Nespresso
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SWOT
Internal diagnostic External diagnostic
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|Strengths |Opportunities |
| | |
|-Belongs to Nestlé group, important reputation |-Coffee is one of the most popular drinks in the world |
| | |
|Present in over 35 countries, with, 200 Nespresso stores in 38 |- Growth of fair trade products |
|cities in Europe, North America and Asia, over 450000 members of the| |
|club and over 3,1 millions consumers.. |- At least some of the consumers are ready to pay more for a more |
| |upmarket coffee |
|Nespresso makes the difference on the coffee market : luxury | |
|position, strong brand image |-New customer expectations: they are much more sensitive to coffee |
| |prices, they are more and more demanding about the quality of their |
|Huge turnover : €695 millions |coffee, they expect an increasing ease-of-use in relation to coffee,|
|Huge growth on a threaten market : 30% per year since 2001 |they are