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Market analysis of Nespresso
| Note : 
RésuméCoffee is one of the most widely consumed beverages in the world. It is prepared from the roasted seeds - commonly referred to as beans - of the coffee plant, and is usually served hot but can also be served cold. Coffee represents 71% of all the United States caffeine consumption followed by soft drinks and tea. Coffee, along with tea and water, is one of the most frequently-drunk beverages, its volume amounting to about a third that of tap water. In 2003, coffee was the world's sixth largest agricultural export in terms of value, behind wheat, maize, soybeans, palm oil and sugar.
Outline:
Marketing environmental analysis
- Description of the brand and products
- Key numbers on the coffee market
- Production statistics
- SWOT for Nespresso
- Nespresso
- Price analysis
Consumer analysis
- Consumption data
Competitor analysis
- Shares in % on the world market
Distribution analysis
- From producers to consumers
- Where the products are sold
Segmentation, Positioning, Targeting
- The prism by Kapferer
- Segmentation analysis
- Targeting
- Positioning criterion
Opportunity product identification
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