Development of a B2B strategy for a successful consumer product : the case of Nespresso | |
| Author | Pennaneach, Gregory |
| Call Number | AIT Proj. no.SM-08-10 |
| Subject(s) | Consumer goods Marketing |
| Note | A project study submitted in partial fulfillment of the requirements for the degree of Master of Business of Administration in International Business |
| Publisher | Asian Institute of Technology |
| Series Statement | |
| Abstract | B2B marketing remains often unknowned by students; however it’s a very interresting subject to deal with. Thus, the turnover of trade between companies represents almost 70% of total trade. It’s a singular approach for a succes ful B2C company to attack the B2B market. Nespresso, currently very succesful in France with its B2C machines, launched its B2B activities 1996 but it’s really in 1998, that Nespresso expand these acti vities, especially in France. The Nespresso headquarters in Switzerl and tried to build a distributors network with independent companies. To expand the Nespresso success in B2B, it has been first decided to create an independent enity in Nespresso France in the end of 2005, which would improve the support of the commercial force. One year later, Nespresso B2B is integrated to the B2C. This overhaul aims at create synergies and to avoid duplicating some tasks. But it has also created some synergies not expected. But the integration of both activities is far from being achieved and met several difficulties internally and externally to the company. Integrating B2B activities is a huge issue for Nesp resso, our findings will help understand the challenges but also investigate on the potential strategy to adopt. |
| Year | 2008 |
| Corresponding Series Added Entry | |
| Type | Project |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Beise-Zee, Rian |
| Examination Committee(s) | Donyaprueth Krairit;Dimmitt, Nicholas J. |
| Degree | Project (M.B.A.) - Asian Institute of Technology, 2008 |