Swot Analysis Of Keurig

Swot Analysis Of Keurig
Keurig characterises itself as a technology–driven, innovative, and values–based personal beverage
systems company. Its multi–brand beverages and beverage systems portfolio has guided Keurig's
business model from the company's inception in 1998 to the present. Keurig sells a variety of
Keurig® brewers and sells specialty coffee pods. Since its early years, the company's beverage
options have expanded to include cold beverages (including iced teas, iced coffees, and iced fruit
brews) in addition to other hot beverages (e.g., hot apple cider, hot teas, and hot cocoa). Keurig has
also extended its reach to market and sell whole bean and ground coffee in bags, fractional
packages, and cans.
Differentiation is Keurig's business–level ... Show more content on Helpwriting.net ...
Both want high–quality coffee served quickly and easily. To satisfy both types of coffee drinkers,
Keurig has formed partnerships and licensing agreements with prestigious, well–known, and
popular brands.
Research and Development
Keurig invests heavily in research and development activities. Between fiscal years 2013 and 2015,
the company invested more than 200–M$ in its R&D programs. Keurig's R&D teams include
scientists and engineers who are critical to the company's innovation strategy. Innovation as a
strategy has facilitated Keurig's rapid product design and development, and has earned the company
leadership position in appliance technology within its industry.
Partnerships, Licensing, and Acquisitions
Keurig's large beverage selection is made possible by its ability to form partnerships and licensing
agreements with premium coffee roasters and industry–leading coffeehouses. Roaster partnerships
include or have included such companies as:
Green Mountain Coffee Roasters;
Diedrich Coffee;
Van Houtte;
Timothy's Coffee of the World; and
Caribou Coffee.
Agreements have also been made with Dunkin' Donuts and Starbucks.
In 2006, Green Mountain Coffee Roasters (GMCR) acquired Keurig and transitioned the company
from a small, privately–held company to a subsidiary wholly owned by a large, public corporation.

The acquisition enabled Keurig, now Keurig Green Mountain, to further its multi–brand strategy.
The agreement
... Get more on HelpWriting.net ...

Green Mountain Coffee Roaster Essay
Assignment 4–4 Shane Rittenhouse Acct.310 Ann Remely 6/5/13 Issue During the fourth quarter of
2010 Green Mountain Coffee Roasters had some accounting irregularities become known to the
public. Green Mountain's problems all started from how they recognized income, though
intercompany inventory and third party vendor. After the SEC inquiry, Green Mountain's accounting
irregularities spanned three fiscal years and three fiscal quarters. Starting with fiscal year 2007 and
running through the third fiscal quarter of 2010. In total Green Mountain had five areas of their
financial statements in which they did not follow GAAP. The first issue overstated $7.6 million
dollars of inventory during the time period, because of an ... Show more content on Helpwriting.net
...
With the net result is being an overstated net income, during the company's record profit and double
digit growth years, creating a high dividend for investors. Second FASB code violated is 605–15–25
or Topic–revenue recognition, Subtopic–products, Section–recognition (FASB ASC 605–15–25).
With this violation Green Mountain had under accrual incentive programs by $1.4 million dollars
and also over accrual incentive programs by $700,000 dollars. Green Mountain had a net overstated
income by $700,000 dollars during the fiscal years. Since Green Mountain has taken the "Razor and
Blade" sales method, this is an important violation for their investors (Mchugh, 2012). The Razor
and Blade sales method is where Gillette brand razors are sold at cost but the company makes its
money when the consumer buys the blade. For Green Mountain they are selling the coffee maker at
cost, while they hold the patent rights to the K–cup that fits into the coffee maker. The last FASB
rule violates is 605–25–25 or Topic–revenue recognition, Subtopic–multiple–element arrangements,
Section–recognition (FASB ASC 605–25–25). This violation is from Green Mountain not having the
correct cumulative revenue recognition of royalties from a third party vendor. Green Mountain had
overstated their income by $1 million dollar form this error, once again overstating the net income
of the company. Analysis Green Mountain was known for being a

