%
D^^^^^^—FLKj[VV@_L"L~N"%HI,d"zKJn","Q
KG[Jf"JGL"K""FjI‰,d@,[.KUY#K-",",
#`"*J`,,KL"J,,\"(\JƒT$,,!"[ƒ[ƒ"+,!",G,f" 
",4QTX"I"F+JGIIfx"zFL"”Y[`,(fL[JƒJ&'"
,L%HIx""&y"JI,,QYJl"~c,%Lx"2•/,
#$,,$y,b11Jƒ!IJZ,f"J`y,c()IZ[[y+," 
#,%L-(".]@TK~&y"FLK"`""$Y-(".]Jƒ,x,L[`,,b"
f" $" ""e2•I"Fx"zFL"”2b"()*+,Jd,
^^^^^^FLKV
&,K"$,,$y,b1Y()*+,FL~L,j,KGT,$,yT
"$,RaUK(f~L" -(,%]Jƒ,j,}—^,cj[VmJ$—g
,cj[Vg
e.1944-1975:
$,,!""$,,$y,b11JU+(\TxJ" JKdjJ`+,%N"
(O" -(,%]K(f,JKdLY(\I,,Q" -(,%]J&'"U\,"S("
JUdn,K%_F\",\"IZ[JQJIb"" &{,UˆL""
()IZ[[yJƒJ&'",[FLK{Fc"[%d""",,KFLKL&y"

j[ViY-(,%](IHIFy%[-,@YL()*+,FNFL(!I2Y,x
,L#,-(,%]%[-,@Jn%LFc"[%d#K((-p%"T•-%%" YL
()*+,""%Kd,\"IZ[Jn`IFLKj[VD^Y"&,\"IZ[J%d
CU(sVDtY&y"]I,"" /~~sVitFL,\"IZ[J%d@,K sVit
KTJnYUK(f-(".],$I,",jJTd"}Vg^J$j[VgVY
UK(f~L" ".]‰,&,j+I~FLVD^„Vi,j+I~f%
aUK," ",",j+IJ,KF‰gj[("$,,$y
,b11
i
#$%&'"()*+,-(" " -(,%-
#f"ˆY-(,%]e$,JNJUdn%J,Fy~‚Fc"%UKFy",
T"j[ViY#,Jƒ,x,L[`,"aJ%y,K/˜=]%Y[`,,KW
L()*+,LJ,$yFG[•IZ[
f.1975-1981:
/J,TQ,}Wj[V^Y,PPT,$" #,*+JTU,j
FL(\,j,&x,K""&y""cI"H[%dKLY,•fJK*+JFy
Jq."<IYJq6@YJq~)JU+,+,")"",N[+,J,&EJf(K
FyJq."@_E,$WYWj[VigFLViiY".],j+I~f%Y
FL""K,j+I~%LKj[VY",Jƒ~`"I)JIb[`,""
"n,&y"[`,,N,&{KL,KL,Ja
@\,j,&x"n" -(,%],,$y[`,I~ˆJXI(\(,)[,d""
,N,&{,G,f" #,Y&n"[,-KG K%eFy
JGTcTaJN"S,NFLT,$4QU,P[`,(\"~‚Y-(,%]Jƒ,\"
cFc"%UK,bFy~KL~‚""[%d%"K/~K,K-(1"Y[`,
L()*+,""()IZ[U&'"IZ[FLƒTK
g.1981-1995:
-(,%]Jƒ,}~•[`,(fKd,J`TUK,}j[Vm^rVmLKj[VmYW
"),$[+"f,,KKd,J`" -(,%]Jƒ"KI]I",,$L""F,[
[yYe,k+,%LFc"[%d™&{Ta%q,KL,\"IZ[Kš
#,K

