Read this article that describes how Nestles ‘Nespresso’ coffee has been marketed and then answer the following questions.
Level 1: Knowledge
1) Define the terms ‘Marketing’ ‘Marketing Strategy’ and ‘Marketing Planning’
Level 2: Application
2a) Comment on the following statement (not in the article) “Nespresso” has been quite a successful product for Nestle”.
2b) Construct a table of the 4 marketing strategies you can identify in the case. Your table must include at least 2 examples of each of the 4P's!
Level 3: Analysis
3) At what stage of the Product Life Cycle is Nespresso? Examine the pricing strategy chosen by Nescafe based your analysis.
Level 4: Evaluation
4a) Advertising analyst Jim Boulton, says that while he personally thinks Nespresso is “consumerism gone mad", he admits its marketing has been "quite simply first class". To what extent do you agree with his comments?
4b) Evaluate Nescafes response to the criticisms made of its Nespresso product
Note Level 1 – Level 4 are questions based on IB standards where
Level 1: Knowledge
Level 2: Application
Level 3: Analysis
Level 4: Evaluation
Words in bold (define, explain…) have a specific meaning in the IB Diploma Program (DP). The meanings are in Glossary of Command Terms Section of the IBO DP Business and Management Guide available at the OCC and from my website
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