marketing
NESPRESSO – based on the international company, Nespresso. Provide the following
information for each part of the Microenvironment below.
1- The Company – provide and explain at least 2 types of products that the company sells.
2- Suppliers – Provide at least 2 suppliers for Nespresso and what materials do they
supply?
3- Marketing Intermediaries – Provide at least 2 different types of marketing
intermediaries that deal with Nespresso and what do they help Nespresso with?
4- Competitors – Identify at least 2 different competitors and what is their position
compared to Nespresso? Who is the leader and what is each company’s positioning?
5- Publics – Provide at least 2 different types of Publics that are affected or have an
interest in Nespresso.
6- Customers – Identify at least 2 different customer groups that are served by Nespresso
Answers
Introduction and Analysis of the company Nespresso
Explanation:
Introduction:
Nespresso is a subsidiary company of a very well known and famous company Nestle.It is one of the successful and well established commercial product business company of this century.
Nespresso mainly deals in coffee products(its main segment line) and its newly introduced VertuoLine machines and pods in Canada and the US.
Suppliers:
Nespresso has developed 2 main partnerships for the supply of its coffee raw materials and outsourcing its coffee machine manufacturings.
Therefore,its main suppliers usually supply raw materials required for the production of coffee and coffee products and manufacturing of machines required by Nespresso for its goods production and further sale of such coffee machines to its customers and potential customers.
Market Intermediaries:
The main Intermediary for Nespresso helping in its supply of goods and services is their machine manufacturers and Nespresso itself.
Since Nespresso outsources the manufacturing of its machines and home appliances and later sell them as its own in the secondary market,therefore the vendors manufacturing its machines can be considered as its market intermediary.
The organizations showcasing the machines sold by Nespresso can also be considered as its Market Intermediaries.
Coming to Nespresso,it allows its customers to purchase its Club Membership,providing them a variety of luxurious services.
The better the service will be,the better reach their customers will provide to other customers thus increasing their networks.
Competitors:
There are a uncountable number of competitors present in the coffee industry.
The competition varies with region. For example,in Brazil,Delta is their main competitor when it comes to machinery and coffee products.
In the United States of America, Dolce Gusto, Starbucks and Tassimo are their main competitors.
Customers:
Nespresso mainly serves 2 customers:
1. Goods and Service Consumers,like you,me and others. We consume the products and services offered by Nespresso.
2. Nespresso also outsources its machine manufacturing,thus setting up a B2B(Business to Business) relationship.