Lesson 1, Topic 1
In Progress

Case Study

Lakshmi Datti April 25, 2022

Consider Nespression and its business case. Discuss the following issues relating to the positioning:

  1. Why has Nespresso’s repositioned on the customer market led to the success of the brand?
  2. Will the unique positioning of Nespresso enable it to resist new competition from Jacob Douwe Egberts?