Case Study : Keurig Green Mountain Essay

Case Study : Keurig Green Mountain Essay

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Case 2: Keurig Green Mountain
Strengths:
Market Growth: Coffee consumer numbers are rising worldwide. According to The Business Insider coffee falls second after crude oil and has a worth of approximately $100 billion. Keurig Green Mountain has a large market to target. The coffee industry is not only growing but coffee consumers are willing to pay the price for their daily caffeine boost. The growth in this industry is definitely a strength for Keurig Green Mountain and also an opportunity that should not be wasted.
The Keurig and coffee: When the Keurig was first introduced it was a new product in the market. Its purpose was to provide the consumer with a fresh cup of coffee almost instantly (within 1 minute). Providing the consumer with a fresh, warm, cup of coffee and in a fast manner is a great strength of Green Mountain coffee. These three features are competitive advantages that other coffee companies such as Starbucks and other coffee shops do not provide. The customer wants warm, fresh coffee instantly from the comfort of their home or work office and Green Mountain offers it.
User Friendly: Green Mountain is known for their innovative coffee maker – The Keurig. A great aspect of The Keurig is that it is easy to use. User friendly products encourage customers to purchase the product and increases the product satisfaction ratings.
Variety: According to the article, The Tyranny of Choice, “thanks to a mix of modern medicine, technology and social change, choice has expanded from the grocery shelf to areas that once had few or none.” This article states that the more varieties you have of a product the more difficult it becomes to make a decision. On the other hand, I believe that the customers want variety tailored to...


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...: Mcgraw-Hill, 2013. 99-102. Print.
Goldschein, Eric. "11 Incredible Facts about the Global Coffee Industry." Business Insider. Business Insider, Inc, 14 Nov. 2011. Web. 21 Oct. 2014. .
"Keurig 's New Coffee Pod DRM Hacked, Copied? - The Digital Reader." The Digital Reader. N.p., n.d. Web. 25 Oct. 2014. .
"Marketing in 2012: The End of the Middle?" Marketing 13/14. Ed. Nisreen Bahnan. 36th ed. S.l.: Mcgraw-Hill, 2013. 2-4. Print.
"Our Company." Home. N.p., n.d. Web. 23 Oct. 2014. .
"Robot Check." Robot Check. Amazon Reviews, n.d. Web. 23 Oct. 2014. .

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