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. The situation analysis will help us learn whether it is feasible for Nespresso to enter Kiev or not. Thus, this business plan will help us foresee the outcomes of Nespresso entering Kiev market. The Idea Kiev is a good place for tourists, plus the people of Kiev not only eat local food but also eat continental food. They have Italian and French restaurants as well. They also like to eat fast food, American and Russian dishes. Thus, given that the people at Kiev have taste buds for food other than local Ukrainian dishes (Kiev, 2011). People all around the world crave coffee and if the coffee you are having is Nespresso then it is difficult to resist. Nespresso does not only give high quality coffee, but also provides an unmatched personal service. These days, service has become just as important as the product, and Nespresso proves that it is excellent at both and that is what makes it so much better than other coffees. According to Nespresso (2011) “At Nespresso, creating the perfect coffee is at the heart of what we do. Delighting coffee lovers is why we do it.” Hence that is basically the idea behind entering Kiev as well, to satisfy not only the need of taste buds but also the need of good service seekers. Situation Analysis In this case, the situation analysis will be done with the help of 5C’s. (Net MBA, 2010) Company Nespresso is espresso made by Nestle, it has a healthy rapport in the market not only locally but also in international market, be it west or east. Nespresso not only produces excellent quality coffee but also gives quality service which a huge plus. It also has a huge range of Nespresso machines which are smart, stylish and user friendly. Collaborators Nespresso works with its Ecollaboration partners to improve its sustainability (Nespresso, 2011) Customers When it comes to coffee, there are those who go for supreme quality, then there are those who have coffee on daily basis and will go for coffee of any kind, some don’t like plain coffee and like to create drinks that have coffee with caramel, chocolate and other syrups. Nowadays, kids also tend to go for coffee as a beverage. For kids, however, there is more sugar involved. Thus, coffee is for all market segments, and Nespresso can cater to the needs of all. Competitors For Nespresso,