COMPETITIVE INTELLIGENCE: NESPRESSO – What Next
Read the attached case study Nespresso. What Next?, then complete the following tasks:
• If Nespresso top management are to most effectively meet “the challenge of how to both defend and grow the Nespresso franchise”, what
information regarding competitors’ evolving business models and future strategies is required?
• Assess the ongoing threats to Nespresso posed by Ethical Coffee Co and by Café-Caps (a Cape Town-based manufacturer of Nespresso®-compatible
coffee capsules). Consider factors such as brand positioning, market share (define the market!), and distribution.
You must limit your report to four pages.
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