- 學位論文
為企業、消費者、環境創造三方互利之商業策略: 以台灣雀巢Nespresso為例
Strategy to Create Win-Win for Corporations, Consumers and the Environment： A case study of Nespresso Taiwan
摘要
Nespresso奈斯派索是一間全球知名的咖啡公司隸屬於瑞士商雀巢集團，其獨特的咖啡膠囊及咖啡機商業模式一直以來都被許多人討論。自從1986年公司成立以來，其採取的刮鬍刀商業模式(Razor Blade Model)讓Nespresso每年都能維持穩定的營收。Nespresso Taiwan 台灣奈斯派索於2012年成立至今已有五年多之久，對於曾在該公司從事財務分析工作四年多的本人來說，我非常珍惜這樣的工作機會與所有美好的回憶，然而在工作過程中，我體會到消費者對於品牌認知的喜好與轉變，也讓我非常好奇消費者是如何看待這個品牌以及此品牌的優勢與劣勢在哪裡，有沒有哪方面Nespresso是可以做得更好的。 此篇論文的目的為探討Nespresso的品牌核心價值以及試圖找出新的方法以贏回消費者的心，進而吸引更多會員的加入。藉由價值主張模式(Value Proposition Canvas)來訪談兩種不同特性的消費者，我們能夠了解消費者心中最在意的事情、產品或服務，這些或許是公司端以往並不了解或是還未達到其期望的。 在討論與結論章節中，我們將會運用企業內部分析(Internal Analysis)以及商業模式圖(Business Model Canvas) 來了解公司核心價值以及其商業模式。除此之外，針對訪談結果中消費者痛點的部分，尤其針對膠囊回收的爭議，我們提出了些解決方案和建議給公司高階主管，希望這些方法能幫助公司解決消費者的痛點並且創造企業、消費者以及環境的三贏模式。
並列摘要
Nespresso is a well-known coffee company under Nestlé group and it is famous for its special interaction system of the Nespresso coffee capsule and Nespresso coffee machine. With implementing razor blade model, Nespresso has stable revenue growth every year since it was launched in 1986. Nespresso Taiwan was established in 2012 and the company has been run for five years so far. As a financial analyst working in Nespresso Taiwan for more than 4 years, I truly appreciate the working opportunity and cherish all the good memories there. However, I also encountered some glory and gloomy days of Nespresso during the period and I was curious how customers regard this brand and what advantages or disadvantages Nespresso can keep and improve. The purpose of the study is to investigate the core competencies of Nespresso and the improvements that company can conduct to attract more customers to become members. By interviewing two segments of Nespresso customers (target customers and younger generation) via Value Proposition Canvas, we can know what kind of brand it is to customer and what products or services customers really care about but Nespresso has not met their expectations. In discussion and conclusion part, internal analysis and business model canvas will be introduced to analyze Nespresso’s core competencies and business model. Besides, for customer’s pains which we found from interview, especially recycling issue, we tried to design some solutions and recommendations to Nespresso’s senior management team. Hope that can solve customer’s problem and create win-win result for corporate, consumer and environment.