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Nespresso's Case Analysis

856 Words4 Pages

Purpose
Today, the coffee market in China is booming. In fact, the Chinese coffee consumption level is increasing at a rate of 25 to 30%, which is ten times more than the average world growth rate (Asian Development Bank, 2015). The purpose of this research is to identify the factors that have contributed to the increased coffee consumption in China. This paper will examine at this phenomenon by starting with a Chinese market overview, then this study will look at the cultural aspects that have contributed to increased coffee consumption and finally this thesis will conclude with a brief analysis of Nespresso’s case.
This paper will benefit readers by enhancing their understanding of how the shift in Chinese demographic is contributing to …show more content…

In 2012 the middle class represented 25% of the population and it is expected that in 2030 it will account for more than half of the Chinese population. This new and growing part of the population is now looking for different things, they are now well educated, their salary will keep rising and they are highly influenced by the Western way of life (Fairbanks, John and Merle Goldman, 2002).
Furthermore, Grosse illustrates in his paper named The Challenges of Globalization for Emerging Market Firms (2003) that coffee in China is still a trend more than a habit, people drink it to feel good, but not out of need. To deal with this, companies are now integrating habits from abroad into Chinese culture for example Starbucks promotes relaxation, mediation and Chinese coffee grown in China to all be available in its …show more content…

Gift cards will be given through a random draw to questionnaire participants. The gift cards will be used to motivate people to participate in the study. Access to internet, printers, photo-copiers and scanners will also be needed.
Statement of Ethical Issues
Research such as this, which involves human subjects and participants, often raises unique and complex ethical issues. Therefore, it is necessary to address these issues when deciding to conduct research. Some of the possible ethical issues that could arise from this research are:
• Informed consent: This requires the researcher to provide the interviewee/person taking the survey with various necessary information such as the purpose of the research, risk or benefits, the time requirements, contact information in case they have some further questions.
• Privacy/confidentiality: Since the research deals with individuals’ perceptions and views on the subject matter, it is necessary that their replies are confidential and do not harm them in any manner (personally or professionally).
• Voluntary participation: In order to get the best outcomes from a survey, it is necessary to ensure participants that their participation is voluntary. During the research, it will be ensured that no participants are coerced into

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