Nespresso coffee shop
Salalah

Name: __________________________
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Table of Contents Executive summary 2 Company Summary 3 Product/ Services Summary 5 Strategies – Marketing & Sales 7 Management Summary 8 Organizational Chart 9 Financial Statements 10 Balance sheet 12 Feasibility Business Idea and its suitability to Oman 12 Conclusion 13

Executive summary
Nespresso coffee shop is a coffee shop that is located in Salalah exactly in the Alsaada north . That is a complete list of moderately priced "comfort" food influenced by Arab cooking traditions but on the basis of time-honored recipes from around the world. Section of the cafe and Nespresso coffee shop features a cafe with candy bar, and magazines, and space for live performers. This shop is basically the franchise that was introduced by the Nespresso the international brand of Coffee. This Coffee shop was not till now available in Salalah Oman. So, the opening of Salalah branch will provide a unique taste of coffee of an international brand.
This business plan offers financial institutions an opportunity to review our vision and strategic focus. It also provides a step-by-step plan for the business start-up, establishing favorable sales numbers, gross margin, and profitability.
This plan includes chapters on the company, products and services, market focus, action plans and forecasts, management team, and financial plan.

Company Summary
The "Nespresso coffee capsule" is a product invented by the Nespresso company in 1976 and marketed from 1986. The capsule, positioned on the market of coffee in pods, is composed of an aluminum coating. A food film to separate packaging aluminum coffee contained in the capsule. Its operation is to puncture the top of the capsule when it inserted in the machine. Water is then pumped and sent under high pressure and warm in the capsule. The coffee is ready to be consumed. Nespresso is founded in 1986 in Switzerland. Inspired by the concept of the Luigi Bezzera espresso, she develops a new capsule coffee system associated with a machine. The Nespresso Club is also created, a specific and personalized service for the customer, emblematic of the brand. Nespresso is installed in 1991 in France. From 1995 to 1999, these are the years of expansion and investment for Nespresso. Initially by correspondence, selling online was launched in 1996. It allows the customers to order 24 hours on 24 and 7 days a week, coffee, machinery and accessories. The year 1999 marks a new step for Nespresso, the professional branch is initiated. Nespresso has innovated in the area of coffee and hot drink at home through its famous small capsules of coffee. These famous capsules were such a success that Nespresso at the base mark reserved for professionals is extended to individuals and the success was even greater. In Omani market, the introduction of Nespresso will be welcomed because of its rich taste that attracts specially the tourists in Oman and Salalah.

Product/ Services Summary
Nespresso introduced the Coffee Capsules. These aluminium capsules help gain time, because coffee is precisely dosed to an equivalent of a cup of coffee, and the quality is also at the rendezvous. The consumer can enjoy his home espresso worthy of one served in a bar or a restaurant. The success of Nespresso was fulgurent because of more expensive machines, capsules overpriced, no pod compatible with Nespresso machine, but the aesthetic marketing and branding are so strong that they ensure the success of Nespresso. Can assimilate Nespresso to Apple, where nothing is compatible with these machines, where it's more expensive machines that the average but which attract more and walk more than all other competitors.
The company succeeded to gain a real competitive advantage since Nespresso held 85% of the market of the "alu" capsules, so she was clearly monopoly in this market. Nespresso has kept this competitive advantage based on a technological aspect and amending its machines to coffee over the years. Manufacturers other than Nespresso capsules were therefore taken aback and Nespresso could keep the monopoly of the market because they were the only ones to provide coffee capsules compatible with the new machines. Market Analysis Summary
Before launching the Nespresso Coffee Shop in Salalah, Oman, firstly we performed the market analysis. Despite some obstacles, Nespresso has managed to remain the market leader in the world of coffee. Nespresso has especially innovative in its marketing strategy: the high placement of range with service that goes with. At Nespresso sellers are not sellers but advisors, when you go in the store to buy capsules "living experience". With a muse that completely fits its target, a slogan that marks ("What else?"). Nespresso has managed to create something new and become a reference in the world of coffee. Alone on the market, Nespresso is going to catch up by coffee producers, once the patent expired capsules. It was while appears among other capsules of the Casino and the gold mark. Nespresso will sue for counterfeits, different brands. However, the manufacture of capsules is outside the scope of the patents that relate to the operation of the machines.
Therefore, Nespresso is more monopoly and must accept the opening of the market. Nespresso brand will generate monopoly because we are the one who is introducing this brand coffee shop in Salalah, Oman. The brand is already very prestegious and the people like very much this brand in Oman. The number of seller is just one that will provide the shop a monopolistic environment in Salalh, Oman.
One would have thought that this episode was going to taint the reputation of Nespresso and sales, to no avail. Nespresso still holds the largest market share of the consumption of coffee in capsules. Growth is always significant and Nespresso continues the opening of shops both in France and abroad.
According our analysis, dissemination of innovation, consumption of coffee from a capsule, has not raised the competitive advantage of the brand.
Nespresso remains the leader in its market. The brand doesn't have the same position as its competitors who market the products in supermarkets, for the most part. Nespresso has specialty shops dedicated to the purchase of machines, capsules and the discovery of 'Grands Crus'.
More than a coffee maker, Nespresso is an experience of consumption to the consumer, it is a key element of its competitive advantage. Nespresso adopts a high positioning of range, one does not speak of sellers but specialist coffee shop. Coffee expertise is recognized and the personalised client advice is assured. You can also point out that one of the strengths of Nespresso to maintain its competitive advantage is the quality of customer service, for example through the 'Nespresso Club'.

