Abstract
Nespresso is the brand name of NESTLE Nespresso SA, an operating unit of the Nestle Group. The Nespresso story began with a simple, but revolutionary idea: enable anyone to create a perfect cup of espresso coffee at home. "The Louis Vuitton of Coffee? is positioned as a luxury brand. Nestlé has made the choice of banking in a small and profitable segment. The global leader position in premium portioned coffee of Nespresso in this niche market shows that the gamble paid off. The espresso market is one of the fastest growing segments. Nespresso segment was clever: Nespresso's machines and capsules are easy to use, stylish, and easy to maintain, and design.