j[Vm^Ya[Jf"JGL[y-%[,2"-Jƒ[-(,%],$I"HW
"$%&'"[yq[IR"),c,PP,L"S,eJG"Š`~`FL
,$I"H"S("[%d"$%&'"VmY-(,%]"),$""U‰()IZ[~‚Fc"
[%dY,KJnJ,&,•6@"K,\"IZ[K#Z["&yTa%q,d2•Y%L
[`,,KW(\Tce,k+,L"cI,\"IZ[
h.1996-2002:
LKOJWj[VV^%LJKd,H%'"K-(,%]R""LK"),&E[d
J&'"U‹~•Y,N,&{,$yI,,Q,L""TF\"[HUN"`HI}j[
VVD",Jƒ,[%d""",&@<-%%-KsVVitY@I%%-(<-,.KKU(
sVVmtFLo%(,K<s^^tF,[%y+,,dX"2•JGUFLKj[
^^R,iY-(,%](,HILTUKT-[" k,dKFLKƒ
--›(YFL,mY,~KF,[%d",# [-"FyYD,ŠUK%%
#,Kj[^^Y% UK (WFyJf,"2•JƒJ&'",$,%HIFyCK,-Y
/~K,K-(]KFJƒJ&'",$,%HIY[`,%UKT"YFL(Jn%LFy/˜=]%
i.2003-2009:
j[^^J&'"TxJ,f,J•I~‚Fc"[",()*+,T-[2œF-I"TY" "f
FN,SJ" -(,%],,$y,KLLLj[^^DY-(,%]J,&FLK
’-#FL6"%-K~›(FLJ$j[^^iY""",KF,(2-U"%,,KY
8-~-FL--–"J&'"(,HIFLK-(,%]
-(,%]JƒHIFLK[`,%["$%&'"Fy("%<--2"K%ŠFLK"fj[
Jn
Kj[^^VY-(,%]Jƒ[x,[#K"K%,-,d@_
m
#$%&'"()*+,-(" " -(,%-
j.2010-2011+ :
HIT•[y~X,JFy-(,%]"~fe$,,KFc"~%"K„KF,(JƒJ&'"
KL,LFLKWj[(,~K%"KY-(,%]TUK~I––J
%d" .,
a~H,EW%L(\[X," c,f[@I-"%,LFLKL,Lg,•#C
"&E,P[%d"aI$FL"~f[`,"&E,P[y#C^,•

8(HEI:JKC?
a.Liều lĩnh táo bạo để phát triển:
™~d},j,&x"n_%L~d~X,J+IfšY<-,-~-"TY[Jf"
TUK" -(,%]T•JNE^j[eY-(,%]JƒT}%y[dFL
F&E,KL,$yYJž~•IGJf, FL"nUK,Vm,Š6@Y%'H,&y",$
Jd,,Š."Ÿ@•FLKj[^^~-"TY,x,L[Jf"JGL" -(,%]
FLKj[VViFŒ[f,HIJKL,$I,"[x`EW2"," %L,j
UK(f~Lj[%,[V^,Š."Ÿ@•
b.Không Thay đổi để thay đổi tất cả:
4GJ,X[,y%L(\IeG-(,%]~X,J" "f~%ƒJdK" ""L
[,d,}ef",KFˆYT$,'I[(,W()IZ[,&E,\,K™Tf
,f+,TUK"$%&'"š
4GL-(,%]I)"n(\,f+,,KL"[LT%L[[+,JT)j,S"b
()IZ[Fy,},N,&{c,dYƒ()*+,E^^%Kd".]-(,%]T"
JQIˆ'IFyTZFN" T"L,KL"
-(,%]c%L[`,,KW",%y+,,$yY~$,L[`,,HIJKL,KL"
ce)Fy(\e)%‡[d[…Y-(,%](…,$I,""‰,$*
c.Chất lượng:
#+,%&'()IZ[%L&,LJ" -(,%]/L[`,",UU&‹Y(b"TK€
FL(fTK€Y-(,%]"[T$,[J$"K&{,UˆW()IZ["+,%&'
"K,S"'IFy,}%b,a-(,%]TWe,[J$TZFN[L"‰"!
,kJ$TS"dUU&‹" ()IZ[‚[[J$(b"TK€"K&{,
Uˆ
cY-(,%]%L,HIJKL,\"IZ["n("FL,,["bUU&‹
%y+,,$yW~Se$,TKk"T$,'IFyTc[,K(f,^j[
e,K%_F\"()*+,""%Kd,\"IZ[JUdU&y""ƒc,SJƒ[
%d"K-(,%][`,FN,SJl"~c,,K,K%_F\"UU&‹,KL"&Ec
-(,%],[u()IZ[%L[`,%{"[T$,FG,KL,\"IZ[Y,, ,+,")""e
JNcLFLJd,,"ZFG"+,%&'
d.Môi trường:

