Case Study

Nespresso: Strategy reset for growth – the youth market

34 pages
October 2023
Reference: IMD-7-2479

Nespresso, the global leading brand in portioned coffee, is facing an existential threat. The company’s current market base, which consists primarily of aging consumers, is likely to decline in the medium to long term. To compensate for the certain shortfall, the company needs to attract young coffee drinkers among Millennials and Generation Z, whose consumption and values are significantly different from the current base. Management is being forced to reset its historically successful strategy for a new era when today’s young consumers will soon account for the bulk of the global coffee market.

Learning Objective
  • Practice the full cycle of extracting actionable insights from market analysis – including long-term trends and features of customers and competitors – and translate the takeaways into specific strategic priorities, decisions and plans.
  • Learn about different analytical techniques and frameworks as decision-making tools.
  • Realize the importance of continuous innovation in all aspects of marketing to stay ahead in fast-moving and increasingly commoditized markets.
  • Recognize the value of insights that come from “hearing the voices of customers,” especially non-customers, through various research methods including direct interviews with a representative sample.
  • Grapple with, and decide on, difficult managerial issues such as communicating corporate sustainability to a sceptical youth market or creating a customer value proposition and brand strategy that appeals to decidedly different market segments.
Strategic Marketing, Strategic Planning, Global Marketing, Premiumization, Disruptive Innovation, Young People, Millennials, Generation Z, Consumer, Communication, Brand Building, Branding, Brand Reshaping, Consumer Research, Marketing Decision, Low Cost Competition, Market Leadership, Strategic Repositioning, Growth
Nespresso, Consumer Goods, Coffee
Field Research
© 2023
Available Languages
Case clearing houses
IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]


Research Information & Knowledge Hub for additional information on IMD publications

Discover our latest research
IMD's faculty and research teams publish articles, case studies, books and reports on a wide range of topics