Nespresso International marleting strategy
307 – INTERNATIONAL MARKETING STRATEGY
INTERNATIONAL MARKETING
ANALYSIS FOR
PELLER SANDRA – Student ID Number: 6097879
Executive summary
The aim of this report will be to present the international marketing analysis for the world renowned company that is Nestlé, and more particularly focusing on one of its products: the coffee pods sold by the sub-brand
.
To carry out this analysis, the report will be structured in several parts.
First, we will analyze the role being played by the marketing of the brand, both from a local and international perspective. But also the strategies put in place, mostly at the international, regarding the targeted customers, the positioning and segmentation, and the importance that such strategies represent.
We will see after that, the different operations that the company set up to attract new consumers, especially thanks to advertising but also the resources used for retention.
Innovation and future trends are issues forming an integral part of the strategy for
Nespresso, and that, since its start. We will see how the brand is always aware and even ahead of some trends to meet the needs and desire of consumer, who are becoming more and more demanding.
And finally, we 'll talk about the external environment which is to take into account by the company to establish itself in different countries, and that, through the PESTEL tool.
Word count: 2196
1
Table of Content
Introduction
1. Analyze the nature and role of marketing
1.1 At a local level ……………………………………………………………………………………………………. P. 4
1.2 At an international level …………………………………………………………………………………….. P. 4
2. Analyze marketing concepts and approaches
2.1 At a local level ………………………………………………….……..…………………………………...……. P. 5
2.2 At an international level …………………………………………………………..…………………….….. P. 5-6
3. Evaluate the implications on international organizations
3.1 Implications of segmentation …………………………………………………..……………….……….. P. 7
3.2 Implications of targeting
INTERNATIONAL MARKETING
ANALYSIS FOR
PELLER SANDRA – Student ID Number: 6097879
Executive summary
The aim of this report will be to present the international marketing analysis for the world renowned company that is Nestlé, and more particularly focusing on one of its products: the coffee pods sold by the sub-brand
.
To carry out this analysis, the report will be structured in several parts.
First, we will analyze the role being played by the marketing of the brand, both from a local and international perspective. But also the strategies put in place, mostly at the international, regarding the targeted customers, the positioning and segmentation, and the importance that such strategies represent.
We will see after that, the different operations that the company set up to attract new consumers, especially thanks to advertising but also the resources used for retention.
Innovation and future trends are issues forming an integral part of the strategy for
Nespresso, and that, since its start. We will see how the brand is always aware and even ahead of some trends to meet the needs and desire of consumer, who are becoming more and more demanding.
And finally, we 'll talk about the external environment which is to take into account by the company to establish itself in different countries, and that, through the PESTEL tool.
Word count: 2196
1
Table of Content
Introduction
1. Analyze the nature and role of marketing
1.1 At a local level ……………………………………………………………………………………………………. P. 4
1.2 At an international level …………………………………………………………………………………….. P. 4
2. Analyze marketing concepts and approaches
2.1 At a local level ………………………………………………….……..…………………………………...……. P. 5
2.2 At an international level …………………………………………………………..…………………….….. P. 5-6
3. Evaluate the implications on international organizations
3.1 Implications of segmentation …………………………………………………..……………….……….. P. 7
3.2 Implications of targeting
References: Aurélie Charpentier (2007) Nespresso, un seul objectif : la perfection [online] available from <http://www.e-marketing.fr/Marketing-Magazine/Article/Nespresso-un-seul-objectif-laperfection-18781-1.htm> [01/05/2007] Jean Watin-Augouard (2010) Nespresso le joaillier du café - Revue des marques : numéro 69 [online] available from <http://www.prodimarques.com/documents/gratuit/69/nespressole-joaillier-du-cafe.php> [January 2010] Maggie Chen (2013) Advantages Doing Business Internationally [online] available from <http://ctlinternational.ca/blog/advantages-doing-business-internationally/> [February 22, 2013] Mark Tungate (2014) Branded Deluxe: Nespresso’s Not Just Coffee, It’s A Lifestyle [online] available from <http://www.marketingmag.ca/consumer/its-not-just-coffee-its-a-lifestyle-2116245> [June 01, 2014] Marketing School (n.d.) Explore the Strategy of International Marketing [online] available Martina Lux-Arenz (2013) How strong is the brand Nespresso? [online] available from <http://www.brand-trust.de/en/insights/articles/2013/Nespresso-strong-Brand.php> [10. Nestlé Nespresso SA, Corporate Communications (2014) global brand community [online] available Roberto A. Ferdman (2014) Someone is finally forcing Nespresso to open-source its coffee pods [online] available from <http://qz.com/200161/someone-is-finally-forcing-nespressoto-open-source-its-coffee-pods/> [April 17, 2014] Single Serve Coffee Reviews - Aromacup.Com (2010) You Have Just Bought Your Nespresso Machine <http://www.aromacup.com/nespresso/guides/you-have-just-bought-your-nespressomachine-so-now-what/> [22 December 2010] Stephanie Keinert (2013) Nespresso – What else? [online] available Tout sur Nespresso (2012) Nespresso ou la success story d 'une capsule [online] available from <http://www.undervaluedequity.com/Country-Risk-Ranking-System-How-I-Assess-MyStock 's-Country-Risk.html> [n.d.] Victoria Slind-Flor (2013) Nestle loses patent on a Nespresso single-serve coffee machine [online] available from <http://business.financialpost.com/2013/11/26/nestle-loses-patenton-a-nespresso-single-serve-coffee-machine/> [November 26, 2013] 15