-(,%]"[T$,,\"cFc"TUKFy‡,b"~)KFc[,&{FLJnnIFLK
W(T$cI~GFW-(,%]+,"!,kJ$Fc"~)KFc[,&{Y
"KJn&[`,,"c[JfFy*ƒ`FL"`Jq#"L[()*+," -(,%]
%X[J$Fc")[,Q%&'&y"FLJcj(OU,K()*+,
V
#$%&'"()*+,-(" " -(,%-
8(LE*MNOPQKC?R*@:A
a.Những nguyên tắc chung :
W,X"TUK" ,HIJKL(…,$I,"J&'"I,,Q,&y"W,
JaJU,,$yY,FHW,X"L%,QcW‡,&x
"E~)FG(\"~‚Y,S,,\"FL[fe,["UL"K[k&{
b.Nguyên tắc quản lý và lãnh đạo của Nestlé:
/L[`,",+,~)Y-(,%]%JIbW",$,$" "K&{
FG[l,&‹FL@b"•-9JQ[LJ&'"I)FLT$TS",K
IK""e)%‡FL%ƒJdK*(f,","dJnY(\,,k""GFj
nT"FL,NG,)" ,+,")F%L,$,$JfFy(\,L"
,KTUKFLJfFyGFjn",-(,%]"‰%L[`,",@•J&'"
T$,}G,NJ&'"I,,Q,d@•,KW,$T•e
-KJn[uLe)%‡-(,%]J&'""J`FFLFHJ`FY%,P[
"""),$,K""%L[Fc"Y,dKTTS,JaYJG"K(\Ja[y#k
J&'",)eTc[%L[Fc",K[,&{ef",$Y%,,k""GFj
n" ,$yY"K,k&y,$I"H"$%&'"%ULE%LXd
c.Nguyên tắc truyền thông tới người tiêu dùng:
K",",G,Y-(,%]%,,kFjnFLW,NJNI&EY
%,,\"FLJG"KW,ne-UU&‹T•-[d4GLJl"~c,e
,kJfFy,€•-(,%]"[T$,,\"c,X"Te)"K,\",$IJf
Fy,€D,ayW()IZ[UL"K%b,a,}gJ$Y"Š,G,,y,€
$()IZ[,•[ƒW,"ZUU&‹[l,+,FLI)"nU
["UU&‹Iˆ'IFy%b,aL-(,%]JZ[dFc")[%&'J&{Y[f
FLW"+,~]KT"n%'"K(b"T•-,K""()IZ[Jq,{JG"K"$J`

jf"~‚"ˆIK""(fT•-[d
d.Các chuẩn mực về đạo đức kinh doanh:
#Z[\"JdKJb"TUKJ&W&yUŒ",Q"K[uFFG""
,\"cW,X"TUK#Z[\"L+[dEW(\",$,
,KFc"L*O'IIIFL,,\"YJl,%'S"",%,%'S""YJ+
,"f%df%`FL,[Y%,Qc,S"S,\"x[b""K+,
H( :SQ?>T
-(,%]Kd,J`TUK,K%_F\",\"IZ[FL)T,%y+,,$yY"n,
(x"SJl,,d-F-Y @_#"()IZ[c" -(,%]~Kq[,}&y"
TKY,\"IZ["K,€-[Y".]FL""()IZ[,}(W
-(,%]X[D "aI" ƒ/˜=]%Y",[•IZ[LJ,$y
-(,%]"nUƒ()IZ[`ƒ,[`,(f,N,&{~Kq[""()IZ[".]Y&y"
,T$,Y""%Kd&y")T,YT-[Y,\"IZ["K,€-[Y()IZ[UU&‹,j
"&{FL~q~a(b"T•-YFNY,\"IZ[J%dY~T•KFL,b"j"KFH,
Thu nhập:
Kj[^^VYUK,'I+,#C^iYD,•6@FL%'H‰%L#C^Y
,•6@ "b FLJ,&I,,Q%L#CY^,•
^
#$%&'"()*+,-(" " -(,%-
K(f~L,}(\IF‹Kd,J`Ri ,},b"fYD ,}""()IZ[(W
FL,\"IZ[Ym ,}""[njJƒ(†(L"Z~NFL+""[njJƒ(†(LY
 ,}(„"„%Y ,}""()IZ[FH,YD (KFy()IZ[U&'"IZ[FL ,}
(W-[~]
K(f~LTF\"JN%‡(\"fR ,}"zY ,}"2•sD ,}2•tY
D ,}"”Y ,}I"‰%d" ,$y
L( 9UVWR*@:A
Sơ đồ cơ cấu tổ chức của Nestle:
L(89UVWR*@:A
Kq[R`Jqe),NY# ,N"Y84JGLFL""JEFNJNI&E
a.Hội đồng quản trị:e$,JN"$%&'"YT$Kd"I,,Q,dFLT$Kd"T

