We have some recommendation are Nescafe should building a new way to enjoy coffee. Increase advertising about a good side try to associate drinking a Nescafé with creates a belief to customers that they can take their bright in the dark day outside when drinking Nescafé. Trying to make it into a part of daily life or part of everyday such as wake up in the morning coffee smells cup will feel the joyful correspondents throughout the morning, After work, still have to drink some coffee break after lunch, A cup of coffee to revitalize the lost sleep to show that the use of caffeine is not serious and do not have negative impacts a lot when compared with its advantages, it's worth to use it .But sometime the wellness concept is not the best way to sell coffee. Nescafe should creating whole new dimension and new way to enjoy coffee by consider a fact from hedonistic consumption, purchases experiences, special with service and increase news option to drink coffee .By focusing on labor market, working hard people in country that have most citizen and highest growing coffee consumer such as China and India because they are fastest growing coffee consumer countries and high population can offer new business opportunities in these countries according to (kawintra, 2013) “Nowadays, coffee became a staple food in the morning of a new era due to the people who live in cities have a busy lifestyle. In addition, coffee also becomes an afternoon drink or beverages to increase the power of working people which it is a chance to expand the market and to occupy its market share even more”. As mentioned in SWOT analysis part of opportunity.