It is 2044. You have built a sterling reputation as an international marketer of some renown. Nestle, the world's largest food and coffee purveyor have asked you to consult on their marketing of a new upscale coffee brand in the united states. The brand amazingly is an instant coffee but wins kudos from even strident coffee snobs as being delicious. In fact, some 15% of Starbucks in Central Europe  have closed their doors since this exciting brand has been introduced. Before your first meeting at headquarters in Vevey, the Swiss have asked you to provide a checklist of considerations to consider when marketing this breakthrough brand in the United States. 

What will they have to do differently than they did in their home turf?

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When marketing a breakthrough coffee brand in the United States Nestle will have to consider several factors that may require them to do things differently than they did in their home turf Here are so... View the full answer