Kit Kat

London South Bank University

FACULTY OF BUSINESS

BSc (Honours) Business Management

BBS-6-RME

Strategic Management

STUDENT NAME :Chen Tuolei
STUDENT ID NUMBER :3402929
LECTURER :Jenny Yeung
DATE OF SUBMISSION :29 Dec 2014
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Table of Contents
1: INTRODUCTION 4
2. Generic Strategy 4
3. Ebola and Kit Kat..........................................................................................................7
4. Conclusion 8
5. List of References 9

1: INTRODUCTION
Kit Kat started in August 29 in 1935 in York by Rowntree, in 1973 Kit Kat entered in Japan market. In 1988, Nestle took over the Kit Kat ( Kit Kat, 2014). Today, Kit Kat is very successful in Japan, Kit Kat has more then two hundred different products in Japan, it help Kit Kat get more and more market share in Japan( Kit Kat, 2014). More and more people think Kit Kat is like a logo in Japan, because there are some special Kit Kat products only selling in Japan. Kit Kat success in Japan is the fact, but why Kit Kat is successful in Japan, it must be affect with generic strategy. Kit Kat using the right strategy to help them success. Generic strategy is very important for the company, it will help the company increase the competitive. When the Kit Kat choose the right generic

References: Kit Kat. 2014. KitKat History. [ Online]. Available from: http://nestle.jp/brand/kit/about/history/ [Accessed 22 DEC 2014]. Oxlearn.com, (2014) Oxford Learning Lab - Watch it Learn it Badge it. [ Online]. Available from: http://www.oxlearn.com/arg_Marketing-Resources-Porter%27s-Generic-Strategies_11_33 [Accessed 28 December 2014]. Small Business - Chron.com, (2014) Examples of Cost Leadership & Strategy Marketing. [ Online]. Available from: http://smallbusiness.chron.com/examples-cost-leadership-strategy-marketing-12259.htm l [Accessed 28 December 2014]. MarketWatch, (2014) Nestle keeps view on raw material inflation. [ Online]. Available from: http://www.marketwatch.com/story/nestle-keeps-view-on-raw-material-inflation-2012-08-09 [Accessed 28 December 2014]. Ashcraft, B. (2014) The World 's First Kit Kat Store Is Opening in Tokyo, Kotaku. [ Online]. Available from: http://kotaku.com/the-worlds-first-kit-kat-store-is-opening-in-tokyo-1501753395 [Accessed 28 December 2014]. Break with Kit Kat, (2014) Global Business Strategy. [ Online]. Available from: http://breakwithkitkat.weebly.com/global-business-strategy.html [Accessed 28 December 2014]. Break with Kit Kat, (2014) Brand Positioning. [ Online]. Available from: http://breakwithkitkat.weebly.com/brand-positioning.html [Accessed 28 December 2014]. Who.int, (2014) WHO | Ebola virus disease. [ Online]. Available from: http://www.who.int/mediacentre/factsheets/fs103/en/ [Accessed 28 December 2014]. PBS NewsHour, (2014) How cocoa traders make money on the Ebola scare | Making Sen$e | PBS NewsHour. [ Online]. Available from: http://www.pbs.org/newshour/making-sense/cocoa-traders-make-money-ebola-scare/ [Accessed 28 December 2014]. FoodNavigator-USA.com, (2014) Nestlé confectionery sales slump 7%. [ Online]. Available from: http://mobile.foodnavigator-usa.com/Manufacturers/Nestle-confectionery-sales-slump-7#.VKBLpV4Aw [Accessed 28 December 2014]. BusinessDictionary.com, (2014) What is operation strategy? definition and meaning. [ Online]. Available from: http://www.businessdictionary.com/definition/operation-strategy.html [Accessed 28 December 2014].