Description
what is the product or service? Describe it in detail and explain how it fits into the market.
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Running head: MARKETING REPORT
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Marketing Report for Nespresso
Student’s Name
Institution
Date
MARKETING REPORT
Table of Contents
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Page No
1. Executive Summary…………………………………………………………………………….3
2. Introduction………………………………………………………………………………….…4
3. Mode of Entry………………………………………………………..…………………………4
4. Local Partner……………………………………………………………………………….…...5
5. Segmentation/Targeting/Positioning………………………………………...………………….5
6. Marketing Mix (4 Ps or 7 Ps)……………………………………………..…………………….6
7. Managing the Marketing Effort…………………………………………...……………………8
8. Conclusion………………………………………………………...……………………………9
9. References………………………………………………………..……………………………10
10. Appendix……………………………………………………………………………………..11
MARKETING REPORT
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Executive Summary
This report is based on the Marketing Strategies of Nespresso in the UAE market. It is a
marketing plan structured by the company in a bid to enter the UAE market and establish itself.
The Nestlé Nespresso Company is an independent, internationally managed entity of the Nestlé
Group. With the company head office within Lausanne, Switzerland, Nespresso is existent in
more than 60 nations and counts above 12,000 workers globally (Nestle-nespresso.com, N/A).
Nespresso has enjoyed an appealing market for many years; as a result, offering the brand a
fierce rivalry. The Nestlé Nespresso Company has carried out research to comprehend the needs
of the target customers within the UAE market. The company utilizes policies that have worked
well to position the product for all the ages of the target consumers. The Nestlé Nespresso
Company is a reliable product that is already established in various consumer markets, and it is
complicated for such a brand to face rivalry from other brands. The success is because of the
business’s marketing approaches and set strategies. This marketing plan offers commendations
for Nespresso to establish itself within the UAE market. It is a well-explored marketing design
that serves to consider the global marketing strategies that have made various corporate firms to
flourish within the business. Within UAE, there are other established companies with similar
products, and as a result, the company may face firm competition from these businesses.
Introduction
Nespresso is a well-known brand, predominantly for those who love coffee (Nestlenespresso.com, N/A). Coffee is part of the people’s tradition as well as lifestyle. Currently,
coffee consumption tripled within the UAE by almost 90%. As a result, the UAE is developing
to be the quickest growing marketplace by volume for coffee within the globe. Many people are
MARKETING REPORT
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coffee specialists and providing them with a cheap, low quality coffee will not always work.
Nespresso’s offers excellent quality coffee at a low cost compared to the many rivals within the
area. Nespresso’s approach is that one needs to acquire their coffee machine and then can only
use their coffee capsules, as well as any other accessories which would work exclusively for a
Nespresso consumer. The Nestlé Nespresso Company is attempting to give its target consumers
the luxurious taste to their doorstep. This essay looks to present an account of a marketing
proposal for Nespresso.
1. Business Summary
The Nestlé Nespresso Company is a leading corporation in the global market. Nestlé
Nespresso S.A. that trades as Nespresso is a functioning unit of the Nestlé Group, based within
Lausanne, Switzerland. The word Nespresso is a combination of Nestlé and Espresso, a prevalent
mechanic employed across other Nestlé products (Nescafé, BabyNes, Nesquik) (Nestlenespresso.com, N/A). The company markets its products by ensuring that their customers are
satisfied with what they get from Nestle. Alessia LOMMA is the Brand Marketing Manager B2C
& B2B. The mission of Nescafe Company is to commit to manufacturing great tasting coffees
for the client to enjoy every day. The mission statement of the company is: “To be preferred as
well as respected as the leading quality coffee firm for portioned coffee and develop to be the
icon of perfect coffee globally” (Nestle-nespresso.com, N/A). The strength of the company
comprises brand equity since it is the biggest brand within Swiss; broad diversity, right quality
pro...