How Nespresso Maintains Market Dominance
The business was not an instant success. At first, it had a B2B focus and sold into Japanese offices. They began to get to know the customer better as they improved their technology. This coincided with the rise in coffee consumption and the establishment of Starbucks in Europe during the 1990s. People were suddenly looking for barista-style coffee at their homes, and Nespresso was able to offer it at a very affordable price.
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