Strategies – Marketing & Sales
The innovation of Nespresso follows two forms of dissemination, the Bass model, where they are the first customers and trend consumers who buy. They were then followed by "imitator" clients This model is driven by the phenomenon of Word of mouth as well as experience. Each successful test may give rise to a widely by the multiplicative pyramid theory. Here at Nespresso this customer category is represented by lovers of coffee, design and new technology. Indeed the basis of innovation is the capsule coffee but there is a part of innovation focused on the object and the technology of the Brewer itself. These people will somehow "sellers" of the concept by sharing the use of the product. They also allow an improvement of the product over time.

Nespresso capsule coffee is already very present on the market competing companies have tried to imitate. Now they have even the right to use the same capsules. Applying innovation by Nespresso to the model of Rogers, the coffee in capsules is in a phase of mass marketing or buyers are in the 'late or so late majority '. Indeed the first patents emanating from this innovation dates from 1976, it is therefore widely broadcast.
In Oman it will also cover the tourists and people of Oman. Coffee is the like of every one. The Nesspresso will offer that unique and international taste to the customers same as the taste offered by the Nespresso in Switzerland.
Management Summary
Nespresso was introduced in Salalah. This coffee shop was incorporated by Nestelle. Nespresso has innovated in the area of coffee and hot drink at home through its famous small capsules of coffee. These famous capsules were such a success that Nespresso at the base mark reserved for professionals is extended to individuals and the success was even greater. In Omani market, the introduction of Nespresso will be welcomed because of its rich taste that attracts specially the tourists in Oman and Salalah. This is a multinational corporation and providing Coffee in more than 50 countries. The CEO of this company is Peter Brabeck Letmathe. In his supervision, the CFO paul Bulcker is working. Under the supervision of CFO, the communication manager, Human resource manager, Finance and control manager, Innovation and technology manger were working. There were also more than 10 mangers working under the supervision of CFO. The detailed diagram was provided in the following.
Organizational Chart
We engage with society on the basis of strong principles of governance and compliance that provide the framework of how we do business. The Chairman and the CEO ensure the tone of good governance at Board level and below. The Board regularly solicits input from investors, proxy advisors and other stakeholders, and reviews its governance on the basis of new legal requirements and best practices. As Nestlé has a highly diversified ownership structure, our dialogue with investors includes shareholder surveys, investor roundtables, analyst and engagement calls and bilateral meetings, pursing a holistic approach that manages both their financial and governance expectations. Good governance helps us maintain trust with our employees, investors, governments, NGOs, our customers, consumers and other stakeholders. Without good governance and compliance we cannot reach our goal of doing business sustainably and in a way that creates shared value for society.

Financial Statements
Income Statement Nespresso 2013

Balance sheet

Feasibility Business Idea and its suitability to Oman
In our society, the dissemination of information here specifically innovation, is done by a marketing strategy said. Thanks to new technologies and media benefits are many. Not days, these means of dissemination are the first that come to mind and which seem more responsive and more effective in Oman. However users, consumers or tester play an indispensable role in the dissemination of an innovation in Oman. Their role is even more crucial in the agri-food market. In fact consumers are the finest critics. And as it elaborated it above the dissemination of information is facilitated through the internet and it is very common to post its positive or negative on forums, social networks, etc. Suppliers have had to adapt to Nespresso requirements as to the quality of the product in Oman. It is a high-end product, aimed at a young and wealthy clientele. The design, form and packaging or changes in materials are elements to be taken into account in the success. Coffee producers (Costa Rica in this case) helped Nespresso to collect quality coffee. This broadcast was made possible by a network of selective distribution (Nespresso Club) of the capsules is part of the strategy adopted by Nespresso, which is comparable to luxury goods. Nespresso capsules and machines were available in 'classic' distributions networks where similar products of competitors were already present. We cannot however say that providers played an active role in the dissemination process. This release was driven by the brand itself. Some project partners played a key role in this broadcast. It indeed people internal to the company at the time, or even external.
Conclusion
Product quality: food and beverages based on coffee, and entertainment are our products. It must be of high quality and value. Service: our fans are paying to have a good time. Their experience will suffer if the service is not highly qualified. It will be on every member of the staff to be courteous, efficient and vigilant. Marketing: We will need to target audience we have in the early and frequently time. While the business is located in a central location and can be accessed Management: We will need to understand a firm on the prices of food and beverages, and work. You must experience cafe is food / entertainment / delivery in a way that will not only inspire repeat business, but to encourage word of mouth recommendations to others. Appropriate inventory, personnel management, and quality control is key.

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