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What are possible reasons for a Nespresso's market share drop in the…
What are possible reasons for a Nespresso's market share drop in the London's coffee capsules market?
Algebraic
Structures 1
Our revenues
/
Market share
Structures 2
Share of capsules customers
Share of Nespresso's among capsule customers
X
Process
Structures 1
Less customers find machines in stores
Less customers want to buy machines
Less customers have the required machines
Less customers picked up machines from shelves
Less customers buy machines
Structures 2
Less customers have the required machines
Less customers find the machines in stores
Less customers buy the machines
Less customers acknowledge Nespresso's coffee capsules
Less customers interested in Nespresso's coffee capsules
Less customers buy Nespresso's coffee capsules
Less customers use Nespresso's coffee capsules in their machines
Conceptual
Structures 1
Customers lost their interest in Nespresso's coffee capsules
Nespresso's price is perceived higher than the others
Customers do not acknowledge Nespresso
Customers difficult to find Nespresso in distribution channel
Segmentation
Structure 1
Customers who buys bundle machine-capsules
Customers who buys capsules freely
Customers who does not have machine
Structure 2
Household
Office/corporate
Restaurant/coffee shop
Structure 3
E-commerce channel
Retailers
Own stores
Opposite words
Structure 1
Internal factors
External factors
Structure 2
Marketing-related
Non-marketing related
Issue tree 1
X
Share of Nespresso's among capsule customers
Customers lost interest in Nespresso
customers have changed
competitors have changes
we are changed
Nespresso's price is perceived higher
Production cost
Company's margin
Distribution channel's margin
Customers hard to find Nespresso in distribution channel
e-commerce
retail
own stores
New customers unaware of Nespresso
Lack of advertising
Advertise is not engaging
Share of capsules customers
Household
Office/corporate
Restaurants/coffee shops