This report is mainly aimed to explore the issues or challenges related to the use of

management information system that are faced by the business organisations while dealing in
the international market. To study this subject, the report has undertaken Nestle Corporation
as a case study organisation to explore the information management system related issues or
opportunities that are face by the company in Australian market. The report in this context has
provided brief background information of the Nestle and its business practices in Australia and
use of information system/technology management practices by Nestle. In order to conduct the
organised audit of the companys business in Australia, the report has use a strategic analysis
model named Porters Competitive Forces model that has provided a clear picture of Nestles
competitive position in Australia in its related industry. Further, the report has explored the
ways in which management information system can help the company to gain competitive
advantage. In the end of the report, the major findings of the discussion are summarised in the
form of conclusions. This report is a significant piece of information to help management of
Nestle to exploit new business opportunities in Australia to win competitive position in the
longer run.
Introduction
Nestle is a multinational company which deals in food and beverage industry. Nestle has been
performing very well in the international market in attracting consumers (Nestle, 2014). Nestle
has gained greater financial capability through improving its market share and retaining
improved degree of financial power. In its manufacturing process, the company uses the latest
information technology systems in order to gain sustainable competitive advantage. With the
help of new information system based technology, the company has gained successful position
in the dynamic business environment. The business of Nestle in Australia is also very
flourishing since many decades. In Australia the company serves customers through a network
of sales agents. The company does follow advanced technology means in order to adapt newer
technology in its research and development process. In this context, the following research
mainly aims to explore existing status of information system/technology implications in
Australian business environment. In this report, Porter Competitive Forces Model has been
used as a strategic model in order to audit the information management system of Nestle in
Australia. The report has also provided some ways through which the company can gain
improved competitive advantage in Australian business environment in long run.
Exploration of Nestle Australia Business and Use of Information System/Technology
Management
Nestle took decision to set up its business in Australia in the year 1908, when it became the
second largest export market of Nestle in the year 1906. In this way Nestle initiated its local
production in Australian market (Nestle Australia and UK, 2014). In order to understand the
business conditions of Australian market, Nestle operates its business in Australia through
having collaboration with nutrition department of the Australian Institute of Sports.

In Australian business market, Nestle has keen focus on using present information technology
means in order to exploit long term business opportunities. In addition to this, with the help of
using information technology means the company has made its operations smooth and has
increased its sales through improving its efficiency of packaging and other operational
functions. Nestle has gained several new technological capabilities with the use of information
management system. The use of the new information management technologies has been for
several new business initiatives such as making the new products more innovative through
renovating them by the ideas adopted from other company information available on internet.
In order to do consumer centred innovation, the company has used advanced information from
information technology means to make its strategy flourish worldwide. In order to advertise
consume related information, Nestle takes help of its website (Nestle: Full Privacy Policy, 2014).
Nestle has made a privacy policy in Australia under which the personal information collected
from the customers is kept confidential. The main issue that is faced by the company in the use
of the personal information is that it has to follow the rules of privacy policy in a strict manner.
This issue is also faced by the company while operating through its social networking sites.
When the company has to take information of the customers from the third parties, it has to
follow the business customer credit applications within the premise of information technology
means. In the distribution process of Nestle followed in Australia there are more than 5 lacs of
suppliers and thus the suppliers information database of the company has become too messy
that is complicated for the company to manage (Gooderham and Grogaard 2013). In order to
deal with these issues the company is focusing on improvement of the quality of data and has
been taking significant steps towards this process. The company has also been overhauling its
information technology system with the application of new software such as SAP. In this way,
strategic changes have been made in the company through effective means.
Audit of Management Information System
Management information system pursued by a business organisation can be considered as one
of the major measure of achieving some intensive amount of success in the long term
perspective. In the context of Nestle Australia also, the role and significance of the system can
be justified. For the purpose of revelling viability of existing Management Information system
employed by the company, Porters five competitive force model can be taken into
consideration. In regard to this model, the viability of existing system can be revealed with the
help of five different crucial competitive forces. For Nestle Australia the auditing of the existing
Management Information system can be presented in terms of Porters five forces Model.
Bargaining power of customers
Bargaining Power of customers in Australia can be considered quite high as there is a
high degree of competition prevailing in the industry. The taste and preferences of Australian
customers keeps on changing on frequent basis. In this way, in the market bargaining power of
customers for the company can be considered quite high. For the purpose of satisfying well

