Stategic management of Nespresso

Docs en anglais | 25 pages | 27-02-2008 | Format : | Note : Non noté |

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Résumé

Today, coffee is not only a warm drink that wake up us, it becomes a moment of pleasure and relaxation.

We chose to study a brand, Nespresso, which leads the luxury through a product seen as a good of mass consumption: coffee.

What does the marketing of a such company looks like?

To answer this question our presentation will be made in five parts. First we will make a short presentation of the brand and its products. Then, we will analyze the situation in which the brand is.

After, we will analyze the marketing strategy and the marketing mix. To finish we will make a short analysis of the consumer behaviour.

Table of contents:

Introduction

I) PRESENTATION OF THE BRAND

II) EXTERNAL ANALYSIS

A. The market
1. Key figures
2. Competitors
3. Distribution channels

B. Environmental factors
C. Porter analysis
D. Consumer behaviour

Threats and Opportunities

III) INTERNAL SITUATION ANALYSIS

A. Position of Nespresso on the market
B. Marketing analysis and Positioning
C. Marketing mix
1. Product
2. Place
3. Price
4. Promotion

Strengths and Weaknesses

Conclusion

Sources

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