Case Study

Nestlé: Leveraging the hard discounter channel

3 pages
September 2008
Reference: IMD-5-0738

This case is part of a three case series designed to explore the implications of the emergence of hard discounters in the retail channel. The series explores the relation between hard discounters and traditional retailers on the one hand, and manufacturers and hard discounters on the other hand. Featured firms include ALDI (IMD-5-0736), Tesco (IMD-5-0737) and Nestlé. This case explores the dilemma a manufacturer, namely Nestlé faces in his relationship with a channel that also includes hard discounters.

Learning Objective

The case series is designed to explore the implications of the emergence of a low cost retailer for other retailers as well as manufacturers.

Keywords
Retail, Channel Relationship, Pricing, Competition, Branding, Food
Settings
Nestlé
2005
Type
Field Research
Copyright
© 2008
Available Languages
English
Case clearing houses
IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Looking for something specific?
IMD's faculty and research teams publish articles, case studies, books and reports on a wide range of topics