Nespresso marketing research

Nespresso marketing research  Essay example
Undergraduate
Essay
Marketing
Pages 8 (2008 words)
Download 0
The marketing field has experienced a paradigm shift in the past century. A similar trend has been noted in the current century where major changes have occurred. Broadly defined, marketing research basically serves to answer tough managerial questions that assist in the growth of organizations…

Introduction

This research design consisted of exploratory research done using a local pilot survey by the researcher. A questionnaire design was used due to its in expensive, convenient, and extremely efficient way of collecting a large amount of sample data and varied information from the target audience. In addition, its simplicity and convince in matters pertaining beverages, restaurant dinning behaviors, and consumer interests were taken to be advantageous in this marketing research. The research design included a wide variety of close ended questions intended for the espresso consumer related to the research objectives, and were guaranteed to provide positive required results. The underlying technology of Nespresso originated from Geneva, and Nestlé the mother company acquired commercial rights in 1974. The idea was to combine the rich market dynamics with technology and experience to come up with a unique product for a specific target market. However, this was marred by a number of technical problems that threatened to stall the project such as production and distribution costs which were higher that the turnover. Through highlighting such pitfalls, and identifying potential challenges as the market grows this report hopes to place Nespresso in a better position to grow and gain a competitive advantage. ...
Download paper
Not exactly what you need?

Related papers

Marketing Research - Individual Data Analysis Report
Marketing research objectives are specific precise pieces of information that the researcher aims to find. The objectives culminate to address the marketing management problem (McDaniel & Gates, 1998). Context A very popular TV channel, NBN wants to introduce a new show in the market. For this the company is conducting a market research on the attitude of consumers’ towards reality TV. A set of…
12 pages (3012 words)
Marketing Research Report
Even though social media sites like Facebook, Twitter, MySpace take a large chunk of the student’s time, it helps in developing social skills and helps in knowledge and information sharing (Martin, 2008). However, according to Oberst, (2010) it has also been found out that high use of social media sites encourage negative feelings and behaviours among students and teenagers and result in…
14 pages (3514 words)
Marketing Research Report
Consumer awareness on healthy products have therefore changed perceptions and hence buyer behaviour. As a result, businesses have to change their strategies and offer consumers diet food products, as they are commonly known. Tesco PLC has been on a campaign to ensure that it supplies diet products on its shelves. However, as a marketing objective it is important to examine the customer feedback…
6 pages (1506 words)
Marketing Research- Individual Data Analysis Report.
Another critical factor that has led to an increased consumerism is the surge in credit culture. In addition, companies nowadays also put more emphasis on the requirements of consumers because they have understood that it is wise and sensible to manufacture products according to the requirement as it mitigates the market risk as well as provides opportunity to gain success. The same idea is…
8 pages (2008 words)
Marketing Research Report
Other than this, in order to analyse the problem, secondary research methods are used so as to evaluate the findings of the problems. Table of Contents Executive summary 2 Introduction and Problem Definition 4 Research Method and limitations 5 Research findings 10 Conclusion and Recommendation 12 References 13 Introduction and Problem Definition The Reliance group is recognised as one of the most…
12 pages (3012 words)
Marketing Research Report
That is a serious issue and that is the reason behind loss of skilled and experienced employees as those employees quit their jobs. Here in this research I discussed about this problem thoroughly and some solutions I have given at the end. 1. Introduction and problem definition: As a manager of an IT farm I found that there are several corporate problems a organisation faces like drop in market…
11 pages (2761 words)
Marketing Research- Report on service encounters
Based on the textbook learning about service marketing, the experiences will be categorised and aging theories will be related to the encounters. The study will be divided in two parts, in this part experience of the service encounters will be highlighted and in the second part, the theories and classifications will be done. Along with that a suitable conclusion and recommendations will also be…
8 pages (2008 words)