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| Topic: |
Business
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| Number of pages / Number of words: |
8 / 1971 |
Essay's paper body
During 50 years, Nestle is going to compete in mass market with this innovation. The competitive advantage was that it’s an easy use product and that they can stock their product for much longer than with roasted coffee . The other side of the innovation was a less quality product impossible to improve at the level of fresh roasted coffee...
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They ask to Monodor to find a way to deliver a perfect cup of coffee, a good positioning to target was the Italian coffee culture of espresso. By this way Monodor developed the integrated system (1974) known as Nespresso. The integrated system is based on the development of a portioned cap with keep all the flavour and feet in an easy use espresso machine...
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