Nespresso: export development strategy

Thèmes abordés

Nespresso - Export - Marketing strategy - Competitive environment - Strategy - Cina - India - Brazil - Buyer's behaviour - opportunities - Threats

Résumé du document

This report is an analysis of Nespresso's potential export strategy in three untapped markets: Brazil, India and China.
The leader on the market of fresh portionned coffee currently has to face several threats on all potential new markets, such as different byuers' behaviour, cultural adaptation, and marketing mix adaptation in order to comply with local needs and expectations.
What market could the Swiss company tackle? Why? Which marketing adaptations have to be implemented?

Extraits

[...] NESPRESSO Export Development Strategy page 4/23 I. Nespresso products 1.1 The perfect espresso There are several ways to prepare a coffee: infusion and extraction. Those methods use three different types of coffee preparation: soluble coffee, filter coffee or espresso. Infusion consists in letting the coffee (soluble or filter coffee) infusing in hot water. This type of coffee, retained in a way that makes it in contact with the air, looses a lot of aromas. Moreover, the water passing “through” the coffee is not put under any pressure: there is no crema (froth) on the top, while this crema is in charge of preventing the aromas from evaporating once the coffee is in the cup. [...]

[...] The image in appendix explains the functioning of a Nespresso machine. Design is also essential for Nespresso: each machine has its own design, its own personality. Nespresso machines' range is quite wide, so that it can answer various types of needs. Coffees In order to ensure a unique quality of coffees, Nespresso scrupulously chooses its harbests' origins. Actually, only 10% of the worldwide coffee beans production is at the origin of gourmet coffee, and only 10% of this production corresponds to the profile of Nespresso' Grand Crus aromas. [...]

[...] country integrally exported all around the word. So there is neither global player nor little producers which could be in competition with NESPRESSO. Culture of Robusta culture of Coffea robusta & Coffea Arabica Culture of Coffea arabica . Source: http://fr.wikipedia.org/wiki/Fichier:Carte_Coffea_robusta_arabica_2.png ia.org/wiki/Fichier:Carte_Coffea_robusta_arabica_2.png As we can see on the map previous page, India is an important producer of Robusta coffee. As a result, there are no leading coffee specialists selling coffee in India, since consumers are not used to consume coffee. According to a study carried out by the French CCI, India produces of the global production of coffee. [...]

[...] Competitive environment's analysis . page On the Indian market . page On the Brazilian market . page On the Chineese market . page 12 IV. Buyer's behaviour . page India . page Brazil . page China . page 14 V. Opportunities and threats of each market . [...]

[...] page 19 Appendix Nespresso capsule's advantages . page 21 Appendix Nespresso Grands Crus . page 22 Bibliography . page 23 NESPRESSO Export Development Strategy page 2/23 Forewarning This report contains more than 10 pages. We considered that it was more interesting to develop our ideas in order to obtain a precise and coherent analysis. Moreover, the page setting increased the volume of the report. Data concerning Nespresso were obtained thanks to an interview with Anne-Laure Sacquet, manager of a Nespresso shop in Lille. [...]