UK‚j[" ",Ye$,JN"E"+,a"b"Ye"$e)%‡`~`",Y
e$,JN,L%HI","KY%HI"YFjI‰JdUcFLFc"nIFfY[
"aI" UKcIT"

#$%&'"()*+,-(" " -(,%-
b.Chủ tịch:"neGU",,\"c""eGFL_F" ",¡"N
,"c[,&y"II%H,FL" (xW",FGFc",\"c""eGFLc[
FJ&'"KYFd""$%&'"YT$Kd"I,,Q",Y,a"b",\"c,e
e$,JN" `Jqe),NY[(,e,P,a"b",\"c""e$,JN" 
`Jqe),N
c.G.Đ điều hành:"N,"c[,&y"II%H,FL`Jqe),NKl"# ,N"
",FGFc",\"c""eGFLc[F" [PYe$,JN""F+JG%
eJ$Kd,J`TUK‚L" ",Y,a"b",\"cT$Kd"T
UKFLI&EJ,&" ",
d.Các đơn vị địa phương:J&'"IeGe$,JNY""[",FLc[FJ&'"
I"[`,""|LY""~`IHJ&'"I"JQUe)%S
-(,%]%L[`,,a"b"I"+IY[l"UˆnFŒe$,JN"$%&'"e,kx
"+I,(xY&,"c[FG""e$,JNJGLJ&'"JZ*f"K""JEFN
JNI&EKJnY"E"+,a"b"" -(,%](…!IUŒJ$`HIFjn" k,
G,N,&{,,KL"
L(H!C?
4$"fj[^^Y-(,%]X[WVYi "aI" /˜=]%Y",%y+,
,$y,K[•IZ[FLF€J•I/~K,K-(1-KF%L[`,%UK,K[•
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Các hoạt động tại Việt Nam:
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,f&n"",LIFL"c"$~$FyJGTcJNI&EFL(Jn(O
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"$%&'"" ",,d"",N,&{[ya
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W%Kd".]~`,f%GLJ,$
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".]*f~Qj[V^Y"SI –%{"H,HIJKL-(,%],P["""$~$
".]JQ"n,Q~)Ke)(K"KWJ&'""+,%&'FG&EFLFN(f,,{UL3
,{JnY".]Jƒ,UFLIa~$Y&JƒP,Ln[Jf,&',&x,b"
".](LJcFL""n(\I~c,J•"+IFG".]KJnYWJ&'"&E,E[FL
"+,FNJl",&" ".]%L,fe$,JN+,,K~)Ke)".]%UL"bT
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@ij["bFL[[‰,Oc[Yn["b" ƒ*eL
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"K%L,,LFG".]KL,RUˆ"+,%c~)K,KLJ&'"&KL,KL&EFL
FN" ".]YT$"K".]F}U~)Ke)%UL%dF}+,,c%'T(OUDgj[
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" $J&'"(OU,KeJ`JQ!I~%S,Š,KYJl"~c,UL"KI"
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-(".]
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,&x,b"".]YFy""%Kd&R".]"+,‰,"Š(OUd,".]Y
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#$%&'"()*+,-(" " -(,%-
,&{"~c,‚[U,PFN,$" [P&EcL"‰J&'"*-[&%L
[`,",KFc"%L[,j,[,NW"",&EcSU&x
Y,&Ec-(".]FL-(".]8K%U%-U%L%Kd()IZ[T"~c,
&")JG‚["K,N,a,Q" ,&Ec-(".],e*"
H[%Œ" ()IZ[
D
#$%&'"()*+,-(" " -(,%-
##( I:;<bU_`I
8( %bU
8(8*@:@>bU
-(,%-"&G",J
ef"T""N)&x[d
[…" "`"T K)T,$
,KL"4GLT$"K-(,%-
I),Ja[`,(f"S("" 
[PJQ,$,Tc["ISFL
"Kj%\""d,,KL"
2l"UˆT K)T,$
G"&yd"K(\I,,Q&-(,%-e$,,[F&',eWTnTjFL
*-[T K)T,$&[`,"E`,JaYI,,QTUK,KL"YJ~H,
""Jf, "d,

