International Marketing: Nespresso's Market Entry Strategy and Brand Suitability

International
marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
Question 1........................................................................................................................................3
Market entry strategy & company orientation:......................................................................3
Culture:...................................................................................................................................3
Ethnic approaches: .................................................................................................................4
Brand suitability: .............................................................................................................................4
Question 2:.......................................................................................................................................6
Difference between standardisation & globalisation:.............................................................6
Question 3........................................................................................................................................8
Marketing busies plan.............................................................................................................8
CONCLUSION..............................................................................................................................14
REFERNCES.................................................................................................................................15

INTRODUCTION
Nespresso is a business unit that is based on Switzerland. It is a brand that is dealing in
small capsules of grounded coffee and different machines to brew coffee based on these
capsules. It represents a basic combination of Espresso and nestle. Present report is based on the
concept of international marketing that is adopted by organisations for the purpose of getting
insights of different aspects that are forming part of a business organisation (Alrayees, 2017).
There is use of various approaches for the purpose of making a in depth analysis of marketing
aspects. There is use of insights that have been gained from such analysis for the purpose of
developing a effective marketing plan that can be used by a brand for the purposes of
achievement of some specific laid down objectives.
Question 1
Market entry strategy & company orientation:
Market entry strategy in case of Indonesia will be same as that of already established
markets such as there will be formation of long term association with existing brands in which
they will be focussing on providing a experiencing the taste of premium portioned coffee. The
main concept that is based on opening of boutiques that is a complete innovation for the new
target segment of market (Bereznoy, 2019). They will be having a target of working with 3299
farmers in small villages of Indonesia and providing them support by enhancing the productivity
and quality of their harvests.
Culture:
Indonesia that is the present target segment country of Nespresso there is use of high
context communication as there will be communication that is based on high emphasis on the
physical contact, non verbal messages, physical settings, interpersonal relations and high cultural
values. For the purpose of brand promotion and marketing techniques there will be use of cross
cultural communication techniques in which there will be use of social media strategy that is part
of the digital sources as a medium for adjusting to the higher context cultures of different
countries and is uses both in context of business promotions and marketing tools (Brem, , Maier
and Wimschneider, 2016). It will be having a focus on internalised, non verbal messages and
cultural values.

Ethnic approaches:
There will be use of ethical approaches for marketing in the target country of Nespresso. Such as
there is a use of normal genera market for the purpose of expansion of their product segments.
Such as Multiculturally marketing is a basic practise that is targeting one or more audiences who
belong to a particular ethnicity that is justified of the majority of the culture that is part of whole
country (Clauss, 2017). It takes advantage of cultural aspect like traditions, religions, language
and any other concept for the purpose of making a communication to the target market and then
persuading them to purchase the products.
In the present case study of Nespresso there will be use of different cultural values like social
media, mass media and product category for understand the consumer product ownership and the
motive behind brand preferences. Coffee si a beverage that is preferred by all segment of
markets and all different target customer groups so there is no specific age group that has been
selected by Nespresso instead there is a general markets target that is basically based on having a
strong cup of coffee by their core product that is coffee capsules.
Nesopresso is making use of three tier strategy that is based on specially for the business class
segment of Indonesia, there will be use of Need so that customers needs can be identified. Want
that is related to specific requirement of a product as people who are office going do not have
enough time to make coffee so having coffee capsules is a very convenient option for them. Kast
is demand that is creation of a set of ability and desire to keep people more staoafied by the taste
& process that will be offered to them.
Brand suitability:
The brand suitability technique of Nesprsso is related tp using several branding strength
that is helping them in having successful expansion to other different parts of the world in
present scenario it is the Indonesia where this brand is willing to establish themselves. Such as
there is successful link with customers that has been maintained by use of social media
marketing as a strategy (de Almeida, and Zylbersztajn, 2017). Another strategy has been use of
media marketing that is focused on television and print advertising that has been adopted since
the year 2009. the brand strength lies in the long term associations with various farming
communities that are present in some remote locations. Such as in year 2003 they have formed a
a partnership with Rainforest alliance so that they can establish a sustainable utility program for
the purpose of bean production and paying the farmers, they have sourced 51 percent of their