Green Mountain Coffee Roaster Case Study
Green Mountain Coffee Roaster Inc is a company that sells coffee to its customers. Just like any
company it generates assets and liabilities thought its day to day activity. Green Mountain coffee
obtains had obtained assets and generated liabilities thought out its various dealing with clients and
vendors. Knowing a company 's working capital or current ratio over years of operation can help
determine how well a company is doing with respect to previous year. In this case study we are
looking at financial records for Green Mountain Coffee Roaster Inc for the years 2009, 2010, and
2011. I recently won the lottery and my goal is to determine if Green Mountain's working capital
and current ratio is improving over the year, and how relative ... Show more content on
Helpwriting.net ...
Using both current assets and current liability for 2009 thought 2011 I can see how liquid the
company can be in the short term.
In 2009 Green Mountain Coffee Roaster Inc had a working capital of about 413 million, and a
current ratio of 4.30. I can use the current ratio number to compare Green Mountain with other
larger or smaller companies in the same industry. In 2010 the company 's working capital went
down to 257 million, and there current ratio went to 2.08. Then in 2011 they had a up swing with a
working capital of over 660 million, and a current ratio of 6.78. This data shows that from 2009 to
2011 Green Mountains working capital went up over 37 percent in just two years. In contrast there
current ration went up from 4.30 to 6.78 in just two years, that is an increase of 2.48 in a short time.
When looking at these numbers I can see a big change in liabilities from 2009 to 2011. In 2010
Green Mountain took on a lot more liabilities than in previous years, but in 2011 that risk really paid
off. Someone must have told them it takes money to make money, because that is exactly what they
did with there extra liabilities. Although having too many liabilities can be bad thing, so can having
assets that aren 't making more money for a company.
The asset turnover ratio is a number that, " Measures how efficiently a business uses its average total
assets to generate sales" (Nobles, 2014 p637) The

Case Write Up on Keurig Essay
Case Write up Keurig
It is essential that Green Mountain's negotiation succeed because the value proposition that comes
along a new product like the portion pack system. Keurig is a start up coming looking to expand its
business venture and GMCR central location is in the Northeast and they were also looking to
expand the company's geographic existence. With expansion ideas in mind as a common ground for
both companies, it would be smart and beneficial for the companies to work towards this specific
goal. Keurig would make it feasible for GMCR to sell the K–cups it will eventually produce in parts
of the country they are not already connected to once the Keurig goes national. There is major room
for them to grow and to be ... Show more content on Helpwriting.net ...
With this being said they must find ways successfully spread out some the overheads costs that are
in dire need of attention or raise more money. The VC's are saying that they will not receive any
more money until they have proven track of strong sales. A successful negotiation would help
alleviate their economics burdens they are currently incurring this is why it is important so they do
not end up in the worst situation where they cannot get money from the VC's, angels investors or
investments banks and have to go out of business. Keruig has 2 BATNA's the first is they can each
other try to find other roasters to contract with like Starbucks, Swiss Miss, Folgers or more regional
companies like Van Houtte of Canada and Diedrich of South California. Their second BATNA was
to revert back to the old plan and produce their own branded line True North Coffee. Under this plan
they would have to raise a lot more capital from angels and private investors. This approach would
come with a lot of obstacles such as higher costs, possibility of a lower valuation
One of the biggest barriers from GMCR's standpoint is that they realize they can possible build up
sales and marketing for the Keurig system once they start producing and endorsing the product.
They are capable of doing so because of the position that GMCR is in as an emerging

Strategic Management
1. QUESTION ONE
Undertake a SWOT analysis of the organization in the case.
A SWOT analysis of Green Mountain Coffee Roasters reveals the following :
1.1 Strengths
i. Product Consistency
By utilizing state–of–the–art roasting software, GMCR is therefore able to maintain their level of
product consistency,
ii. Unique Products
Its key success is in differentiating its coffees. The coffee beans have been carefully selected and
then roasting them in small batches to ensure consistency and to maximize their taste and flavor
differences. This one of the reason why are the Green Mountain coffees is different from those of
other specialty coffee companies. On the other hand, Keurig also gives Green Mountain access to
the office and one–cup ... Show more content on Helpwriting.net ...
It featured distinctive, elegant packaging, prominent positions in grocery aisles and the same
premium quality as that sold in its stores.
Starbucks is also partnering with Dreyer's for branded ice cream, and Pepsi to distribute bottled
Frappuccino.
Starbucks become the coffee supplier to 20 million passengers who fly United Airlines each year
and mail–order sales division accounted for roughly 2 percent of total revenue.
iv. Seattle Coffee Company Acquisition
Starbucks acquisition of Seattle Coffee Company in the forth quarter of fiscal 2003 and increased
warehouse club revenue due to growth in existing account. The increase was primarily attributable
to the growth of the food service business as a results of the acquisition of Seattle Coffee Company
and the growth in new and existing Starbucks food service accounts.

