Background to the study Nestle Company has had superior performance since it was established in 1866 within the food production industry. During its 2008 financial year, the firm’s sales revenue averaged $ 103 billion. The firm owns a number of brands that have managed to attain a significant market share. Some of these brands include Stouffers, Kit-Kat, Nestle Water, and Carnation. The firm operates 456 companies located in 84 countries. In addition, the firm has a well-established distribution network which has enabled its products to penetrate the entire global market. This has made Nestle be a key player in the beverage and food industry worldwide (Nestle USA Incorporation: company description,2010, par. 2) Aim The aim of the report is to analyze the key elements necessary for Nestle to sustain growth in a mature market. Scope The report analyzes the firm’s mission, vision, and fundamental principles. The competitive environment and technological environment are analyzed. The major competitors of Nestle Company are illustrated. The effect of increased globalization on the industry is also considered. The report also considers the increase in health and quality consciousness amongst the consumers. The primary stakeholders are also considered. Finally, the report illustrates the fundamental leadership tasks for Nestlé’s success. Mission statement The company is committed to value addition to its food products so as to provide the best foods. This results from the recognition of the fact that good food acts as a major source of good health. In addition, the management team is committed to meeting the consumer’s psychological needs through anticipation and creation of the solutions. This is achieved by supplying food products that are of high quality and safe for consumption. The management of Nestle is committed to meeting diverse consumer tastes and preferences. To ensure the long-term success of the firm, the management of the firm is committed to improving the firm’s brands (Mohammad, Amir, Adnan &Sami, n.d, p. 3). Vision statement The management of the firm is committed to increasing the firm’s sales revenue. This will be attained through transforming the company from a food manufacturing company to leading health, nutrition, and wellness firm. Fundamental principles   * In its operation, Nestle is aimed at manufacturing products by integrating the concept of value addition. The value added is aimed at being sustained in the long term to the various stakeholders such as the employees, customers, shareholders, and suppliers.   * Recognition of the fact that the consumers have a legitimate interest in the operation of the firm. This includes the firm’s actions, beliefs and behaviors in relation to the firm’s brands since they trust the brands. The company recognizes the fact that the firm cannot be in existence in the absence of the customers.   * Recognition of the importance of integrating professionalism and social responsibility by both the management and the firm’s employees in the success of the firm. To attain this, the management of the firm has formulated a comprehensive recruitment procedure and a continuous training program in effort to develop it human capital.   * Incorporation of legislation as the best mechanism of safeguarding a