Espresso Maker Case Study Analysis

How would you describe the target segment? What do you think were their needs? (the WHO)

Having successfully segmented the lucrative coffee and specialty drink market during the early 1980's, through the perfection of "instant" -- or soluble -- Nescafe-brand coffee, the Nestle company achieved a dominant position in terms of market share. Despite this accomplishment, however, members of Nestle's executive management structure soon recognized that the market was poised to undergo a significant shift in terms of demographic expansion. According to the case study, "cafes and coffee bars were growing in popularity across Europe and the U.S., beyond their traditional geographies (Italy, Spain and France) & #8230; (and) high-end consumers required a foamier coffee, achievable only with the use of pressurized water" suggested that inexpensive "instant" coffee drinks were being replaced by the growing Espresso trend. With expanded economic standards becoming the norm as...
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