
Nespresso: Strategy reset for growth: The youth market
Nespresso, the global leading brand in portioned coffee, is facing an existential threat. The company’s current market base, which consists primarily of aging consumers, is likely to decline in the medium to long term. To compensate for the certain shortfall, the company needs to attract young coffee drinkers among Millennials and Generation Z, whose consumption and values are significantly different from the current base. Management is being forced to reset its historically successful strategy for a new era when today’s young consumers will soon account for the bulk of the global coffee market.
- Practice the full cycle of extracting actionable insights from market analysis – including long-term trends and features of customers and competitors – and translate the takeaways into specific strategic priorities, decisions and plans.
- Learn about different analytical techniques and frameworks as decision-making tools.
- Realize the importance of continuous innovation in all aspects of marketing to stay ahead in fast-moving and increasingly commoditized markets.
- Recognize the value of insights that come from “hearing the voices of customers,” especially non-customers, through various research methods including direct interviews with a representative sample.
- Grapple with, and decide on, difficult managerial issues such as communicating corporate sustainability to a sceptical youth market or creating a customer value proposition and brand strategy that appeals to decidedly different market segments.
Nespresso, Consumer Goods, Coffee
2023
Cranfield University
Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]
Harvard Business School Publishing
60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]
NUCB Business School
1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]
IMD retains all proprietary interests in its case studies and notes. Without prior written permission, IMD cases and notes may not be reproduced, used, translated, included in books or other publications, distributed in any form or by any means, stored in a database or in other retrieval systems. For additional copyright information related to case studies, please contact Case Services.
Research Information & Knowledge Hub for additional information on IMD publications
- Nespresso: Strategy reset for growth: The youth market
- Nespresso: Strategy reset for growth: The youth market (Abridged)
- Nespresso: Strategy reset for growth: The youth market
- Nespresso: Strategy reset for growth: The youth market (Abridged)
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications

Subsidies of renewables has led to electricity prices frequently falling to less than zero leading to opportunities for consumers

#post_excerptHannele Jakosuo-Jansson of Neste and Finnair shared key insights on board roles in CEO transitions and culture shifts with IMD’s High Performance Boards program.

Once corporate activists, today’s CSOs are business integrators. 6 ways the CSO role is evolving: strategist, risk mitigator, innovator, regulator, storyteller, and leader.

An intelligent organizational sensory system detects, processes, and acts on change signals, giving your company a strong competitive edge.

Three Ways to Deal with Your Boss when they act against civility, empathy, and ethics. Discover strategies to handle difficult workplace dynamics effectively.

AI is revolutionising industry by improving efficiency and driving sustainability. Discover how data-driven insights shape a greener future

Six ways leaders can shape corporate reputation building strategies within their organizations, drawing on key insights from a Bloomberg Media study.

To navigate a turbulent business environment, CEOs must understand their landscape and align leadership thinking priorities, advises IMD’s Michael Watkins.

Chanel Global CFO and IMD Executive in Residence Philippe Blondiaux explains how finance leaders can sustain a long-term focus on sustainability while addressing short-term challenges.

Discover a framework for Responsible Leadership, guiding you to lead with care and ethics in an increasingly turbulent and complex world.
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
in I by IMD
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
in I by IMD
Research Information & Knowledge Hub for additional information on IMD publications
in I by IMD
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
in I by IMD
Research Information & Knowledge Hub for additional information on IMD publications
in I by IMD
Research Information & Knowledge Hub for additional information on IMD publications