Nespresso and the U.S. Market
商品編號：9B14M080
出版日期：2014/08/13
再版日期：2014/08/13
商品來源：Ivey
商品主題：General Management/Strategy; Marketing
商品類型：Case (Library)
涵蓋議題：Strategic planning;distribution;industry management;United States
難易度：4 - Undergraduate/MBA
內容長度：12 頁
地域：United States
產業：Retail Trade;
事件年度：2012
At the beginning of 2012, Nespresso, a manufacturer and distributor of home-brewed, single-serve coffee machines and capsules, is considering how best to increase its share of the U.S. market. It had always relied on organic growth through its own retail stores and a few premium department store chains. However, between 2005 and 2011, the demand for capsule coffee boomed, and this attracted a number of new competitors, including Starbucks, while existing competitors increased their marketing expenditures. At the same time, Nespresso’s patents were expiring, and some supermarkets started selling generic capsules for Nespresso machines. How should Nespresso change its strategy to ensure future growth? Should it relinquish its tightly controlled distribution system in order to offer increased convenience to consumers? Should it alter its product to better match the U.S. taste for milk-based coffee? Or might an increase in advertising spur demand?
教學手冊：8B14M080
補充材料：