Nespresso was not in a very good situation. It was time to change to do something new and they realized for that reason that it was necessary to search an entrepreneur. Somebody ambitious , strong head , and creative who was able to take radically decisions and begin a new era of succeed of Nespreso. This person was Mr Lang. How could we sell Nespresso in supermarkets ? was the initial question. Question that was answered with a great strategic decision which was developed by Nespresso in order to penetrate in a new market and be more productive. “ A small operation in a separate company with separate product” Lang said.
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At the beginning it was no clear what he wants to do , and if this strategy will be effective but he doesn’t care about it and he continued developing this risked strategy. Lang realized that Nespresso prospect in the office sector was limited but they was potential in the household market. At the time it did not exist a big market research of the households market , so it was a very good opportunity for them.
“Positioning Nespresso away from the more utilitarian office coffee and targeting consumers at the top of the household market” was his main objective Land got “green light” from the Nestle? general management in order to develop this strategy but only in Switzerland to be proven during a period of time. If the sales increase the management agreed and the business could continue. When something is new there will be always a lot of ifs and buts , but it must to risk and dare to do something innovative and original to got succeed.