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Reinventing Nespresso? The Challenges of a Market Leader Under Attack
In 2011, Nespresso achieved phenomenal success with revenues of CHF 3.5 billion. But in the meanwhile challenges started to appear. The 1,700 patents protecting Nespresso system were expiring and more and more copycat capsules compatible with Nespresso machines were emerging. Nespresso was seeing declining growth rate and market share loss. The case describes the new competition Nespresso faced, Nespresso's first reactions, and the tough choices it had to make in order to sustain its success.

Kimura KK: Can This Customer Be Saved?
Pramtex, an Australian company established in 1985, was one of the emerging star players in optical disk production equipment. The company, known for its high quality products, had stayed ahead of its competitors by concentrating on production line technology for emerging disk formats. It was, however, becoming increasingly vulnerable to competition as the industry matured. John Reef, Product Manager at Pramtex, had reason for concern when he learned that one of their major Japanese customers, Kimura KK, had decided against purchasing three machines from Pramtex for a new factory in Taiwan. This was the second Japanese customer Pramtex had lost in a single week.

Relaunching the Alpina Brand: High Precision Watches Since 1883
Aletta and Peter Stas, founders of Frederique Constant SA, one of the leading watch manufacturers based in Geneva, Switzerland, had called a meeting with their board of advisors to discuss the next steps of the re-launch of Alpina, the second brand of their company. Aletta and Peter strongly believed that Alpina had real potential for growth but were still unsure about the viability of its new positioning and the rest of its marketing strategy. What should be the right communication strategy of Alpina given the limited resources of the company? And what should be the right distribution channels for the brand?

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