Nicola Cafés capsules compatible with Nespresso machines

: risky marketing decision

Abstract

The demanding and traditional coffee market in Portugal is changing in some of its main components. Consumers, limited financially by the economic crisis, and taking advantage of the growth of coffee machines with capsules, drink more coffee at home, reducing consumption in establishments such as bars, restaurants and pastry shops. The Nutricafés S.A. is the third player of the coffee market in Portugal, and through its main brand, Nicola Cafés will have to choose between two marketing strategies to increase sales and profitability of the company, due to pressure from its shareholders. The first option will be to invest in the core business, and increase the range of clients such as restaurants, improving their contracts and technical assistance. The second option will be to innovate, and enter the promising market of coffee capsules, launching a compatible capsules range with Nespresso machines taking advantage of the reputation, credibility and tradition of Nicola brand among Portuguese consumers of coffee.

Date of Award	3 Nov 2015
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Paulo Gonçalves Marcos (Supervisor)