Senseo coffee pods

CASE OF STUDY – SENSEO * Coffee * A brief history * History and categorization of coffee maker: * Traditional filter machines * Espresso machines * Pod coffee machines * Nespresso is the pioneer NECESSARIO FALAR ISSO? * Senseo actual leader * Popularization of the each kind of coffee

* Single-serve coffee pod system * Advantages: quick, clean and in small quantities * Disadvantage: Inflexibility of the competitiveness (to discuss: until when?) * Expensive in large quantities, this method is used as an additional coffee rather than as a replacement of standard coffee machines.
SENSEO
Partnership between Philips and Sara Lee / Douwe Egberts (DE): * Philips – suppliers of the Senseo machines * Dutch company of electronics * World leader in healthcare, lifestyle and lighting * “sense and simplicity” * Sara Lee/DE – supplier of the coffee pods * Douwe Egberts (DE) COLOCAR AS MARCAS NO PPT * Dutch familiar company of 18th century * Activities included coffee, tea and household and body products * Tea and coffee are the core products. * Sara Lee * American consumer-goods company based in Illinois * Has operations in more than 40 countries and sells its in over 180 nations * In 1978 purchased Douwe Egberts * Since then, has become the 2nd largest coffee roaster in the world * Employs over 26,000 people worldwide

* Philips and Sara Lee/DE * The two companies developed every aspect of Senseo. * Since introduction in 2001 it has sold more than 15 million coffee machines. * Competitive advantages of Senseo * Low-cost followers from China can’t easily copy the collaboration (Philips & Sara Lee) * Main profit come partly from machines but manly from coffee pods * * Create a