This document analyzes key factors for Nespresso's long-term success, including its brand image as an aspirational lifestyle, high price and quality coffee capsules, and closed ecosystem. It discusses Nespresso's interdependent success factors and proposes future strategy scenarios, such as strengthening its exclusive brand image and launching a new autonomous brand with cheaper capsules. The conclusions recognize Nespresso's success in building an exclusive brand but note it must strengthen this image and introduce new brands to fight increasing competition.