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Published by:
IMD (2018)
Version:
02.11.2018
Length:
25 pages
Data source:
Published sources

Abstract

This case study describes the strategic dilemmas that Nestle faces as it embarks on developing an innovative digital nutrition platform for Japan. Although health food is a key growth area for the worldwide food and beverage industry, the choice of Japan is due to its increasingly aging population and stronger consumer interest in healthy lifestyles and diet. The case study describes the regulatory framework, consumer choices and habits, market structure, distribution channels as well as the opportunities and challenges in using consumer data for digital nutrition initiatives in Japan. It presents Nestle's activities in Japan and the outcomes there of its digital initiatives to penetrate the health food segment. The case closes by presenting the different strategies that are available to Nestle to accelerate the adoption and use of its digital nutrition platform, highlighting the opportunities and dilemmas that each strategy presents for Nestle.

Topics

Strategy; Digital transformation; Digital platform; Nutrition; Health; Internet of Things; Artificial Intelligence

Setting

The events covered by this item took place in 2016-2018.

Geographical setting

Region:
Asia
Country:
Japan

Featured company

Company name:
Nestlé
Employees:
10000+
Turnover:
CHF 90 billion
Industry:
Food industry

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