Presentation of Nespresso

Résumé du document

Coffee is a product which has become indispensable today. Coffee represents 4% of the world trade foodstuffs that are exchanged. More than a simple product, drinking coffee, and during anytime of the day, has become a rite, a custom, a tradition. Nespresso is a brand of Nestle, a Swiss firm. Nestle is the world leader on the market of food industry. Created in 1986, Nespresso restores an image of luxury, with up-market products, which beyond its usage value gets a precious moment of pleasure and relaxation. Nespresso is a certified concept which produces and markets coffee, and propose numerous accessories and services.

Extraits

[...] Nespresso appropriates the invention of the espresso process and communicates in a timely manner on the fact that it guarantees the real espresso just as the Italian coffee Taste Of Italy.' b. Segmentation analysis The coffee market is segmented into two big parts. The first part is the ground and the second is the soluble portion. Here is a plan which represents the segmentation of coffee from the point of view of the offer and in turn the position of Nespresso and its main competitors. [...]

[...] However, the new trend is that coffee is being served cold. A survey in the United States confirmed that coffee consumption was at its peak in this region. The percentage of caffeine consumers was nearly 71% across the United States. Another astonishing factor was that soft drinks and tea consumption comprised of a lesser percentage as compared to coffee across the American continent. However, as a generic phenomenon, coffee is the most frequently consumed beverage across the world. In terms of volume, coffee contains nearly one third of tap water. [...]

[...] The price of machines varies from 179 Euro to 649 Euro. This pricing structure is mainly in accordance with the model and the brand Consumer Analysis A survey by the International Coffee Organization in 2004, revealed the following results with respect to the consumption of coffee. The survey was conducted across various countries. Coffee Consumption across various countries in 2004 Country Brazil Colombia Salvador Guatemala Nicaragua Mexico Scandinavia Denmark Holland Belgium Austria Germany France Switzerland Italy Canada Greece, Spain, UK, Australia, Japan Consumption (kg/person) From the above chart, it is noticed that the main coffee consumers are the Scandinavian people, followed by the Danes, Dutch, Belgians, Austrians and the Germans. [...]

[...] Nespresso, originated in 1986. Since then, it has continued to restore its image as a luxury product with up-market products. A stunning quality of Nespresso is that it creates a precious moment of pleasure and relaxation. Nespresso is a certified concept which produces and markets some coffee capsules and proposes numerous accessories and services. The Nestle Nespresso SA firm is one of the fastest growing operating units of the Nestle Group. It is the world's leader in the food, beverage, and nutrition and wellness area. [...]

[...] the pathway structure) Coffee culture Collecting Grinding Brewing Fermentation Washing and Drying Industrialization Exportation Roasting and Packaging Producer families Producer families Base organization (10-30 families) Central organization of the cooperative World's Roasters Producer families “www.ethiquable.com” Let's begin by understanding the above figure. As one can notice, the first intermediary in the circuit is the producer family. Their task is only based on the coffee culture. In other words, they just sprinkle the coffee and they upkeep the coffee. The second intermediary is the base organization. Their principal tasks range from collecting the coffee until it is washed and dried. Their function is as critical as that of the producer family. [...]