UKTM4123 Strategic Marketing Management Tutorial 9 (Topic 7 & 8) Nespresso was created in 1986 as a subsidiary of the Swiss group Nestle. It was initially supplier to the coffee machine market but it was only after its unique repositioning to the high-end segment of the consumer market that Nespresso became a global success. In Malaysian market, the first Nespresso boutique is located at The Gardens Shopping Mall which provides the ultimate Nespresso experience on the coffee machine, capsules and accessories. The Nespresso system is based on several fundamental criteria: practically designed coffee machines, high-quality coffee, excellent service, and strong and original communication. A coffee drinker might buy their coffee machine from a department store, a Nespresso boutique or from the web, but to use the machine, they have to buy capsules of coffee, which are only available directly from Nespresso. Furthermore, Nespresso provide coffee solutions for professionals adapting to the specific business needs of customers, be it at the office workplace, for hotel guest, patrons at restaurants and cafs, even for the airline passengers. Based on the Nespresso scenario above, propose the below marketing strategy for Nespresso boutique in Malaysia for the future market development. 1) Assuming Nespresso established itself as the Prospector in the Malaysian coffee market, critically discuss the concern of marketing policies that can be implemented by Nespresso as their business strategy for future market developments in Malaysia. 2) Propose and discuss the individual product portfolio alternative decisions that Nespresso should take into consideration. 3) Evaluate the market conditions for introductory and growth stage in the product life cycle of the coffee market where the Nespresso marketing manager need to consider in their marketing strategies development