Nespresso, étude de cas en anglais

Following the presentation of my friends, I will give you now some technical specifications

Nespresso company, headquartered in Switzerland, is a subsidiary of Nestlé group since 1986. He sells coffee machines pods. These capsules are distributed only within Nespresso shops

Nespresso takes root in many countries such as Switzerland, France, Italy, Japan and the United States (the brand is now present in 50 countries). In 2011, the company achieved a turnover of 2.95 billion euros, it has according “Le Figaro”, a profitability "close saved in the luxury industry levels"

Now Nespresso is under the direction of Jean-Marc Duvois that it begin in March 2013 with a great success.

The Nespresso competitors

we have two direct Nespresso competitors are:

• Senseo (coffee house) by Philips and Sara Lee

This is the main competitor of Nespresso in France. Senseo is the result of an alliance between Philips and Sara Lee (coffee house). The brand is not quite on the same market segment as Nespresso. The brand is positioned in the filter coffee market, while Nespresso is on the espresso market.

Tassimo (black card) by Kraft Foods and Braun

This is a strategic revolution in food group Kraft Foods to be competitive in the coffee market, and particularly on the market coffee machine. The Tassimo machine is one of the competitors Nespresso. it is not positioned exactly on the market for espresso, she manages still to be a competitor in terms of sales volumes from consumers. It was created in France in 2004 and has become a global machine with distribution in Switzerland, the United Kingdom, Germany, United States

We can see both similarities and differences between Nespresso and theire competitors based on five factors: target, machine design, distribution, price/machine and price/pods

Starting with the target:

Senseo targets the general public. The objective of Philips and Sara Lee to stay on the concept of usability, simple moments and sharing. No targeted marketing is made because the target is very wide.

Tassimo will focus on single individuals or types torque because dosage is individual. However, with its wide range of products, the target can be extended to a whole family ("Coffee for Sir tea for her and chocolate for the children ").

Nespresso targets the individuality, the wealthy , modern and urban.

Machine design:

We have two completely opposite machines (nespresoo / Senseo). One is rather simplistic while the other plays a beautiful design and sophistication while Tassimo machine is described

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