Premium Essay

Mounain Coffee Roasters

In: Business and Management

Submitted By ladywhite1972
Words 900
Pages 4
Case Study Report
COMPANY NAME/WEBSITE/INDUSTRY
Green Mountain Coffee Roasters (GMCR) Maker of specialty coffee and coffee makers ~www.gmcr.com and Keurig Inc. (Proprietary company of GMCR) Maker of the Single cup brewing system in North America
BACKGROUND/HISTORY
GMCR is a specialty coffee company based in Waterbury, Vermont. This company went public in September 1993. Green Mountain Coffee Roasters began in 1981 as a small café in Vermont. The demand grew with requests being made by local restaurants. The company then moved its headquarters to Waterbury Vermont which makes up the 90,000 square foot roasting and distribution facility. GMCR primary business is as quoted by the president and CEO Lawrence J. Blanford, GMCR’s strategy of aligning with the strongest coffee brands to support a range of consumer choice and taste profiles in an innovative Keurig Brewing System. Keurig was launched in 1990 by Peter Dragone and John Sylvan. These two individuals built Keurig on the bases that coffee should always be served fresh and fast. Their endearing concept was “Why do we brew coffee by the pot when people drink it by the cup? Henceforth this revolutionary idea brought about the Keurig K~Cup portion pack. Then in 1994 Keurig secured a patent and then created a prototype. It was not until some investors came along with money and demanded that Nick Lazaris, a veteran executive, be brought on to assisting them in creating a model. After eight years of development, Keurig released its industrial strength machine which delivered the perfect cup of coffee each time.

Industry Competitors
Starbucks and others
Industry Competitors
Starbucks and others
ANALYSIS VIA PORTER’S FIVE FORCES MODEL Buyers
Buyers

Suppliers
Various
Suppliers
Various

Potential Entrants:
Another company emerging with a better product
Potential...

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