분야
doc2. MARKET ENVIRONMENT
2.1 SOCIO-CULTURAL ENVIRONMENT
2.2 COMPETITION
2.3 SWOT - ANALYSIS
3. TARGET MARKET
4. MARKETING GOAL
5. MARKETING MIX
5.1 DISTRIBUTION CHANNEL
5.2 PROMOTION
6. CONCLUSION
7. REFERENCES
Nestlé Nespresso S.A. was created in 1986 by its holding company the Nestlé Group, known as “The World’s leading Nutrition, Health, and Wellness Company” based on sound human values and principles. With its high quality Grand Cru portioned coffees available in individual capsules, smart and easy to use machines, and personalized service, Nespresso launched itself on the Korean market in 2007 with its unique objective “To provide a genuine experience which combines perfection and pleasure, simplicity and aestheticism. We deliver the Ultimate Coffee Experience, not only the coffee itself”.
Its vision and ambition is to be preferred and respected as the luxury icon for perfect coffee worldwide by establishing a super premium brand image. It aims to position itself on the same level as brands like Mercedes Benz, and Chanel in the coffee market by conveying to customers that drinking their coffee enhance their life quality and that they belong to the higher class of the society. To achieve their objective, they have sought to emphasize their state of the art, attractive designs of their capsules and machines that differentiate them from their competitors. Through these efforts, profits have been improving.
