Nespresso

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SWOT

Internal diagnostic External diagnostic
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|Strengths |Opportunities |
|| |
|-Belongs to Nestlé group, important reputation |-Coffee is one of the most popular drinks in the world |
| | ||Present in over 35 countries, with, 200 Nespresso stores in 38 |- Growth of fair trade products |
|cities in Europe, North America and Asia, over 450000 members of the| |
|club and over 3,1 millions consumers.. |- At least some of the consumers are ready to paymore for a more |
| |upmarket coffee |
|Nespresso makes the difference on the coffee market : luxury | |
|position, strong brand image |-New customerexpectations: they are much more sensitive to coffee |
| |prices, they are more and more demanding about the quality of their |
|Huge turnover : €695 millions |coffee, they expect an increasing ease-of-use in relation to coffee,|
|Huge growth on a threaten market : 30% per year since 2001|they are increasingly taking ethical issues into account in relation|
| |to their consumption of coffee |
|Innovative coffee machine : Modernity of the design of machines and| |
|caps and new elaborated system| |
| |-High awarenerss of sustainable development in various market |
|Customers are locked in their supplies, | |
|Nespresso canearn more money thanks to that | |
| | |
|International vision of the nespresso concept : every countries same||
|range of product, services | |
|Lots of languages spoken in stores | |
| ||
|- Offers a lot of accessories, and big choice of different coffee’s | |
|tastes | |
| |…