To conclude Green Mountain's SWOT analysis, its resource strengths are limited, and the company
is a so much smaller compared to the rest of the major coffee marketers, like Starbucks. However, it
is carving out a market niche for itself and has done a commendable job of securing wholesale
accounts.
2. QUESTION TWO
In your analysis of the organization's strengths, be sure to identify the firm's Core Competencies
using the Value Chain.
M.Porter's value chain is as follows :
Source : UK Education, Accounting For Strategic Management
According to

Green Mountain Coffee Roasters By David Einhorn
Executive Summary
Green Mountain Coffee Roasters (GMCR), a Vermont–based coffee roaster and distributor has been
under fire publicly by David Einhorn, founder and fund manager of New York hedge fund company
Greenlight Capital. Mr. Einhorn has suggested that Green Mountain Coffee Roasters is over–valued
based on their unscrupulous accounting and reporting principles. Despite impending expiring
patents, Mr. Einhorn has identified that GMRC is in violation of US GAAP standards.
Overstatement of inventory, overstatement of income, inaccurate inventory costs and failure to
reverse accruals to the customer incentive program has been alleged against GMRC, thus inflating
GMRC's overall value. As a result of Mr. Einhorn's whistleblowing, GMRC's stock price has fallen
including lost market value. In my opinion, Mr. Einhorn was correct in his allegations against
GMRC. To gain consumer and market confidence, GMRC must follow GAAP standards, and ensure
preventive mechanisms are in place in order to ensure public mistrust is mitigated that is inclusive to
ethical, transparent reporting.
BACKGROUND OF THE COMPANY
Green Mountain Coffee Roasters is located in Vermont, United States of America. The company is
well renowned for its leading specialty coffee as well as its exceptional customer care services. The
company has expanded its business through its subsidiaries all over the country in order to grab a
huge market share as well as in order to increase the size of their customer

Keurig Case Analysis
Strategic Issue: Throughout the case, it becomes clear that competition may be hindering your
product from leading the market. A limited amount of compact company resources and the constant
technological advancements may prevent the company from performing to the best of its
capabilities. In order to address this issue, we recommend that you investigate our recommendations
to increase market share by implementing the strategies that will be discussed in this memorandum.
Strategic Analysis:
Strengths: When it comes to the market for single–serve coffee products, Keurig holds strong
recognition. Keurig has many popular branding partners such as: Green Mountain Coffee, Bigelow
Tea Company and Caribou Coffee. Other strengths unique to Keurig are the intellectual property and
intangible resources that you possess. Keurig's patents on the machines and their use hold great
value. The widely available nature of Keurig allows for its distribution throughout multiple
channels. These products have gained recognition in supermarkets, restaurants, convenience stores,
offices, and hotels.
Weaknesses: Keurig's relatively low expenditures on advertising result in a low global recognition.
Green Mountain Coffee Roaster's inability to predict the K–Cup demand and warranty issues also
should be considered as weaknesses. With the change in technology, consumers are always
expecting more and Keurig has to keep up with new demands as well as product innovation.
Opportunities:

Annual Report Analysis: Who Are The Firm's Auditors?
ACCT304
1. Who are the firm's auditors? Do they provide a clean opinion on the financial statements?
On page 53 of the Green Mountain Coffee Roasters, Inc 10–K Annual Report, they state that
PricewaterhouseCoopers LLP, an independent registered public accounting firm, has audited the
effectiveness of the Company's internal control over financial reporting. They provide a clean
opinion on the financial statements. On page F–2, the auditor had written a note stating, "In our
opinion, the accompanying consolidated financial statements present fairly, in all material respects,
the financial position of Green Mountain Coffee Roasters, Inc. and its subsidiaries at September 24,
2011 and September 25, 2010, and the results of the ... Show more content on Helpwriting.net ...
If it does, describe the event that caused the item. Hint: there should be a related footnote.
On page F–4, the Consolidated Statements of Operations, there was a Patents Litigation Settlement
on the 2009 Annual Report. On October 23, 2008 (pg. F–46), "Keurig entered into a Settlement and
License Agreement providing for a complete settlement of Keurig's previously filed lawsuit against
Kraft."
On the 2011 Annual Report, there was a loss on foreign currency and also Net income attributable to
noncontrolling interests.
9. Describe the trend in net income over the years presented.
On page 2 of the Green Mountain Coffee Roasters, Inc 10–K Annual Report there is a bar graph
depicting the trend in Net Income over the past 5 years. Between 2010 and 2011, there was a major
jump in the net income (in thousands) from $79,506 in 2010 to $199,501 in 2011, which is a 151%
growth. Between 2009 and 2010, there was a 46% growth, with the 2009 net income at $54,439.
10. Does the company have other comprehensive income? If yes, what is the nature of the
transaction(s)?
On page F–5, the Consolidated Statements of Comprehensive Income, they have a total
comprehensive income of $186,556 on September 24, 2011. This number came from both a foreign
currency translation adjustment and derivatives designated as cash flow hedges.
11. Does the company use the indirect or direct method of the cash flow statement?