4QJIb"JUd" &{,UˆY-(,%-JN&y()*+,I,
4GL"KI]Ik,Ja"()IZ[JQIˆ'IFy"JUd" 
T"LTXIE,,$yJq,{!,XTK)""Fyq"
%c,N,&{,,-(,%-*U\iL[()*+,-(" ,,$y
s~Kq[L[Jl,x""&y"JI,,QY"$[gg ()%&'-(" ,KL
,$yFLL["‰%dJl,xW,N,&{e,kt#n,QnJNFN()
*+,I,J-[%d"K-(" %',$FGTK)""YFG&EFNFL,HU,fJ%'
,$UK,KL"n[%d"&d"$W,"d" n
KGj[,x%dJY(f%&'""L[()*+," -(,%-J)[U
sc"n",t"ˆFyFc",j()%&'()*+,,d""ef",G[j
FLJa[y"c-(,%-J,HI,FLK"",N,&{,G[jYJl"~c,%LX[
FLK,N,&{".],d""&y"JI,,Q@\UN""Q,HI,()*+,"
"K,,+-(,%-J&yJ$*U\[`,c,f()*+,ce)E,K,{
~a,KL"nU[d[…FL(\I,,Q"cT,&EJqW""
i
#$%&'"()*+,-(" " -(,%-
",&yI,,Q""L[[y" "," $‚[JQI"F,N
,&{[yFL,G[j&"”s~Kq[tFL"<
@E[`,j[,\"c-(" I%,KL"Y""c,fL[()*+,FL"
bJUJ&'"Ja[yJQI"F"KEm,N,&{"dWL[
JKd,J`YcY-(" JJ,&JQ*U\,[L[SU&
",-(,%-ULi^6@JQ*U\L[[y" -(" ,dc,[FLJ&
FLKKd,J`j[^JQ,S"b[y"Jl"~c," &{,Uˆ"&
u,'"KL[,d<%II-(FL9)49f"#‰,d,N,&{#
<Y-(,%-U\JNJ,&^,•#CJQ*U\L[J,,dK%FLJ&FLK
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FL".]‰,I"F"K,N,&{,HI,+I,d#%"L4QI"F,N
,&{#zFLY,N,&{,,".]‰,%y+,,$yY-(,%-U\JN
Uˆ^,•#CJQ[x`L[".]‰,%y+,,d,L[`,"u()
*+,YJnnKL"Š

$,'IFyc,fL[()*+,I,Y,HUJ&'"%',$" ,KL"nY
[,S,S""KFy,},N,&{",QY-(" I%"‰JG"HIJ$Fc",j
"&{u,'&{U,q".]x[kE,,$y‚[aJNq"
"K""L[FL*U\P),f,Y,j"&{(b"[d"d,
8(H*McW>G*@:@d_`>eN
a. Sở thích của người tiêu dùng
)j,,()IZ[,\"IZ[n"FL".]nJG"N)&x~x
(x,S"" &{,UˆJNI&E#"(x,S"LJ&'"P,L,}%N"(OFj
m
#$%&'"()*+,-(" " -(,%-
nKl",}Jl"JQ[,\JNI&EE,$WW"K&{T""n
TZFN".]T"&P",K[`,ef"+,JN,PJ(f[k&{
"n"[`,TZFNSU,d[`,ef"•&@•,–-%UY"n(\T"~c,FGTZ
FNWTF\n,$4b"FLTF\"n,$<I3TF\"n,$<IYT"
L,S"".]J-FLJH[E,KT&{@•,–-%Un,$4b"s"&
&{4b"t,S"%Kd".](W•
4QJIb""JGTcT",d""&y"Y" e)""L[-(,%-,,KL
""n[`,(\,\" +,JN9$,JN[Y()*+,Y,$I,NYFLJNJ&'",\"
c,dJNI&Ex[u&y"Y"KUˆJn%LY/Y“"Y~+,T,N,&{T"
(x"Sx-F-"Š"nF,‰JGIf
b. Áp lực từ chính phủ các nước
2,&{"S,N%L,fe$,JNT)j,L"" [`,",T
UKef",$&-(,%-,[FLK[`,,N,&{,G[jY-(" T
,T•"d,,}""Jf, %L""",Jef"T""S,}"""
,`JN4Q~)KFceG%'" ef"[PY"SI [`,(f&y",dK[`,(f
LK"),&E[dYTnTj"KFc"I,,Q,N,&{nJnJQ"n,QHI
,N,&{,G[j,f,EYJq,{*U\P),f,J•IFG,&Ec-(" Y
-(,%-Jƒ*U\L[,def"LcIILF}UˆJQJfInFy
""LK")Kd,&EJq,{,, J&'"(\ `" "SI "ˆU
,K&y"UKT,"q%\"JNI&E

