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Strengths:
Weakness:
Opportunities:
1. Just like they entered the airline industry, Nespresso can consider diverse luxury
markets (e.g.: Luxury Yachts, etc)
2. Penetrate the International market to increase customer base as the market share is
only 23%.
Threats:
Recommendations:
1. Nespresso should spread across luxury segments such as Yachts, Cruise Liners,
private charter airlines
2. To introduce Nespresso concept in North American markets by establishing hip, stylish
coffee bars in top cities of North America. For e.g.., New York City, Miami, Los Angeles,
etc
Justifications for point 1 in Opportunities:
3. The growth in popularity of European lifestyle in cuisine and fashion in the United
States.
4. Considering the growth and popularity of other coffee shops such as Starbucks, the
same concept can be applied to the high end Nespresso.