Green

Green Mountain Coffee Case Study Essay
Success Begins with Three Conscientious capitalism underscores the importance of aligning
stakeholders': employees, customers, shareholders, suppliers, community, and the environment,
interests into the company's decisions by refocusing on purpose instead of profit, which incidentally
results in a successful bottom line (Sacks, 2009). The operating philosophy of conscientious
capitalism incorporates three assumptions: interconnectedness, holistic wealth, and traversing time
through multiple generations. Green Mountain Coffee Roasters (GMCR) has integrated this ethical
continuum into their operational strategy, which has led to their current success.
Interconnectedness
GMCR embodies interconnectedness through their annual summit ... Show more content on
Helpwriting.net ...
Another example of VBM is GMCR's utilization of Fair Trade initiatives and family farming
contracts that employ direct buying agreements granting farmers fair prices for their crops. By
employing these types of social standards as a tradeoff for long–term sustainability, GMCR makes
all stakeholders feel valued, which in turn increases their passion for productivity and subsequently
GMCR's bottom line.
Traversing time through multiple generations
With a global focus on agricultural replenishment and perpetuity, the common emphasis for
businesses in this industry has been extending the vivaciousness of crops across multiple
generations. Given that 30 coffee trees are required to provide one, three time per day coffee drinker
with enough coffee and combined with the fact that the trees have to remain viable for at least 10
years to yield a financially profitable crop, GMCR's commitment to organic food processes
promotes to the concept of multiple generations of time, allowing farmers to pass their crops
through generations (Neville, 2008). By trading a traditional business paradigm for one centered on
an all–inclusive value–based continuum that encompasses interconnected systems of farmers,
stakeholders, land, and visible and invisible time,

Essay on Green Mountain Coffee Roasters
Running Head: FUTURE OF GREEN MOUNTAIN COFFEE
Future of Green Mountain Coffee
Aaron Copeland, Richard Thompson, Katie Ensign, Sara Bullock
Central Washington University
Future of Brewing When a small sign was hung on a little cafe in Waitsfield, Vermont in 1981,
nobody would have imagined that Green Mountain Coffee Roasters [GMCR] would become one of
the world's leading specialty coffee makers. Through hard work, "Demand quickly grew beyond the
walls of the café," and many other local companies requested GMCR coffee to offer their customers
(GMCR, Company Overview, 2009, p. 1). Today, GMCR "is recognized as a leader in the specialty
coffee industry for its award–winning coffees, innovative brewing technology and socially ... Show
more content on Helpwriting.net ...
By vertically integrating, GMCR will be able to reduce costs and move closer to the "more for less"
category of the Possible Value Propositions matrix. Despite this higher price, "over 90% [of buyers]
give positive satisfaction ratings for their Keurig Brewer" (GMCR, Annual Report, 2009, p.10). This
rating of consumer satisfaction shows that GMCR's focus on convenience and consistency in their
marketing is very effective. GMCR has achieved this success by initially marketing its Keurig office
brewers to business and hotel targets. Since then, GMCR has created at home and travel Keurig
brewers at lower prices along with a new vending program that allows them to target commercial
and manufacturing environments (GMCR, Annual Report, 2009). With its transition into the growth
stage, GMCR has promoted its products primarily by expanding into new retail stores such as
Walmart, Target, Macy's, and Bed Bath & Beyond; holding massive sampling events; and expanding
its television advertising to include QVC, ABC, CBS, NBC, and the Food Network (GMCR, Annual
Report, 2009). This intensive distribution will provide GMCR with the ability to reach new
segments while supplying the huge demand accompanying the growth stage. The past,

