The Marketing Strategy Of Nestle

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The Company

Nestlé Nespresso SA was established in 1986 with its headquarters in Switzerland. Nestlé Nespresso is a globally managed business within the Nestlé Group, the world 's leading nutrition, health and wellness company.
The History

The Nespresso story began over 30 years ago with a simple but revolutionary idea: enable anyone to create the perfect cup of espresso coffee just like skilled baristas. The company would provide the coffee and the machine, giving home grown coffeemakers the total coffee making (brewing) experience. The Nespresso concept has redefined and revolutionized the way millions of people enjoy their espresso coffee today. It has shaped the global coffee culture from growing, manufacturing, distributing and
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If Nespresso is now the global leader in perfectly portioned premium coffee, it is due to the company’s ability to constantly reinvent itself in its quest for ultimate quality thanks to an unstoppable drive for innovation fueled by pioneering, team spirit and a passion for perfection. This winning formula has already generated an average annual growth rate of 30% since 2000 and has led Nespresso to become Nestlé’s fastest growing ‘billionaire’ brand.
Critical Challenges

Three most critical challenges facing Nespresso are the quality of coffee, aluminum (pod packaging), and climate (growth and sustainability). Although I list these as challenges, they are scoped together as ambitions as depicted in The Positive Cup Report . These three challenges ensure the company stays focused on producing quality coffee pods for their loyal consumers.
• Ensure sustainable coffee sourcing, contributing to improve the livelihoods of farmers and the resilience of their communities.
• Unlock solutions for the circular use of aluminum with a focus on sourcing and recycling.
• Take actions on climate change mitigation and adaptation, improving our environmental performance by engaging everyone in the company, our partners and our consumers, in the benefits of sustainable production and consumption.
Plans to Overcome These Challenges
Nespresso is an environmentally conscious company. It continues to look for ways to implement environmental initiatives across its
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