Essay Zone.com - Free essays!
REGISTER NOW!
Login to an existing account
     
GCSE essays
A Level essays
University essays
Forum
Why join?
Essay quality
FAQ

Search forums
About us
Contact us

 

 
Nestle Italy Study Analysis Free essay! Download now

Home > University > Business studies > Nestle Italy Study Analysis

Nestle Italy Study Analysis

You can download this essay for free. All you need to do is register and submit at least one of your essays to us.

Or you can purchase this essay for just $2 instantly without registering

Downloads to date: N/A | Words: 871 | Submitted: 14-Nov-2011
Spelling accuracy: 98.9% | Number of pages: 4 | Filetype: Word .doc


This is what the first 3 pages of the essay look like

Nestle Italy Study Analysis essay previewNestle Italy Study Analysis essay previewNestle Italy Study Analysis essay preview

Description

Nestle Italy Study Analysis

Preview

 
Nestle Case Study Analysis:
1.       What is the structure of the Italian coffee market?
?         About 750 national or regional coffee rosters, and coffee roster coffee-houses. They bought coffee directly from growers or through agents or importers.
?         National Coffee Roasters normally bought beans from growers and sold their products to wholesalers on cash and carry basis; food channels such as supermarket, small stores or street vendors, coffee houses, restaurants, hotels, and coin operated machines
?         Regional Coffee Roasters bought beans from importers or agents and sold their products to end-consumers through food channels
?         Local Coffee Roasters bought beans from importers and sold to wholesalers.
?         Coffee Roasters Coffee-Houses bought beans from importers and sell coffee to end consumers directly.
?         Two segments:
?         Family segments: They were end consumers, which had 80% of coffee dollar consumption and 31% of volume coffee consumption.
?         CHR segment: They were coffee houses restaurants, and other institutional outlets, which had 20% of dollar coffee consumption and 70% of volume consumption.
?         Types:
?         Normal: Family segment consumed doubled of coffee than CHR segment (69% vs. 31%)
?         Decafe: Family segment consumed slightly higher than CHR segment (58% vs. 42%)
?         Instant: Family consumed 7 times higher than CHR segment (88% vs. 12%).
?         The market had low entry barrier.
?         The top four national coffee roasters dominated about 42% of the coffee market. The next four dominated about 10% of the market.
 
2.       Assess Nescafe’s current market position in Italy.
?         It had less than 1% of market share in Italian ground coffee market. (0.836 tons vs. 137 tons of total market)
?         Instant Coffee Market Share in Italy in 1988: Nestle had 77.7% of market share in terms of volume, and it had about 80.0% of market share in terms of dollar sales.
?         Market Penetration: It had 100% penetration in all hypermarket, supermarkets, and convenience stores.
?         Recently, the volume sales increased 25% due to Nestle had 14% price cut. However, the price cut was not a sustainable marketing strategy to gain market share. It often affected product image and led to a sales decline in the long run.
?         Brand image was high in national level.
 
How has Nescafe’s positioning evolved?
?         In a survey of Nescafe Image Tracking Study: 1978-1988
? Nescafe’ customers’ attitude towards the flavor and good taste of its instant coffee were stated from neutral in 1978 to slightly delight the taste in 1988. (2.6 vs. 3.6)
? Its image was less perceived as a sad product from 1978 to 1988. However, the change in Italy users was below than change in all users. (2.7 vs. 1.7)
? Most of its consumers agree that the product was convenient. ...

Download this essay in full now!

Just upload at one of your essays to our database and instantly download your selection! Registration takes seconds

Or you can download this essay for $2 immediately without registering


Comments and reviews

Reviews are written by members who have downloaded the essay

No comments yet. If you download the essay you can review it afterwards.