Nespresso and the U.S. Market Case Solution

This Case is about  STRATEGIC PLANNING

PUBLICATION DATE: August 13, 2014 PRODUCT #: W14362-HCB-ENG

At the commencement of 2012, Nespresso, a developer and distributor of home-brewed, single-serve coffee machines and capsules, is contemplating how best to inflate its amount of share of the U.S. market.

Nespresso and the U.S. Market Case Solution

It had consistently relied on organic growth through a few superior department store chains and also its own retail stores. Nevertheless, between 2011 and 2005, the demand for capsule java boomed, and this brought several new competitions, including Starbucks, while their advertising costs increased. How should its strategy to make sure future increase alter?

Should it relinquish its supply system that is closely restricted to be able to provide consumers increased convenience? Should it change its merchandise to better fit the U.S. flavor for milk-based java? Or should the demand be instigated by an upsurge in marketing?

Nespresso and the U.S. Market Case Solution
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