Keurig Green Mountain Essay
Keurig Green Mountain
Christian Derderian
Nick Fazzolari
Miguel Jimenez
Anastasia Zavgorodni
Table of Contents
I. Introduction
II. Industry Economic and Value Chain Analysis
A. Company Competitors
B. Value Chain Analysis
C. Firm's Market Share
D. Industry–wide Technological Developments
E. Economic Analysis
F. Firm's Business Strategy
III. Financial Analysis of the Firm
A. Assess Short–term Liquidity
B. Critique of Capital Structure and Long–term Solvency Issues
C. Firm's Asset Utilization
D. Firm's Operating Performance
E. Meaningful Ratios
IV. Executive Summary
A. Summary Interpretation
B. Z–Score
C. Conclusion
V. Appendix
A. Financial Statements
B. Common Size Statements
I. ... Show more content on Helpwriting.net ...
Although the company is known for their coffee, they also drive a great portion of their revenue
from baked good sales, which differs greatly from the Keurig Green Mountain strategy. Dunkin does
compete against Dunkin intensely in the New England market, as both companies were founded and
based in the area.

B. Value Chain Analysis The Keurig Green Mountain Inc. value chain has seven main steps.
Step 1. Cultivation
Farm management techniques can affect coffee cultivation. Water irrigation isn't used often in the
coffee cultivation because much of the water needed for coffee growing comes from rainfall. Step 2.
Packaging & Shipping After coffee is harvested, it must be dried, packaged in sacks, and
transported. During this stage, energy is sued for drying, storing, and mechanically hulling the
coffee beans. This stage of the value chain also includes transportation of green coffee beans to
facilities. Step 3. Processing Once green coffee beans arrive at facilities, they are roasted and
grinded for packaging. There is an established infrastructure to track the energy use of the roasting
operations in a new way, providing data that is more useful for managing energy efficiency. Step 4.
Packaging After the coffee is roasted it is packaged. This stage of the value chain includes the
physical packaging of the roasted coffee as well as the upstream material requirements for the
packaging itself. Step 5. Distribution After packaging, coffee is

Tully's Marketing Plan
Tully's Marketing Plan
Brand Vision
The vision of Tully's is to have the best tasting coffee at the best value. Tully's is truly a company
that gives back to its customers and communities within the regions they have stores. They have
handcrafted their coffee from day one of the brand and will continue to do until the doors close.
They make no apologies for longer wait times because perfect coffee is on the end of each wait.
Brand Definition
The Tully's Brand definition is to provide the world's ultimate coffee experience with the highest
quality products and service. They are all about quality not quantity. They want this vision each time
you hear or see the name Tully's. Each step of roasting harvesting, creating drinks to ... Show more
content on Helpwriting.net ...
They are taking this brand outside of the US and are keeping current Tully's from closing. They love
their employees and their customers and want to do the right thing by them not just what puts money
in their pockets. This brand will always be a part of Seattle history and I think the owners will be
able to tell its story to their grandchildren about how they saved a "bad cup of Joe". Tully's is truly
on its way up and out of the dark cloud of it's past.
Tully's company overall has a great relationship within its four walls. Each department has a
relationship with the next because often there are many people that wear many different hats,
meaning they work in multiple offices. This is done on purpose so that each department talks to each
other. So for the marketing department and sale department this is no different. Within these two
departments they work closely together on creating relationships with customers here in the U.S.
and overseas. Part of the Tully's brand is that they help aid communities that they operate in and this
is part of their missions and vision so this turns into a sale pitch to the public. They use community
aid to sales their product just as much as they love doing the work that shows their care of the world
around them. Working together in this visions helps each department individually and together build
a strong brand name. The sales team in turn supports marketing in that the vision of

