Nestle Mission Statement

This is Nestlé S.A. mission statement overview in 2013. For more information on how to write a mission statement, please refer to our article.

Company Background

NameNestlé S.A.
LogoNestle logo
Industries servedFood processing
Geographic areas servedWorldwide
HeadquartersSwitzerland
Current CEOPaul Bulcke
RevenueCHF 92.2 billion (2012)
ProfitCHF 10.6 billion (2012)
Employees328,000 (2012)
Main CompetitorsUnilever NV, Hershey Foods, Kraft Foods, Cadbury Schweppes, GROUPE DANONE and many other companies.

Nestlé is the world’s leading nutrition, health and wellness company based in Switzerland. It is the largest food company in the world measured by revenues. Nestlé’s sells baby food, breakfast cereals, coffee, confectionery, dairy products, frozen food, pet foods, yoghurt and snacks. It owns several major consumer brands such as Stouffers, Nescafe, Kit-Kat, Carnation, Nestlé Water, and many others.

Mission

Nestle mission statement 2013

“Nestlé is…
…the world’s leading nutrition, health and wellness company. Our mission of “Good Food, Good Life” is to provide consumers with the best tasting, most nutritious choices in a wide range of food and beverage categories and eating occasions, from morning to night.”
Evaluation
Does it include…?
CustomersProducts/ ServicesMarkets
NoYesYes
TechnologyConcern for survivalPhilosophy
NoNoNo
Self-conceptConcern for public imageEmployees
YesNoNo
Does it mention values like…?Customer or product-oriented?
CitizenshipTeamworkCustomer-oriented
NoNoScore
ExcellenceIntegrity
NoNo1.5/4.5

(This evaluation framework is composed of the guidelines listed in our article: Mission Statement for Success)

Overview

Nestle’s mission has scored 1.5 points out of 4.5, which is a very low score compared to other companies’ missions. The statement includes products and services, markets and self-concept concepts but lacks other 6 essential components. The company doesn’t mention any values, which guides its actions, in the statement but provides them in addition to their vision:

“To be a leading, competitive, Nutrition, Health and Wellness Company delivering improved shareholder value by being a preferred corporate citizen, preferred employer, preferred supplier selling preferred products.”

Nestle’s vision and values address more stakeholders than the original mission and should be combined into it to provide more information about the business. The vision and values statement additionally includes concern for survival, public image and employees’ components that the official statement lacks. The combined statement would better communicate Nestle’s ‘reason for being’ in the business to its stakeholders.

Sources

  1. Nestle (2013). About us. Mission & Vision. Available at: http://www.nestle.co.za/aboutus/missionvision

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