MARKETING CASE STUDY:

NESPRESSO
All finesse of highly skilled marketing

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I) NESPRESSO SWOT ANALYSIS:

• External analysis:

|Opportunities: |Threats: |
|Macro: |Macro: |
|Coffee has become, throughout the decades one of the most popular |Serious competition when it comes to soft drinks, like sodas, |
|drinks in the world. 1.5 billion cups / day. |especially among young people. Significant budget differences |
|Socializing moment. |between soft drink companies and coffee companies as far as |
|Pick up in the Prices since 2002. |advertizing goes. |
|Record profits since 2001. |Small producers are tired of getting so little money out of their |
|Consumption mainly in the northern countries. |activity and move to bigger cities to get a steady job and a decent |
| |wage. |
| |Coffee prices crashed until 2002. |
|Micro: |Micro: |
|Huge increase in the capsule segment (57% volume and 56% value) in |Nespresso, Tassimo and Senseo all have growth potential. |
|2005. And then 30% increase each year ever since. |Most of the major players see the capsule segment as a strategic |
|Most brands on the