Discussion

I need a response to the following post. Please feel free to ask a question within the post.

What was the name of the company, and what did you purchase?

Nespresso – I recently purchased several sleeves of various flavored espresso for my Nespresso machine.

Why did you choose to purchase that particular product or service?

I am a self-professed coffee addict. This journey began when I was studying towards my undergraduate degree. The University of Phoenix was a relatively young education system in San Diego, geared towards working adults (1). The school was new enough that there were no conference rooms to accommodate those who were off early from work to study. My colleagues and I opted to look at Starbucks. For my Economics class, we presented their newest creation, the bottled Frappuccino (2). From that point on, I was hooked; however, after several years and three coffee drip machines and two Keurig machines later, I needed a change. A colleague of mine introduced me to the Pixie Nespresso machine three years ago (3). Initially, when these began to be massed produced, I was not a fan. I preferred to remain with my coffee grounds and an assortment of coffee creamers (French Vanilla, hands down).

Did the company’s position on sustainability or social impact influence your purchase decision?

When I received a Pixie Nespresso machine soon after, I realized its position on making a global difference. This action has impacted how I view proper recycling of waste to maximize the use of products while reducing waste that can harm future generations, such as my grandson. Nespresso’s capsules are made of aluminum and can be recycled. The coffee grounds are composted and used as topsoil. Nespresso builds and maintains business relations with independent coffee farmers and associations like the Rainforest Alliance (4).

Compared to its competitors in the industry, how was the product priced?

The Pixie Nespresso machine averages $199 (5). The closest competitors: Senseo, by Sara Lee and Tassimo, by Kraft. Both competitors’ price points are comparable to the Pixie, but Nespresso machines are sold not just in Europe but also in the United States (6).

Would you purchase the product in the future? Why or why not?

If I had to buy another Nespresso machine, I would. I appreciate the convenience, the portability, the quickness of having an espresso shot or two, and the array of coffee capsules Nespresso has. The product is just right to accommodate any espresso lover’s kitchen.

How is this company performing in their sector? Are they able to compete and stay true to their Mission?

Nespresso is a luxury brand amongst its competition (6). Nespresso can remain competitive and stay the course of its Mission to produce memorable experiences, sustain the global environment, and build good business relations with independent coffee growers (4). Nespresso has positioned itself in sustainability covering the three Ps: profit, people, and planet (7).