Market segmentation

November 2020

Protean Electric: Innovation upon innovation

By David Arnold

The case is intended as a vehicle for analysis of the challenges involved in launching an innovative product. It is set against the background of the wave of innovation in the vehicle market, as manufacturers race to replace internal combustion engines (ICEs) with electric power. Protean Electric, a...

July 2008

Nestle and the Multi-beverage Machine Market (C)

By Costas Markides, Daniel Oyon, Laura Winig

Nestle is considering whether to introduce a new multi-beverage coffee machine positioned for the mass market. The decision is complicated by the fact that Nestle already has a successful coffee machine (called Nespresso), that is positioned at the high-end of the market and has a best-selling insta...

July 2008

Nestle and the Multi-beverage Machine Market (B)

By Costas Markides, Daniel Oyon, Laura Winig

Nestle is considering whether to introduce a new multi-beverage coffee machine positioned for the mass market. The decision is complicated by the fact that Nestle already has a successful coffee machine (called Nespresso), that is positioned at the high-end of the market and has a best-selling insta...

July 2008

Nestle and the Multi-beverage Machine Market (A)

By Costas Markides, Daniel Oyon, Laura Winig

Nestle is considering whether to introduce a new multi-beverage coffee machine positioned for the mass market. The decision is complicated by the fact that Nestle already has a successful coffee machine (called Nespresso), that is positioned at the high-end of the market and has a best-selling insta...

January 2012

Nespresso: What Else?

By Nader Tavassoli

In 2011 Nespresso, the premium single-serve coffee brand of the multinational Swiss company Nestle, found itself at a crossroads. Between 2006 and 2010 Nespresso had managed to nearly triple sales - from CHF1.16 billion to well over CHF3 billion. But despite its meteoric growth in recent years, comp...