Green Mountain Coffee Roasters (GMCR)
BACKGROUND/HISTORY Green Mountain Coffee Roasters (GMCR) started as a small café in
Waitsfield, Vermont in the year of 1981. It was in 1993 that the company went public and acquired
the early phase of Keurig Incorporated Inc, and then completed the acquisition in 2006. (Unknown.(
2004). Gmcr.Retrieved from http://www.gmcr.com/about–GMCR.html) Once these two companies
combined it made the way we drink beverages different than ever before in both the home and
office. According to GMCR's website "Today, GMCR is recognized as a leader in specialty coffee
and coffee makers, and acknowledged for its award–winning coffees, innovative brewing
technology, and environmentally and socially responsible business practices." ((Unknown.( 2004).
... Show more content on Helpwriting.net ...
Strength
STRATEGY USED GMCR is using a differentiation strategy by offering a different way for the
consumer to enjoy specialized coffees, teas, hot chocolate, and other hot beverages in their own
homes, workplaces, and hotels at an overall lower cost than coffee houses. They are able to do this
by taking the lead in the market due to their strengths in product development, licensing agreements
with partners, and on–going successful acquisitions. GMCR growth through their acquisition
strategy and their licensing agreements have been the biggest contributors to their growth. In 1998
when Keurig launched its first single– cup brewer for the office environment GMCR was there to
partner with. (Dess,G, Lumpkin, G. & Eisner, A.(2012). Strategic Management (6e). Boston:
McGraw–Hill Irwin.) From that point on it just continued whether it be the agreement with
Starbucks in 2011 or the agreement with Dunkin Donuts in that same year to sell K–cup's with both
Starbucks and Dunkin Donuts coffee they continue to thrive in the market. If we look at Porter's
generic strategies that our text talks of we can identify the following.
Differentiation – The product and service that GMCR brings to the market is the best value for price
and quality.
Focus strategy – The acquisitions and licensing agreements that GMCR has been able to focus on
continues to

Essay about Strategic Plan Part 2: Swot Analysis
Strategic Plan Part 2: SWOT Analysis
The purpose of this synopsis is to analyze the forces and trends that Green Mountain Coffee Rosters
faces relevant to its competitive position. The synopsis will explore external forces such as
economic, social, legal and regulatory. The paper will also weigh internal forces such as resources,
goals, and intellectual property, as it relates to Green Mountain Coffee Rosters. I will describe how
the company adapts to changes; identify the major issues and opportunities that this company faces
with in this synopsis. External Forces and Trends
Legal and Regulatory– These forces impact Green Mountain Coffee Rosters daily. In my opinion the
one legal or regulatory ... Show more content on Helpwriting.net ...
Competitive Analysis– Since 1981 GMRC has built formidable organization from its humble
beginnings as a small café in Waitsfield, Vermont. Its positioning strategy thus far has been brilliant,
differentiating its brand from other brands in the market. Green Mountain Coffee Rosters used a
method of delivering value, strategic relationships and customer segments to wrestle away market
from Nestle and other hot beverage manufactures. Internal Forces and Trends
Strategy– It appears that GMCR is consistently strategizing. Even with the inevitable expiration of
K–Cup pack patent in September 2012. The company is positioning competitively GMCR is
attempting to increase its brand's awareness by partnering with other coffee manufacturers, such as
Folgers by supplying K–Cup packs for competitors, GMCR increase awareness of Keurig products
with this strategy. Another tactic GMCR is using to combat the expiration of K–Cup pack patent is
technology (Green Mountain Coffee Roasters INC., 2012). The organization recently machine
introduced to the market a mid–high end brewer that provides many more options than regular
Keurig machines. Consumer can control the strength of their drink, the temperature at which it is
brewed, the amount brewed, and brew many other drinks including café beverages (Green Mountain
Coffee Roasters INC., 2012). This is an opportunity for GMCR to tap

Benefits Of A Virtual Technology Essay
Case Summary: When thinking about the top three points in the Kimberly –Clack case indicates the
way customer's shop in–store opposed to virtually. The case demonstrates that there several
adjustments that need to be completed with Virtual Technology. These changes to this form of
technology present an integrating end to the traditional method for shopping in the business sector.
In implementing these strategies/changes will permit "quicker feedback, more economical and
adequate training along with other forms of evaluation (O'Brien and Marakas, 2009)." One of the
benefits of virtual technology is this strategic form of technology embarks upon the value of service
rendered to companies similar to Kimberly–Clark presents to sellers within the company.
Implementing formative strategies such as these aids in the way buyers plan to shop. It equips the
customer with the ability to virtually compare product in more or a visual aspect even including a
new product that hit the market. Shoppers will have the flexibility to reflect upon the data retrieved
from the virtual technology to support the companies the product and the developmental stages.
These methods will promote that shopping with the opportunity to explore product goods/services
through a system that reconstructs the way we shop aisle by aisle. This technique is more engaging
for the customer to actively participate in selecting items before making their virtual purchase
opposed to being put on the spot when shopping

