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The future of a new concept
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Orientador(es)
Resumo(s)
NESCAFÉ Dolce Gusto (NDG) was launched in Portugal last 1st of September. It was the second round of launches across Europe, including Spain, Italy, France, Austria, Czech Republic and Slovakia.
Being one of Nestlé’s top priorities, and probably one of the most important products in general of the last years, NESCAFÉ Dolce Gusto is a concept believed to change the trends of the competitive coffee market.
Innovative design, clean and user-friendly technology, high quality beverages, hot and cold drinks and product availability are some of the many characteristics that make this concept unique.
The aim of my work project is to present this concept made by Nestlé and KRUPS, and to propose several paths for its future development and marketing. I intend to explain how this concept was born, to whom it is targeted, the competition it faces, the launch in Portugal and its goals.
After presenting the discussion questions, it is my intention to indicate some directions and the consequences of the options that I suggest in the discussion notes part.
This project was developed and carried out during part of my internship at Nestlé.
Descrição
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the Nova School of Business and Economics