Werner Bauer

摘要

ISO Focus: As today's largest food and beverage company in the world, Nestle produces a wide range of products from meals to chocolate, and from mineral water to coffee. How does Nestle manage to maintain a worldwide consumer base when traditions and tastes vary from one country to the next? What is the key ingredient to its success? Werner Bauer: There is no single ingredient to our success but many! The key is certainly our conviction that there is no such thing as a global consumer, but that consumers everywhere make their decisions in a given cultural and ethnic context, which a global marketer has to understand and respect. Nestle was founded by a German (Henri Nestle) in Switzerland, a small country, and expanding meant going abroad. This could only be done by relying on the experience and knowledge of local staff and by adapting the products to local tastes, traditions and ways of doing business. This is why there is not one Nescafe but 200 and this explains why very many consumers perceive Nestle as a trusted local supplier of high quality food and beverage products. Maintaining that trust also means listening to consumers: today we have some 80 consumer services worldwide, dealing with about 7 million spontaneous contacts per year. We encourage our consumers to comment, criticize and suggest and we make it easy for them by providing them with an address, a telephone number or a Web site on each of our products.