Gmcr Analysis and Audit Plan
Running head: GMCR
GMCR: Green Mountain Coffee Roasters
Analysis and Audit Plan
Student 1
Student 2
Student 3
Student 4
University of Some State
Abstract
Green Mountain Coffee Roasters has become a force to reckon with in the specialty coffee industry,
with incredible growth in the last ten years, due in large part to its commitment to customers,
employees, and social responsibility. This paper will concentrate on the financial records reviewed
and will analyze (a) GMCR's annual report and 10–K; (b) industry information, including key
economic factors, life cycle, evaluation of factors for success, key business risks, accounting
considerations, legal and regulatory concerns, and social concerns; (c) the company's financial ...
Show more content on Helpwriting.net ...
(Form 10–K, 2009).
Industry Information Key economic factors Coffee consumption in the US and Europe equals
approximately one–third of the tap water consumed annually, with annual production of
approximately seven million tons estimated in 2010 (http://www.coffeefacts.com). Worldwide,
nearly 25 million small producers derive their income from coffee; the economies of Africa,
Indonesia, and South and Central America are especially dependent on coffee production. The
majority of this production takes place in Brazil, where approximately five million people are
involved in the cultivation and harvest of over 5 billion coffee plants without the aid of modern
machinery. (Rice, 2003, p. 228). By 2003, the number of retail specialty coffee shops, cafes, kiosks,
coffee carts, and roasters in the United States reached over 17,000, equating to nearly $9 billion in
sales. According to the Specialty Coffee Association of America, 16 percent of adults in the United
States drink coffee from one of these specialty outlets daily. ("Organo Gold", 2008). The price of
coffee is impacted by several factors. Meteorological events can affect the quality of a harvest or
even wipe out entire plantations. The political and economic stability of the coffee–growing regions
can have a profound effect on availability, and subsequently price per pound. Coffee is traded on the
commodities exchanges

Mystic Monk Coffee By David Turnipseed
Mystic Monk Coffee
David L. Turnipseed
University of South Alabama
As Father Daniel Mary, the Prior of the Carmelite Order of monks in Clark, Wyoming, walked to
chapel to preside over Mass, he noticed the sun glistening across the four–inch snowfall from the
previous evening. Snow in June was not unheard of in Wyoming, but the late 2009 snowfall and the
bright glow of the rising sun made him cons ider the opposing forces accompanying change and
how he might best prepare his monastery to achieve his vision of creating a new Mount Carmel in
the Rocky Mountains. His vision of transforming the small brotherhood of 13 monks living in a
small home used as makeshift rectory
– into a 500–acre monastery that would include accommodations for ... Show more content on
Helpwriting.net ...
2. The Daily Activities of a Carmelite Monk
Each day began at 4:10 a.m. for the Carmelite monks when they arose and went to chapel for
worship wearing traditional brown habits and hand–made sandals. At about 6:00, the monks rested
and contemplated in silence for one hour before Father Prior began morning Mass. After Mass, the
monks went about their manual labors. In performing their labors, each brother had a special set of
skills that enabled the monastery to independently maintain its operations. Brother Joseph Marie
was an excellent mechanic, Brother Paul was a carpenter, Brother Peter Joseph (Brother Cook)
worked in the kitchen, and 5–foot 4–inch Brother Simon Mary (Little Monk) was the secretary to
Father Daniel
Mary. Brother Elias, affectionately known as Brother Java, was Mystic Monk Coffee's master
roaster, although he was not a coffee drinker.
The daily work performed by each monk took up to six hours per day; however, the monks' primary
focus was on prayer, with eight hours of each day spent in prayer. At 11:40, the monks stopped work
and went to Chapel. Afterward they had lunch, cleaned the dishes, and went back to work. At 3:00
p.m., the hour that Jesus was believed to have died on the cross, work stopped again for prayer and
worship. The

Keurig Green Mountain : A Personal Beverage System Company
About Keurig Green Mountain
Keurig Green Mountain is a personal beverage system company that prides itself in the way they
have redesigned the art of enjoying beverages at home and in the office. From their founding in
1981, Keurig Green Mountain (formerly Green Mountain Coffee Roasters) has always been a
company focused on environmentally conscious and sustainable business practices. Since their
inception, Keurig has grown to include over 80 brands and continues to add to their collection of
more than 575 drink varieties. The Keurig has committed to providing their customers and suppliers
with sustainable products and supply chains. They also give back to all of the world by engaging
communities and their commitment to water stewardship programs (Keurig Green Mountain).
Suppliers
According to Stevenson, supply chain management is the strategic coordination of business
functions within a business organization and throughout its supply chain for the purpose of
integrating supply and demand management. Supply chains are sometimes referred to as value
chains and have two components for each organization: supply and demand. Suppliers, producers
and final customers are connected through the supply chain. Global supply chains have additional
complexities that may not exist in domestic supply markets. Language and cultural differences, and
increased need for trust and cooperation among the supply market are among some of these
complexities. There are also risks that exist among

