Nespresso Marketing Plan
Autor: Sat_15 • October 9, 2015 • Business Plan • 2,665 Words (11 Pages) • 1,813 Views
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Project Report
Nespresso marketing plan (60%)
Commissioned by and prepared for:
Principles of Marketing Management
B.A/ (Hons) Business and Management
University of Northampton, United Kingdom
April 2015 module
Tutor: Dr Adrian Liew
By:
Satveer Dhillon (UON ID: 15400105)
Executive summary
There is an opportunity for Nespresso to improve its sales over the next three years. Nespresso at the moment is only selling their espresso capsules online or in one of there three boutiques in New Zealand. The machines using these Pods are however sold in over 290 retails around New Zealand. So why not ask these retails to sell the capsules too? Doing this, will stop the customers from buying Pods from the competitors that are compatible with Nespresso machines
Table of Contents
Executive summary
Background
Machines
Capsules
Capsule recycling
Situational analysis
PEST Analysis
Economic factors
Socio-cultural factors
Political factors
Technological factors
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
Competitors Analysis
Marketing strategy
Target market
Positioning
Target market
Product positioning
Product line
Price
Communication
Sales force
Advertising
Sales promotion
Synchronous
Research and development
Marketing research
Marketing mix
Product
Price
Place
Promotion
Implementation and control
Conclusion and recommendations
Background
The Swiss company Nestle launched Nespresso back in 1986. Nespresso system concept was a Swiss coffee inventor and pioneer Eric Favre’s idea. The company has ever since grown significantly. Nespresso has managed to have an annual growth rate of 30% since the year 2000. Today, Nespresso is available in more than 50 countries and sales are around US$ 1.7 billion a year (Kotler & Armstrong , n.d.).
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