The paper "The Nespresso Coffee Machine Issues " is a perfect example of a Marketing Case Study. Integrated marketing communication is the process that entails all the elements of marketing. The integrated marketing communication aims at integrating the communication channels to ensure that the needs of the customers are met and also the competitive advantage of an organization is achieved (Jobber 2001). This means that all the stakeholders in the marketing function are incorporated into a marketing strategy. The process of integrated marketing communication ends with the feedback from the customers which is then used to make appropriate marketing decisions.
This paper will discuss the concepts of integrated marketing communication in relation to Nespresso coffee. Company background and product description Nespresso was founded in the year 1986 with the aim of providing everyone with a cup of tea which is perfect in terms of meeting the needs of the customers. Since the company was founded, it has managed to revolutionalize and redefining the way the customers enjoy the coffee. This means that the company has been offering a variety of coffee products and this has helped to meet the diversified needs of the customers from the global market context (Nespresso 2015).
The aim of the company is to provide coffee with the highest quality and ensure that the customers have a positive experience when using coffee products. The company competes both in the business to consumer business and business to business markets. The aim of engaging in both b2b and b2c markets is to ensure that the customers do enjoy the coffee both in the local markets and they can enjoy the coffee products wherever they are in the global market.
The company uses the Nespresso coffee machine to ensure that the quality of the coffee is high to meet the needs and expectations of global customers. Integrated marketing communication has been the strategy that links the customers with the management of the company. The customer feedback is provided and the management reacts appropriately. The Nespresso coffee product which is provided by the company is of high quality. The Nespresso coffee machines ensure that the coffee products are of high quality and they meet the needs of the customers.
In addition, the coffee product is different flavors to meet the diversified needs of the customers. The lingering aroma of the coffee product makes it attractive to the customers hence creating a positive experience among the customers (Nespresso 2015). The Nespresso coffee product, therefore, is appropriate in meeting the needs of the customers leading to a competitive advantage. Nespresso coffee is sold in more than 62 countries globally. This means that the company targets global customers applying the sustainable growth strategy. The target market for Nespresso coffee is middle and high income earning customers.
This is because the customers are able to pay for the coffee product. The other target market for Nespresso coffee product is the customers aged between 15 and 35 years old (Kerin 2012). This is because the customers at this age group require the necessary nutrients they require for effective growth. Once the customers have been served with the coffee, they are asked to provide their feedback so that the management can understand the extent to which they were provided with the quality products.
Once the marketing strategy has been implemented, customer feedback is then used to assess the effectiveness of the marketing strategy.
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