A marketing plan for entry of coffee Nespresso to the HK market
Introduction
Nestlé Nespresso S.A. is the operating branch of nestle group which has its base in Lausanne, Switzerland and it is best known by its brand name Nespresso. There are machines known as Nespresso machines that brews espressos altogether with full size coffee obtained from coffee pods. The Nestle Company vends its system of machineries and capsules globally, in addition to Vertuo Line scheme in North America. Eric Favre, nestle staff, developed, patented and presented the Nespresso systems in 1976, but the outcome was not appealing from the Switzerland market. The product became a success in 1988 due to the efforts fused with Jean-Paul Gaillard, who was a corporate man …show more content…
Marketing strategy involves both short and long-term undertakings in the field of commerce that compact with the scrutiny of the tactical preliminary state of a company and the devising, weighing and selection of market-oriented plans and consequently contribute to the aims of the company and its marketing objective. The devising of a good marketing strategy is vital to any firm and without it; the business won’t be able to reach its target group who are potential buyers of their goods and services. The pinpoint of the strategy should be to effectively communicate to potential customers about the benefits of the business products and services and how they can affect their desires.
The main aim for the marketing of Nespresso is all about creating customer value and profitable customer relationships. Marketing strategy usually involves two main questions (Kolter & Armstrong (2010).
Which target group will be served (segmentation and targeting)?
How to create value for them (positioning and …show more content…
A 'PEST' analysis aids in identifying the root opportunities and threats in the market:
Political and legal vicissitudes - including new regulations and policies
Economic factors - such as interest rates, exchange rates and consumer confidence
Social factors - such as fluctuating attitudes and lifestyles, and the elderly population
Technological factors - such as new materials and growing use of the internet
Evaluation of Selected Target Markets
It is obvious that Nespresso cannot profitably serve all customers in Hong Kong. There are a variety of consumers with varying kinds of needs. However, it is obvious that Nespresso is in a position to serve some customer sections better than others. Thus, Nespresso must divide up the total coffee market, choose the best sectors, and design strategies for profitability serving those chosen segments. This process involves market segmentation, market targeting, positioning and differentiation.
Market
Introduction
Nestlé Nespresso S.A. is the operating branch of nestle group which has its base in Lausanne, Switzerland and it is best known by its brand name Nespresso. There are machines known as Nespresso machines that brews espressos altogether with full size coffee obtained from coffee pods. The Nestle Company vends its system of machineries and capsules globally, in addition to Vertuo Line scheme in North America. Eric Favre, nestle staff, developed, patented and presented the Nespresso systems in 1976, but the outcome was not appealing from the Switzerland market. The product became a success in 1988 due to the efforts fused with Jean-Paul Gaillard, who was a corporate man …show more content…
Marketing strategy involves both short and long-term undertakings in the field of commerce that compact with the scrutiny of the tactical preliminary state of a company and the devising, weighing and selection of market-oriented plans and consequently contribute to the aims of the company and its marketing objective. The devising of a good marketing strategy is vital to any firm and without it; the business won’t be able to reach its target group who are potential buyers of their goods and services. The pinpoint of the strategy should be to effectively communicate to potential customers about the benefits of the business products and services and how they can affect their desires.
The main aim for the marketing of Nespresso is all about creating customer value and profitable customer relationships. Marketing strategy usually involves two main questions (Kolter & Armstrong (2010).
Which target group will be served (segmentation and targeting)?
How to create value for them (positioning and …show more content…
A 'PEST' analysis aids in identifying the root opportunities and threats in the market:
Political and legal vicissitudes - including new regulations and policies
Economic factors - such as interest rates, exchange rates and consumer confidence
Social factors - such as fluctuating attitudes and lifestyles, and the elderly population
Technological factors - such as new materials and growing use of the internet
Evaluation of Selected Target Markets
It is obvious that Nespresso cannot profitably serve all customers in Hong Kong. There are a variety of consumers with varying kinds of needs. However, it is obvious that Nespresso is in a position to serve some customer sections better than others. Thus, Nespresso must divide up the total coffee market, choose the best sectors, and design strategies for profitability serving those chosen segments. This process involves market segmentation, market targeting, positioning and differentiation.
Market