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Nespresso - Strategy and Competition - Essay Example

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The company provides its customers with the exclusive espresso experience through its boutiques where it sells the coffee as in a coffee bar as well as through its websites.
The operations of the boutique…
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Download file to see previous pages presso specific equipment to the customers and the process of making high quality espresso coffee is also shown to the customers as part of the operations of the boutique. The boutiques also provide a presentation area where the different Nespresso coffee making equipment and the Nespresso blend capsules are set up.
The Nespresso boutique interacts with the customers by hosting a coffee bar at the boutique with entertainment and sitting area for the customers. The customers can interact with the staff by ordering their coffees, making their own coffees at the bar through the single serving percolators as well as by providing the management of the boutique with feedback on the quality and service. The company also operates through its websites whereby the customers can order the coffee and the equipment online. This is delivered the customers residence or mentioned address by the company.
The critical issues that have been faced by the brand and its serving boutiques is to combat the tea drinking culture in the Asian countries as well as bring the concept of single serving espressos made through coffee capsules containing exclusive special blends to the customers. The challenges that the company has faced pertain to building relationships with customers and fording them into long lasting loyalties. The concept of brand loyalty is very strong with Nespresso, however it has been challenging for the company to make loyal customers as well.
The motivation of the company is being providing an exclusive and portioned form of coffee and equipment to customers has been to revolutionize the way the coffee is perceived and consumed. The company saw the trend towards smaller family sizes and single person households in the 1970’s and has built on it to produce the single serving coffee capsules as well as the single serving coffee making machines.
The customer satisfaction for the products manufactured and provided by the Nespresso Company has been bountiful. The high ...Download file to see next pagesRead More
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