Stage 2 - Financial Analysis
In regards to the expected annual percentage growth for Kit Kat in Singapore, we have investigated its growth for the last 4 years. It seems that the brand enjoys a small but constant growth in the market. When our team went to the Nestle Office, we learnt that the brand is committed to develop future marketing strategies, especially in online and social media marketing. Since we know that there is a developed preference for social media (Facebook and Twitter) across all segments in Singapore, we predict that there could be annual future growth from around 2% (for teenagers and tertiary students with spending power) to 3.2% (for adults age 35 to 54). Likewise, young professionals, who are technology savvy, will contribute about 3% of Kit Kat Singapore annual growth due to the success of the marketing strategies. However, we believe that senior citizens are less receptive to new technologies. Hence, there could be an annual decrease in the market (- 0.2%) for the next 5 years.