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Analysis: Nespresso and the U.S. Market

Introduction
This report examines the market position of Nespresso, a subsidiary of the Nestlé’s Business Group, as it looks to improve its position in the competitive “capsule coffee” machine and cup market in the United States. The industry has boomed after economic recession hit the U.S. in 2008; American consumers realized they could invest in a home brewing station and enjoy a premium cup of coffee at home without paying the high prices found in coffee shops such as Starbucks. The report seeks to identify key role players, performance, decisions, objectives and problems facing Nespresso as the top management ponders whether to move forward into the surging U.S. market while still retaining their core values and reputation as a premium brand of capsule coffee suppliers.
Positioning
Nespresso is a subsidiary of the Nestle’ Business Group and was established in 1986. Nestlé’s held a dominant position in the coffee industry in the 70s and 80s with the brand Nescafe. Nespresso was launched targeting the premium coffee industry and its consumers. From its inception, Nespresso has strived to be exclusive and organic, that is, eschewing normal advertising, promotional and distribution efforts in favor of keeping a tight reign over how, where, when, who and why they promote and advertise with. The company has done this exceedingly well over three decades as the 2011 global revenue figure of $3.9 billion demonstrates.
Nespresso’s position in the marketplace is that of being an exclusive “club” that you can become a member of. From the beginning, Nespresso looked to separate itself from the everyday by appealing to the well-to-do and affluent; associating a lifestyle with a beverage; a luxurious coffee if you will. By differentiating themselves in this manner, Nespresso has been able to maintain a loyal customer