2`,(fef",KJn"nc,[Jƒ""QKT•,H,X[W[`,
(f"aI+,JN,K""L[L4QJfInFy"""S("LY-(,%-
%UKY*U\""L[[%dFL~$n,L",^^ (xW" 
"
c. Sự phát triển của thị trường
)j,j,&x" ,N,&{,!,""",Jef"&-(,%-cY
-(" J,HI,X[FLK,N,&{&s,N,&{,,".]‰,%y
+,,Gyt""ef"JI,,QFL,jU(f&9f"Y¦
4`FL4[”E,$WYFy(b"[d,L"S,K%y" [PY-(,%-Jƒ[
ƒL-(" ,[HIFLK,N,&{"<,eFc"*U\L[
V
#$%&'"()*+,-(" " -(,%-
J,,dK%c"&yJ$"",N,&{L%L[`,,KW
%L["K-(,%-e$,JNUN""Qc,fL[" [P
d. Đổi mới công nghệ, tiếp cận nguồn cung
2l,~‚"c,KL"P"~‚W""",YUnJnFc"Ja[y
"cT"‰ee,k[Le,k,$,%LJ&"cJn,$I"H
q"%cFLq,,-(,%-,Ja""L["n%N"(O%
J{" [PJQ*U\""L["c"K,def",G[jFG"
%cFL"()IZ[#&E,Pš-KU,-"I(š" -(" %LFSU
+,FG""",,dKq""K[P4"n,Q*-[%LI&EII~)KJ)[
%c"+,%&'ce)FL*U\P)",#&E,PLu,'
"K&{U,d""&y""nL[()*+,-(" ,$I"HFyTKk"T•
,H,FLf".]"n"+,%&'(Jn",[%d".]*Fy")"K,&E
Jf(KFy""Jf, "d,
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Hoạt động R&D ngày càng được mở rộng và phát triển, các trung tâm xuất hiện trên toàn thế giới,
do đó không thể nào mà Nestlé có thể quán xuyến được hết các công viêc của tổ chức vậy nên
khai thác nguồn lực bên ngoài là một giải pháp đúng đắn và thích hợp nhất. Mạng lưới được xây
dựng với hơn 300 tổ chức nghiên cứu
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cho phép Nestlé làm việc thường xuyên với các nhà khoa
học, kỹ thuật viên trong các trường đại học như Harvard, MIT (Mỹ), Kyushu (Nhật Bản) hay
Shanghai Jiao Tong (Trung Quốc) và cơ sở nghiên cứu trên toàn thế giới. Với bộ phận nghiên cứu
hùng hậu vậy là có thể chứng minh được sự vượt trội về nguồn lực mà Nestlé sỡ hữu. Chính
những điều này sẽ làm tăng lợi thể cạnh tranh cho tập đoàn. Với đội ngũ nhân viên đông đảo trình
độ cao, Nestlé gần như nắm bắt được xu hướng thị trường và nhu cầu khách hàng ở mọi lứa tuổi
và mọi phân khúc.
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-(".]<K,-",<K(%[#$%&'"()*+,L+,&'[d[…FL[%d,$
F%y"K-(".]@)IZ[L%'UJ&'"*&yI,,Q" *ƒ`FL,[

