Análise do caso Nespresso pela ótica da Matriz Ansoff
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Data
2021-06-04
Autores
Bazzetti, Pedro Francisco Berto
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Editor
Universidade Estadual Paulista (Unesp)
Resumo
A publicação do artigo “Strategies for Diversification” em 1957 por Igor Ansoff divulgou pela primeira vez a matriz que, futuramente, seria conhecida pelo seu nome (Matriz de Ansoff) e orientaria diversas novas publicações e estratégias empresariais que visaram a expansão por meio de novos produtos e/ou novos mercados, divididas em quatro quadrantes, sendo eles penetração de mercado, desenvolvimento de mercado, desenvolvimento de novos produtos e diversificação. Por meio desta metodologia, é possível analisar as estratégias de empresas que se destacam por meio da grande expansão e diferentes inovações, como a Nespresso, empresa que revolucionou o mercado de consumo de café pelo inovador sistema de cápsulas e máquinas, que preparam a bebida em quantidades individuais de forma fácil e prática. Desse modo, o objetivo deste estudo foi caracterizar, a partir do modelo de Ansoff, as estratégias de negócio adotadas pela Nespresso, identificando os fatores que contribuíram para o sucesso da marca. Por meio do estudo de caso foi possível identificar tais estratégias desenvolvidas pela empresa nesse período, que se concentraram principalmente na penetração e desenvolvimento de mercado, com destaque para a criação de diferentes sabores e máquinas e o constante foco em oferecer únicas experiências de consumo de café. No entanto, por não ter mais seu modelo protegido por patentes, foi observado que a Nespresso deve aplicar esforços principalmente em estratégias de diversificação, que possibilitem a volta de sua liderança de mercado e uma forte estratégia competitiva perante seus concorrentes, que já fazem uso de seu sistema.
The publication of the article “Strategies for Diversification” in 1957 by Igor Ansoff first disclosed the matrix that in the future, would be known by its name (Ansoff Matrix) and would guide several new publications and business strategies aimed at expansion through new products and/or new markets, being divided into four quadrants, called market penetration, market development, product development and diversification. Through this methodology, it is possible to analyze the strategies of companies that stand out for their great expansion and different innovations, such as Nespresso, a company that revolutionized the coffee consumption market by the innovative system of capsules and machines, which prepares the beverage in individual samples. easily and conveniently. Thus, the objective of this study was to characterize, based on the Ansoff model, as business strategies adopted by Nespresso, identifying the factors that contributed to the brand's success. Through the case study, it was possible to identify the effects caused by the company during this period, which focuses mainly on penetration and market development, highlighting the creation of different flavors and machines and the constant focus on offering unique experiences. of coffee consumption. However, as it no longer has its patent-protected model, it has been observed that Nespresso should primarily use diversification effects, which allow it to return to its market leadership and a strong competitive strategy for its performance, which has already used its system.
The publication of the article “Strategies for Diversification” in 1957 by Igor Ansoff first disclosed the matrix that in the future, would be known by its name (Ansoff Matrix) and would guide several new publications and business strategies aimed at expansion through new products and/or new markets, being divided into four quadrants, called market penetration, market development, product development and diversification. Through this methodology, it is possible to analyze the strategies of companies that stand out for their great expansion and different innovations, such as Nespresso, a company that revolutionized the coffee consumption market by the innovative system of capsules and machines, which prepares the beverage in individual samples. easily and conveniently. Thus, the objective of this study was to characterize, based on the Ansoff model, as business strategies adopted by Nespresso, identifying the factors that contributed to the brand's success. Through the case study, it was possible to identify the effects caused by the company during this period, which focuses mainly on penetration and market development, highlighting the creation of different flavors and machines and the constant focus on offering unique experiences. of coffee consumption. However, as it no longer has its patent-protected model, it has been observed that Nespresso should primarily use diversification effects, which allow it to return to its market leadership and a strong competitive strategy for its performance, which has already used its system.
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Palavras-chave
Estratégia empresarial, Inovação, Matriz de Ansoff, Nespresso, Café, Bussiness strategy, Inovation, Ansoff Matrix, Coffee