Market Leader-

Dominant Design

 

As the leading single-serve coffee system in Europe, Nespresso has dominated the specific market for the last two decades since it was introduced. In the light of Wikipedia,  Nespresso was invented  and introduced in 1976 by  Eric Favre,  an employee of Nestlé. Then after the first patent application has been filled in 1996, Nespresso started to keep leading the coffee machine market and become the cutting edge due to its simple, straightforward design and capsule design, which makes it as the mainstream choice for customers. And as Markides and Geroski (2005) state that, a dominant design defines what crucial features the products are. It is not just a thought to be a standard but also a platform that has obvious differences from other products.   

 

Nespresso is the kind of product that maintain high adaptability in the market, which continuously keeps innovation for its machines and capsules that in order to  be  the  dominant  design  of  the  current  market.  According  to  Aragall  and Montana (2012), Nespresso has won numerous awards for their integration of technology and design in the last ten years, which has been the dominant design not just fulfills the basic needs of coffee machine, but also combines the coffee capsules with Nespresso that shows a new style in the market. 

 

Accounting for up to 40 percent of ground coffee sales in Europe, which was USD 17 billion in total, Nespresso is a miracle in the coffee machine market by its dominant design, which uses packaged portions of espresso coffee as a selling point of its design. Furthermore, it was reported that over 20 billion capsules have been sold for the last 10 years till 2010 (Alderman, 2010), which shows that how  popular  Nespresso  is  in  the  view  of  consumers, reflecting  that,  “once  a design becomes an industry standard, it is difficult to dislodge” (Anderson and Tushman, 1990).