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Coffee Mountain Roasters

In: Business and Management

Submitted By chrissymay7
Words 1017
Pages 5
COMPANY INFORMATION
Name :: Green Mountain Coffee Roasters, Keurig Coffee
Website :: www.greenmountaincoffee.com, www.gmcr.com, www.keurig.com
Industry :: Processed & Packaged Goods- Coffee Makers
BACKGROUND & HISTORY
Green Mountain Coffee Roasters, Inc. (GMCR) was founded in 1981 as a small café and combined with Keurig in 2006 (About GMCR, 2004-2009). GMCR produces specialty coffee and coffee makers; Keurig is the maker of a single cup coffee maker as well as specialty teas and coffees. Keurig was founded in 1998 on the concept that one should be able to make coffee one cup at a time rather than one pot at a time (Coffee.org, unknown). Today, GMCR has acquired and merged with several specialty coffee brewers and Keurig licenses the patents for creating single cup, or K-cup, coffee packages including Dunkin Donuts and Starbucks coffee (Dess, Lumpkin, Eisner, & McNamara, 2012). SWOT ANALYSIS
Strengths
- Brand strength
- Unique & large variety of products
- Customer loyalty
- Environmentally conscience, socially responsible
- Innovative products and research
- Strong growth potential
- Product consistency Weaknesses
- Not a strong online presence
- Supplier dependence
- Concentrated customer base
- Single product line
- Returns
- Keurig defects
- Capacity constraints

Opportunities
- Expanding to new markets
- Collaborations
- Increased purchases
- Keurig Acquisition
- Expansion to hotels and businesses
- Expand suppliers Threats
- Intense Competition
- Changing consumer tastes
- Large variety of products in the industry
- Instability in coffee growing regions
- Food and Safety Regulations
- Patents expiration

(Dess, Lumpkin, Eisner, & McNamara, 2012)
PORTER’S FIVE FORCES MODEL ANALYSIS

(Morningstar, 2009)
STRATEGY USED
GMCR has created a successful strategy for selling and marketing...

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