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Executive Summary Nestlé is the largest food and drinks manufacturer based in Switzerland. It has 479 factories operating in 81 different countries. The year 2000 displayed Nestlé's best sales figures at 81.4 billion, which was an increase of 9.1%. The profit was at 5763 million being an increase of 22% compared to previous years. Nescafe holds a majority market share of 56% in the instant coffee market. This share has continued to rise over the years. Even though overproduction of coffee beans has led to a fall in prices, consumption of instant coffee has not fallen so much as price. Nescafe faces immense competition from rival coffee, tea and hot chocolate manufacturers. It has also had to compete with the soft drinks market in attracting younger consumers. It has continued to target health conscious people with its decaffeinated and organic products. The sector finds it difficult to attract younger consumers markets 15-24 years old. It...

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