diversified needs of customers in Australian market, the company requires frequent changes in
the product and service offerings in the most frequent manner so that it can be able to match
the preferences of customer (Gooderham and Grogaard 2013). In regard to this force of the
market, the existing level of Management Information System installed in the organization is
not quite adequate as it is not so advanced and up to date that it can provide point to point
information in the most detailed manner (Nestle: Full Privacy Policy 2014).
Bargaining Power of Suppliers
High bargaining power of suppliers of raw material can also be regarded as one of the
most critical features of the market of Australia for Nestle. The country operates in the global
market with more than 555000 suppliers. In the Australian market also, the company is having
a large pool of suppliers. Earlier, the prime issue faced by the company is related with the
integration of different suppliers across the globes. In this regard, the existing database of the
company was not quite effective. About 9 million records of vendors and suppliers of the
company were become corrupted and obsolete (Gooderham and Grogaard 2013). However, in
existing period of time, the company has started to manage its supplier base with the help of
newly installed SAP software (Knolmayer et al 2009).
Threat of New Entrants
From the perspective new entrants also, the market of Australia can be considered quite
challenging for Nestle. In the country, the entry barriers for the industry are not quite high
which provides a significant amount of threats for the company. In regard to this threat, the IT
system of the company requires more improvement. Frequent entry of new entrants can be
considered quite problematic for the company as new companies bring new technologies with
them. For the purpose of countering new technological system of new entrant, business
organization requires frequent updation and advancement of the system. In this regard, the
existing system of the company is not effective enough that can be able to update itself
automatically (Gooderham and Grogaard 2013). Owing to this reason, the company requires
to undertake some modification in its existing system.
Threat of substitutes
High availability of substitute products of Nestle can also be recognised as one of the
crucial competitive force for the company that can affect the viability and profitability of the
product in the Australian market. In order to counter this threat, it is essential for the
management to have comprehensive information related to the entire marketplace. In context
to this requirement, there is a need of highly responsive and integrated Management
Information system that can be regarded as means of collecting information other industries
and its products also so that information regarding substitute can be revealed. In direction to
this, existing MIS of the company also requires some integrity with other related products and

industry so that comprehensive views to the management can be delivered (Knolmayer et al

2009).
Competitive Rivalry
The last but not the least competitive force for the company in the Australian market as
per Porters competitive force model is competitive rivalry. In the Australian market, high
degree of competition can also be considered as the prime feature of the country for the
company. There are different crucial competitors operating in the market of Australia, which
are making business activities tough for the company. In this regard, the existing Management
Information System pursued by the company should be effective enough to trance activities of
competitive firms in the market and suggest the most suitable action and strategy for the
company. Recently the company has added SAP software in existing IT framework, which helps
the company to maintain effective records of its close competitors (Knolmayer et al 2009). This
can be regarded as one of the most crucial opportunities for the company with its new MIS.
In this way, it can be understood that there are some positive and negative aspects of
MIS installed by the company for the purpose of operating in Australian marketplace.
Use of MIS System for Nestle to Gain Strategic/Competitive Advantage
With the application of the new means of management information system, the firms like
Nestle can gain strategic as well as competitive advantage in long run. With the application of
the management information system the company can collect updated information related to
its customers as well as competitors (Oz, 2008). This information can be used by the company
to make significant changes in its business strategies and strategic decisions and with such an
initiative it can gain competitive advantage over rivalry firms. With the inclusion of new
information system means the company can improve its operational functions and even can
save billions of amounts on annual basis (Papp, 2001). The information technology means can
provide the company a strong information base by using which the company can integrate its
business information. In addition to this, the new information management system can be used
by the company to improvise its advertising and sales promotion activities in a significant
manner.
Conclusion
On the basis of the discussion made in the paper, it can be concluded that management
information system can be considered as an important requirements for the long term success
of the organisation. Effective MIS helps the company to collect some crucial information from
the marketplace and use them in the most effective manner. Adequate, timely and effective
information about internal and external business environment helps the company to take some
effective and impactful decisions in the favour of the company. This competence serves as an
intensive competitive advantage for the company. In this regard to this, presented paper has

audited existing MIS installed by Nestle Australia for taking decisions and undertaking planning
in the market place. As per the results of this auditing done in terms of Porters competitive
forces, it can be reflected that in the context of managing complex relationship with suppliers
and countering competitive rivalry, the existing position of MIS of Nestle can be considered
quite effective and potential. In contrast to this, the existing system will require facing issues in
the reference to rest of the forces, i.e. high degree of bargaining power of customers, threat of
substitute and threat of new entrants.