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导读：这是一篇市场营销专业assignment范文，讨论了雀巢的跨国经营。雀巢的跨国经营是将产品供应链呈现出国际化、复杂化、高风险的特点。在全球生产隐藏在品牌力量的背后。在正常情况下，由于使用了多种销售渠道，并与多家公司合作，使得雀巢拥有不止一个供应链。由于品牌效应，消费者通常对这些食品制造商很熟悉，他们在超市可以购买得到该品牌的食品。雀巢的这一认证标志可以帮助消费者确认食品的安全性和质量，但却增加了生产者和消费者之间信息的不对称。 Nescafe is a coffee product produced by a multinational company. Transnational business of Nescafe is to present the product supply chain in an international, complex, and risky characteristics. In this article, it is to discuss the way of hiding the transnational nature of Nescafe and problem of the transnational business of Nescafe. 雀巢咖啡是一家跨国公司生产的咖啡产品。雀巢的跨国经营是将产品供应链呈现出国际化、复杂化、高风险的特点。本文就雀巢公司跨国经营的本质和跨国经营中存在的问题进行了探讨。 What I find is that it is hard to recognize any absolute messages about production place of Nescafe on its bottle. It is just to identity that its design belongs to a certain company in Switzerland. But there are no production place for its ingredient country. On the official website of Nescafe, it presents the production of Nescafe coffee as a global result in a positive way, which conveys an ideological meaning. It mentions three participants of the global production of Nescafe on their website that farmer in Mexico, Nescafe India, and Nescafe in German. It is written on their website that farmer in Mexico who would like his kids to continue to run the family coffee farm and point out the help provided by Nescafe to increase the amount of coffee; at Nescafe India, the coffee as a result of young woman’s working is to link Indian Nescafe fans with coffee lovers in a global sphere. And in Germany, certain technology team at the roasting factory might be wondering what time the next shipment of coffee beans arrives(Nescafe.com, 2017). All of those stress the individual side and emotions of participants of Nescafe products. The coffee beans are not produced on the cold production liens, but by individuals full of emotions with the details describing their life. Also, it avoided talking about the safety issue of Nescafe as it just stresses the emotions of producers all over the globe. 我发现在雀巢的瓶子上很难识别出任何关于雀巢生产地点的绝对信息，只能确认它的设计属于瑞士的某家公司，找不到其原料国的地址信息。在雀巢官方网站上，它以积极的方式呈现了雀巢咖啡的全球产品，传达了意识形态的意义。在他们的网站the farmer in Mexico, Nescafe India和Nescafe in German提到了全球生产雀巢咖啡的三个参与者。他们的网站上写着，墨西哥的农民希望他的孩子继续经营家庭咖啡农场，并指出雀巢公司为增加咖啡量所提供的帮助;在雀巢印度公司，年轻女性工作的成果是将印度的雀巢咖啡爱好者与全球咖啡爱好者联系起来。而在德国，烘焙工厂的某个技术团队可能会想知道下一批咖啡豆什么时候到达(Nescafe.com, 2017)。所有这些都强调了雀巢产品参与者的个性和情绪。咖啡豆不是在冷凝的生产留置权上生产出来的，而是由充满感情的个体用细节来描述自己的生活。此外，它避免谈论雀巢的安全问题，因为它只是强调了全球生产者的情绪。 This shows one key feature of Nescafe’s production: transnational coffee source providers. Since the 1980s, with the economic globalization and the development of science and technology, many enterprises have abandoned the traditional vertical integration model within a country, but are actively looking around the world to reduce production costs, and carried out non-core business outsourcing. The production environment of coffee beans also has such feature with its production shifting from countries to countries(Frank, 493). These factors drive Nescafe the multinational company and their products to continue to cross the borders, and find suppliers, vendors and customers to establish intimate partnership in the global scope. Just as the introduction on Nescafe shows that the global supply chain of coffee beans is a supply chain to find coffee beans from the primary producers of food to the economic interests of all sectors such as its consumer, including its front-end producers and back-end as a regulator of the government. As a whole, from top to bottom ranging from supply and demand networks to agricultural producers, farmers or agribusiness, processors, distributors, retailers and consumers, it is to increase the production rate of coffee. However, this global production is hidden behind the power of brand. Under normal circumstances, due to the use of a variety of sales channels and cooperation with a number of companies, it is making Nescafe have more than one supply chain, and the food industry chain is highly fragmented, including thousands of manufacturers, wholesalers and distributors, which distribute the products to millions of retail stores until the end of the consumer's hands. In the food supply chain, the final product is appearing in the image of a large company. Due to the brand effect, consumers are usually familiar with these food manufacturers, and they are sold in supermarkets or grocery stores with trademarks of manufacturers. This certified certification mark of Nescafe can help consumers to confirm the safety and quality of food, which increases the existence of information asymmetry between producers and consumers. With an increase of diversity of food source providers, it makes information of Nescafe difficult to be traced back and causes environment damage. The global nature of it has increased the pressure to trace the threat of import, and imports from foodstuffs in countries where food control is not strict whose regulatory system can not meet the needs of the international supply chain, so that imports of food safety problems rises. Thus, the threat of imported food reflects the fragility of the coffee. The agricultural products and its cross-border supply chain is getting more and more decentralized as there is information asymmetry between participants, which is easy to induce disclosure of false information. In each supply chain, there are many logistics service providers that promote the flow of information between products and supply chain members by transportation, storage, management, publicity or other means, so that the coffee reaches the final consumer's hands. Capitalists will not stop cutting trees in rain forest for accumulating profits(Vandermeer, &Perfecto, 336). This may have an impact on international food trade, affecting the quality and stability of Nescafe coffee. Because of the environment, health and safety related issues, the specific operation of the process is more complex than the average supply chain. It can be seen that the global food supply has brought convenience to consumers, but when it comes to food safety, it brings special challenges. To sum up, transnational coffee source providers is used for business efficiency which is hidden behind brands. But it raises question of the sense of responsibility for the global food supply chain participant to improve the quality of information disclosure to achieve coffee quality information traceable. Reference lists Nescafe.com. (2017). “Shaping a new world of coffee”. NESCAFÉ | #itallstarts https://www.nescafe.com/our-world Frank, J. (494). “Ground down in the fields: coffee and state authority in Columbia”. Vandermeer, J; Perfecto, I. Slicing Up The Rain Forest On Your Breakfast Cereal. |
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