Executive Summary
Nestle S.A. is a Swiss multinational company dealing with health-related consumer and nutritional goods. In the food processing industry, the company is presently the largest in the whole world in terms of revenues and employs approximately 328,000 workers (Hill and Jones, 2012, p. 13)). This paper will focus on its subsidiary, Nestle Italy, a Milan based company that has failed to register impressive results in terms of market penetration despite the company spending millions of dollars in advertising campaigns. At one point, the subsidiary even lowered the price by 14 % to experiment if it would capture loyal customers. ...