,,IRMM•••.KKUIK"-(("K[M,KI^^M

#$%&'"()*+,-(" " -(,%-
%‡" "N-[IW,}"[LT"n,{,HI%cY()IZ[,J&'"
"LKJnqc,TW,dFL"‰x,N,&{c,[L()*+,
"LI%y,dc,[%L" Y"K&I)JL,&y"-(".]
,K"$%&'",KL"L
yL%Kd,W()IZ[T"&FHY-(".]!I"KT"L"Q
Ja,}Fc",Uˆ[,S,\"U(,*L[,S&x,T[Ln~X,
JI,,QY~$n,dKL%Kd,%KdI,`Fy",b"FL,LI
%cT"-(".]"nW()IZ["Z,KL"FL"n[l,x,+,")"",N
,&{[Ln,[HI"dJn""nW()IZ["KMI"n,Q"n,d,N
,&{L&T"n,d,N,&{T"Iˆ'IFy,N$(x,S"" 
&{,Uˆ`JNP-(".]TUKFG[l,L,\"IZ[TZFN&{
,Uˆ,Ja,P()IZ[I),Ja#•d,dc,["n-(".]c,Y
"‰2-*"K,P,S""LI"n&Ee$Y<%II-,P"n*&y"k"LI&E

T-[(K"K%L"TI)nJ*Y,dJ+,[•%L@_"Jƒ"n(\T"
~c,KL,KL%yF\"n,$4b""`"LI(W[Ld,"‰~`IHn
,$<I,P"\"TP,S""LIJ-)"+,()IZ[%X~n[H,,c,FyT"
LFLJ"ˆFyT"L,}ef"L,yef"T""$%&'"
"bFL()*+,"I)J&'",KL"n
b/ Liên minh sản xuất:
/L[`,,HIJKL%yY""",)UL,,KL,$yY-(,%]"nJ&'""EEFL
,L"L["I)TQJ$[f%[,KT"bI,,Q
FL()*+,-(,%]+,TKT"kI&EIILFPT,fG%\"
FLFfJ,&op
/[Fy8--%2%%(FLKj[VV^YJ&,N,&{%Kd"f"j(%L[`,‡
,&x(,dK" -(,%]HIJKL+,((f,T"k8---%2%%(FPJ%L[`,,HI
JKL%yYGTc[,KFc"()*+,()IZ["f"FLJl"~c,"n%&'
T"LaJN¨-[Y-(,%]Jƒ*™Fd"šJ,,"KJ&{T
UK%ULj[^^Y-(,%]%d"n,K,VYi "fI" /›=-%„%[
"$%&'"JQ,dKT-[U&‹"j[(n"U[l,[x[`,,N,&{[yYJFLK
IT!"[yFLJq,{,dKT"L[y},dJY-(,%]%[
Fy#K"#K%r,HIJKL&y")T,LJ,$y,-(,-P"Y
-(,%]TWI,,QFGT,\()*+,[L"‰FG""[fec%[

#$%&'"()*+,-(" " -(,%-
Fy"",HIJKLT"JQ%L["K™aš()IZ[,[IKI!FLIˆ'IFy,N$
&{,UˆFLJn"%L%‡UKFP(KE^j[eY-(,%-T}I,,Q
%y[dFLF&E,KL,$yYJž~•IGJf, FL"nUK,Vm,Š6@Y%'
H,&y",$Jd,,ŠC"-@•j[^^
"d[f%[" -(,%],P-(".]"T$,'IFyI(JQ"bFL
I,,Q%Kd[I"LI,\J`Fy,k%L-(".]K%"-8(,K4%L[`,
,$,T$J`"JKYc,ffJj""+I"KT"L,b"fJUd"+,
%&'"KˆT,QJIbJ&'"&EFNKL,KLfFy,,!" ()
IZ[&T,,N,&{%Kd[LY-(".]"n%+J&'"")[,P

" &{,Uˆ{FLK,Sj,$,Tc[,{E(KFyI"$, "YE
,$W"‰"n,QI"$Fy&EFNJl",&R#II""KY1"-#II""KY/,,-
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c/ Nghiên cứu phát triển bao bì:
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I
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,&{c,[[LTI)eHITZ-(".],\LK[P%L&{J,
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d/ Tốc độ phát triển sản phẩm mới:
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