This report is basically a marketing plan designed for Nespresso entering Kiev Market. This report encompasses the purpose of the plan, situation analysis etc. In this report it has been discussed what kind of hurdles Nespresso may face while entering Kiev, Ukraine, which is a new and international market.
It also includes target market, brand positioning and marketing mix. The report also encompasses market development which shows how Nespresso will survive and struggle. Finally, there is an exit strategy for Nespresso. Thus, this report will give an overall view of the possible hurdles and the outcomes that Nespresso might have to face.
Keywords: Nespresso, Kiev, International Market
According to Nespresso (2011), “As the worldwide pioneer, Nespresso redefined the way coffee lovers around the world enjoy their Espresso coffee through a unique combination of premium quality Grand Cru coffees, smart coffee machines and exceptional customer services.”
“Kiev is the capital city of Ukraine, its largest economical, political, educational and cultural centre. Kiev offers endless opportunities for tourism” (Kiev, 2011)
From the facts above, it is obvious that Nespresso has been doing great in international markets and Kiev seems to be a good investment for Nespresso. Even so, there are bound to be hurdles and opportunities at the same time. Therefore, the analysis done ahead will give us an insight on how Nespresso will do on entering Kiev.
Purpose of the Plan
The purpose of this business plan is to analyze the possibility of survival in Ukrainian market, to define the entry, marketing mix, and even to formulate an exit strategy, just in case. ...