Paul Bulcke, Nestle's chief executive, is aiming for more trust. He recently told The Sunday Times:'One of the targets I put when I defined our vision was to be trusted by all stakeholders. I don’t say "loved", that’s stupid, but trusted. That’s a start.'
Nestle has set objectives for marketing its food, beverage and pet products in every nation on Earth. [Updating my Chapter 5 on direction and objectives.] It's investing especially heavily in regions such as Southeast Asia, where economic growth is pushing consumer income higher year by year.
To position itself for achieving marketing-plan objectives such as capturing higher market share and profits despite intense competition, Nestle needs more than a well-known brand and well-regarded products such as KitKat bars--it needs, as Bulcke observes, 'to be trusted by all stakeholders.'
