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Student Registration Number: | 120212798 | | | Word Count: | 2442 |

Table of Content

Introduction………………………………………………………………………...1

Discussion
Business environment
PEST………………………………………………………………………………...1-2
Competitor analysis……………………………………………………………………2
Consumer analysis…………………………………………………………………..2-3

Market mix
Product…………………………………………………………………………...….3-4
Price…………………………………………………………………………………....4
Promotion……………………………………………………………………………4-5
Place…………………………………………………………………………………...5

STP analysis
Segmentation……………………………………………………………………..……6
Targeting…………………………………………………………………………….6-7
Positioning…………………………………………………………………..………7-8

SWOT……………………………………………………………………….......…8-9

Final reference………………………………………………………..………10-14

Introduction
Nestlé S. A. was the world’s largest food and beverage company. Nestlé’s boss proposed a request to its new manger of Nestlé Crunch to increase 20 percent dollar in brand profitability with limited budget (Barton, 2012-2014). Therefore, this report will make a market audit for Nestlé Crunch to carry out the SWOT of Nestlé Crunch based on the analysis of the business environment, market mix and STP.

Discussion
Business environment
PEST
In politic aspect, Nestlé Crunch would influence by taxation policies as chocolate might to be taxed to prevent health problem (BBC News, 2009). In economic aspect, although it was pleasure to see that the worst financial crisis had over and the economic began to recover since mid 2009, the USA still seemed recession due to its low inflation and higher unemployment rate (The department of the Treasury, 2012). Unfortunately, Nestlé Crunch was the elastic demand product as Barton (2012-2014) recorded that the increasing price of Nestlé Crunch would result in reduced sales according to the economic theory. Therefore, the