Background and History
Green Mountain Coffee Roasters initially got started in 1981 as a small café in Waitsfield Vermont and united with Keurig later in 2006. The company produces specialty coffee as well as coffee makers with the help of Keurig whom produces single-cup coffee and tea makers; it is now among their product list. The company roasts 100% Arabica type of coffee transforming it into more than a hundred different coffee products available for selection. Green Mountain Coffee Roasters and Keurig coffee no longer retains ownership of the original café. However, the company still has its headquarters situated in Waitsfield Vermont on a vase land of about 90,000 square feet. (8,400 square meters). The company also prides on having other regional centers which are located in various cities including: Upstate New York, Washington, Maine, Massachusetts and Connecticut. According to the case study, “Exhibit 6 shows the net sales and growth in reference to the year 2008, 2009 and 2010” (C36 in the book, [Dess et al, 2012]). From that data, we can see how the company has developed. The rest of the 2010 annual report also helps in examining the performance of the company which can be seen in Exhibits 3, 4 and 5.
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Dess, G. G., Lumpkin, G. T., Eisner, A. B., & McNamara, G. (2012). Strategic Management: Text & Cases (6th Ed.). New York, NY: McGraw-Hill.
Green Mountain Coffee Roasters, Inc. (2004-2014). Brewing a Better World. Retrieved from https://www.greenmountaincoffee.com/Our-Story/csr/
Green Mountain Coffee Roasters, Inc. (2014). Keurig. Retrieved from http://www.keurig.com
Porter, M. (1998). Competitive Strategy: Techniques for Analyzing Industries and Competitors. Retrieved from http://www.iseg.utl.pt/aula/cad1505/Textos_Apoio/Techniques_Analyzing_Industries_a.pdf
Prahalad, C. & Hamel, G. (1990). The Core Competence of the Corporation. Harvard business Review [Online Edition] Retrieved from https://faculty.fuqua.duke.edu/~charlesw/s591/willstuff/oldstuff/PhD_2007-2008/Papers/C08/Prahalad_Hamel_1990.pdf
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