PRICE & OPPORTUNITIES:

Strengths:
1. Focus on technology and innovation.
2. High quality coffee provider.
3. Nespresso Club.
4. Customer Service
5. Recognition from International institute of coffee.
6. Willingness to take the risk. - Management support
7. Well trained sales representatives for the coffee machines.
!
Weakness:
1. Image of Nestle on Nespresso.
2. Average awareness rate was less than 5% in the international market
3. Penetrated less than 1% of the house hold.
4. Low return on investment in the marketing initiatives.
5. Nespresso system was more expensive than alternate coffee.
Opportunities:
1. Just like they entered the airline industry, Nespresso can consider diverse luxury
markets (e.g.: Luxury Yachts, etc)
2. Penetrate the International market to increase customer base as the market share is
only 23%.
Threats:
1. Reachability of the product.
2. Alternate substitute of Nespresso - competitive Italian and many other brands in the
market.
Recommendations:
1. Nespresso should spread across luxury segments such as Yachts, Cruise Liners,
private charter airlines
2. To introduce Nespresso concept in North American markets.

Important of Marketing Research:-

1. Market research centers your business on your consumers
2. It keeps you focused
3. 3. It allows you to pursue the most lucrative growth opportunities
4. 4. It keeps you relevant and future-oriented
5. It improves your decision-making capabilities and reduces your risk.
6. Better Customer Management

The Best Ways to Use Marketing Research

1. Optimize brand strategy and positioning
2. 2. Identify or better understand your target market
3. 3. Elevate your messaging and communication
4. 4. Innovate with impact
5. 5. Assess your category and competition
A marketing information system (MkIS) is a management information system (MIS)
designed to support marketing decision making. Jobber (2007) defines it as a "system in which
marketing data is formally gathered, stored, analysed and distributed to managers in accordance
with their informational needs on a regular basis."
Questions for Disney cases:
1. Both Hong Kong and Paris Disneyland had mechanisms in place to adapt to the local culture,
yet these appeared to be ineffective. Why? What areas still need improvement?
2. What should Disney have learned from the Paris experience? What had gone wrong in Paris?
3. Identify two issues challenging Hong Kong Disneyland's current operations, and propose
corresponding solutions.
4. What are some of the foreseeable challenges for the Walt Disney Company in Shanghai?
5. Hong Kong and Paris Disneyland help The Walt Disney Company's expansion in China?

6. Identify two issues challenging Hong Kong Disneyland's current operations, and propose
corresponding solutions.

Working condition
Capacity issue
Less rides compare to the other Disney parks
Customer reputation issue

7. What are some of the foreseeable challenges for the Walt Disney Company in Shanghai?

Try to promote more localized culture-- The risk is that Disney goes too far in localising
the park as it grows
A second challenge is politics

8. What should Disney have learned from the Paris experience? What had gone wrong in Paris?

Not accurate information about the local France and Europen culture.
Lunch and Dinner with Wine
Breakfast issue
Visit duration in USA compare to Frence. 2) Hotel Prices,3) Not use local characters
Vacation customers not taken in to consideration.

Consumer Behaviour:- Study of How people make decision about what they buy, want,
need or act in regards to a product services or company.

1. How potential customer will response to a new product or services.

2. Helps to identify opp. Thats are not currently meet

Factors affecting consumer behaviours:

1. Personal
 2. Social - Family, social class, Living condition,
3. Psychologicalperception and attitude

Straight Rebuy:- buy same product without looking any other product

1. Problem/need recognition
2. Information search
3. Evaluation of alternatives
4. Purchase decision
5. Post-purchase behaviour

B2B segment people do the purchase it is their job. Team in company will take the final
decision. Customers want change.

Create Value for customers:-

Unique experience.

New style of cooking - Creativity mixed with dinning.

Food for five senses.

Experiential dinning.

Innovation to the core.

Extraordinary presentation of food.

Surprise element in food presentation

How Does company team Create & Innovate?

The Adria has a team dedicated to research on the emotions of the people for food. Adrians
believes that the customer loves surprises and delighting the customer is his objective.

The creative process targets all six senses by introducing emotions in the cooking. Adrias
restaurant focus onsensitive customers rather focusing on millionaires.

The elBulli explores new recipes every year, providing fresh experience to customers alongside
mixing anelement of surprise. The restaurant opens only for half of the year and for the other half
of the year chefsspend time researching new recipes.

The equipments and the cooking accessories used by the Adria are highly advance and hi-tech.

Is it Business?

Restaurant only works half of the year The Adria would be able to serve the customer around
the year instead of half, if he can have a R&D team separately working around the year for him.

Limited client age: The scenario that only a fraction of interested customers get a reservation can
lead to lost clientage. elBulli can plan of limited expansion, without diluting the reputation and
processes.

Major focus on innovation rather than profit maximization. Alternate strategies can be explored
for profit maximization.
Whats Next: The Recommendations:

elBulli follows the principle of innovation and offers a new set of dishes every time. This leads
to a scenario that even if a guest wants, he/she cannot experience a dish again. elBulli can
resolve this by also having a set menu, consisting of its most famous dishes, as an option for the
revisiting customers.

elBulli can consider opening a for profit training school to impart knowledge and learning
gathered over the period
Fast Food Chain:
elBulli can open its own fast food chain to cater to a segment of customers who are willing to
taste its meals but who doesnt have time and opportunity to enjoy them in a leisured way. With
elBullisbrand and reputation, developing interest in people will not be difficult and with this
chain elBulli will be able to generate profits to support its other R&D based ventures.