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    publié le 28/02/2007

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    Market analysis of Nespresso

    Document de 16 pages au format WORD

    RÉSUMÉ

    Coffee 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.

    AUTRES

    II) Consumer analysis

    A. Consumption data

    III) Competitor analysis

    A. Shares in % on the world market

    IV) Distribution analysis

    A. From producers to consumers
    B. Where the products are sold

    V) Segmentation, Positioning, Targeting

    A. The prism by Kapferer
    B. Segmentation analysis
    C. Targeting
    D. Positioning criterion

    VI) Opportunity product identification

    16

    Docs en anglais publié le 28/02/2007

    5,40 €

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