Federica Galfo M38/000789 Stefano La Cognata M38/000799 Tetyana Koptyayeva M38/000695 BLUE OCEAN STRATEGY Chan Kim and Renée Mauborgne “ Blue Ocean strategy” “How to create uncontested market and make competition irrelevant” BLUE OCEANS = unknown market spaces with few competitors Blue Ocean strategy VALUE INNOVATION (Differentiation) = Search for “Blue Oceans” • Exploring non customer groups • Challenging the industry’s strategic logic FOUR ACTIONS FRAMEWORK Key questions a company should
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designer bags and shoes from Europe‚ Ms Lew Shi Yun stuffs her suitcases with coffee. As she downs two to three cups a day‚ she tries to load up on coffee capsules from Nespresso when she travels. Her record haul was 500capsules from a single trip. As one of the most recognisable brands in the coffee drinking industry‚ Nespresso pioneered the single-use capsule coffee machine system. Instead of dealing with loose coffee powder and
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Corporate Social Responsibility in the Coffee Industry Master Thesis submitted in fulfillment of the Degree Master of Science in International Tourism Management Submitted to Dr. Ursula Christine Loisch Antonia Ria Markoulakis 1013003 Vienna‚ 8th June 2012 AFFIDAVIT I hereby affirm that this Master‟s Thesis represents my own written work and that I have used no sources and aids other than those indicated. All passages quoted from publications or paraphrased from these sources are
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We didn’t experience this problem in our tests and if such a thing should occur‚ we recommend you stop using the machine immediately and reach out to the customer service without delay. Pros • Made from patented Nespresso and DeLonghi technology‚ which are reliable names in espresso and cappuccino brewing world. • Comes with a single-touch milk system‚ which gives you an automatic creation of milk based drinks with ease. • The milk tank can easily slide to the front
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your kitchen as its sleek and compact design means it can be stored atop a counter or table without taking away room from other essential appliances. Finally‚ the De’Longhi Lattissima Touch boasts a unique means of waste disposal‚ ejecting used Nespresso capsules into a collection tank to be emptied at your
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they want to improve the sales from this brand. Nestle has a new strategy for this brand . Nestle wants to use the same approach for Maison Cailler products than Nespresso products when the brand was launched for the luxury home coffee market. Here Maison Cailler is starting small and wants to prevail in the market like with Nespresso in the past. They want a new packaging for their products with personnalized boxes and they use new flavours for their chocolates like verbena or rasperry. The cocoa
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There are a few examples of monopolies in such markets‚ for example Nespresso and Panadol (paracetamol). Singleton and Howard (1977) explored aspects towards such monopolies and stated that in a free market society they have the ability to charge high prices without question‚ being the sole providers of such goods or services‚ therefore giving them impunity. Nestle’s coffee counterpart Nespresso invented capsule technology as a more convenient way for making coffee and added copyrights
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MARKETING STRATEGY MKT540 Marketing Strategy Assessment 2 Factors Impacting Strategy Executive Summary There are numerous factors that impact and inform the development of an organisation’s marketing strategy. For companies to succeed in the ever-evolving and turbulent marketplace of today‚ they must identify factors that influence and impact the direction of the industry and integrate them into the marketing strategy accordingly. This report looks at the ways in which corporate
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Coffee Co‚ Peet’s Coffee and Tea‚ and Einstein Bros. Bagel (Gasparro‚ 2015). The acquisition of Keurig allows JAB to improve competitive position in the global coffee market and the possibility to compete with its global rival‚ Nestle Nespresso. Right now‚ Nestle Nespresso is dominating the global market with its pod-based brewers without much competition. The acquisition of Keurig Green Mountain by JAB Holding Company provides the financial resources and global perspective necessary for Keurig to expand
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substituted for a competitor’s product. However‚ if there is a valuable product differentiation compared to competitors a lower service level may be tolerable. Take Keurig and Nespresso that specialize in single servings of coffee. Finding the availability of the k-cups for Keurig is much easier and therefore convenient than the Nespresso coffee maker. And now Keurig is taking coffee and convenience to a whole new level as GE and Keurig have geared up to launch the GE Café refrigerator with a built in Keurig
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