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In a competitive environment, a company does to make itself appear different from its competitors, by providing consumers a strong image and a clear value proposition. Positioning is an efficient strategic tool to determine why a particular offer is unique and why a company is able to compete and manage its long-term success. This report investigates whether or not, in recent times of recession and ecological concerns, the strategy employed by Nespresso is still successful in that industry. It emphasizes the importance of an appropriate positioning in a competitive environment. For the purpose of that research, issues as the importance of branding and keeping customers loyal are also investigated. These issues are analyzed through a survey research.