{draw:frame} INTRODUCTION 1986 Nestle decided to lunch the Nespresso S.A not knowing that it will reach incredibles goals. But Nespresso didn´t work world wide upto Krups became the key supplier of machines. Nowadays, Nespresso had became the European leador of coffe produce by capsules. “Nespresso is today present in over 35 countries, with 19 subsidiaries and more than 300 staff. There are 11 partners for the machines, 6500 points of sale were the machines are available, , 42 Nespresso stores in 38 cities in Europe, North America and Asia, over 420000 members of the club and over 2 million consumers. In 2005, net sales reached 529 million euros. “Quoted from the case study Nespresso by Danielle Castagnoni,Tim White. Nesspreso does not only sales to their customer coffe, they sales a style of life, an image. Nespresso SWOT Strengthens Regarding the product, Nespresso is the only one to offer a real espresso coffee. In fact, the others machines (Senseo and Tassimo) don’t make this kind of good coffee. Machines are a real strength of Nespresso since the brand has the more innovative products: esthetical and easy to use. The main strength of Nespresso is the capsule innovation that has made the brand the European leader in espresso machines (2005). It consists in one capsule for one coffee. The product is hermetically closed which allows keeping the good taste of the coffee. In this idea, Nespresso machines work only with the same capsule brand. So, users of Nespresso have to buy Nespresso capsules. It is a real advantage for the brand The positioning of Nespresso allows high prices of machines and capsules. Consumers are loyal, they want the quality of products they buy and also they desire the innovation that Nespresso offers. The creation of a “Nespresso Club” permits to give personal advice and solution to each consumer. It allows also maintaining the great image of Nespresso and the feeling