Starbucks Marketing Plan
Marketing Plan for Starbucks
Submitted by:
Submitted to:
Table of Contents
Executive Summary.............................................................................
Situational Analysis............................................................................. Cooperative
Environment............................................................. Competitive
Environment............................................................. Economic
Environment................................................................. Social
Environment..................................................................... Political Environment/Legal
Environment...........................................
Marketing Planning.............................................................................. Marketing
Objectives.................................................................... Target
Markets........................................................................... Marketing
Mix...........................................................................
Product.........................................................................
Promotion......................................................................
Distribution..................................................................... ... Show more content on Helpwriting.net ...
Suppliers would be another example of someone who would have a primary interest in a firm
accomplishing its objectives. Starbucks currently uses a supplier diversity program by actively
seeking diverse owned businesses to buy from ("Supplier Diversity," 2014). All businesses in the
United States or Canada, who are certified as "diverse" by a third–party company are eligible to
apply for this program ("Supplier Diversity," 2014). This method gives Starbucks an excellent
opportunity to have suppliers come to them rather than having to go search for suppliers themselves.
They can then look at the options from the applicants and choose a supplier with the best price and
quality while also giving back to minority–owned businesses. Overall, this is an excellent program
that Starbucks should continue to use their K–cup suppliers.
Competitive Environment There are many competitors in the coffee industry today that also offer
products for Keurig coffee machines in local grocery stores. Starbucks states, "Our primary
competitors for coffee beverage sales are quick–service restaurants and specialty coffee shops"
(Starbucks, 2014). Dunkin' Donuts is one of the biggest coffee chain competitors that also use K–
cups to branch out to more consumers. According to Dunkin' Donuts' annual financial statements for
2013, Dunkin' Donuts has added over 790 stores worldwide, and their annual revenue has increased
by 8.5 percent (Dunkin Brands, 2014). Some of their highlights

Case Study Of Keurig Green Mountain
Keurig Green Mountain, previously owned by Keurig, Inc., was introduced in 1998. Beginning as a
vision in the 70's, the goal of the company was to solve a typical office problem; a full pot of coffee
sitting, growing bitter, dense, and stale. The vision was a single cup coffee brewer. In 1992, a
business plan was formed and partnerships were made. John Sylvan, the man with the plan, called in
Peter Dragone, a former college roommate and director of finance at Chiquita, and Keurig was
founded. But the vision and the plan were not enough. They needed funding. In order to quit making
their coffee pods by hand and make their single coffee brewers more reliable, they sought the help
Dick Sweeny to automate the manufacturing process while

Green Mountain Coffee Case Study Essay
Marketing Analysis for Green Mountain Coffee Roasters, Inc.,
Single–cup coffee brewer market
Table of Contents
Green Mountain Coffee Roasters 3
Competitor Analysis 5
Market Analysis 10
Environmental Analysis 14
Recommendations 16
References 17
Green Mountain Coffee Roasters Green Mountain Coffee Roasters opened as a cafe in 1981 in
Vermont. They roasted their own coffee and before long, demand grew and local restaurants and
inns began to order their premium roasted coffee as well. Today the Company has extensive
wholesale, direct mail and e–commerce operations. Green Mountain Coffee now has a distribution
facility and two production sites in ... Show more content on Helpwriting.net ...
It is compatible with Keurig's K–cups and is less expensive to the consumer. The main competitors
in the mainstream single–cup coffee system market in the United States are Keurig, Tassimo, and
Senseo. The less competitive players in the market are Mr. Coffee and Nescafe, while Nestlé's
Nespresso is currently the only serious contender in the high–end market in the United States.
GMCR invests significant resources and capital in engineering and research and development in
order to keep Keurig's position as the leader in the single–cup brewing market. As a result, they have
a strong and growing portfolio of market–leading, proprietary technology. Keurig's integrated
engineering team drives fast and original product development in brewers, portion packs, and high–
speed packaging lines; all three areas that supported Keurig's single–cup system. The engineering
team at Keurig includes mechanical, software, and nutritional science, as well as quality assurance
and industrial engineering. The company's emphasis on quality products, easy–to–use features, and
innovative technologies has earned Keurig high marks in customer satisfaction. GMCR started
distribution of the new single–cup Keurig premium coffee system to office coffee service and food
service providers in 1998. Keurig's strategy to gain market share in the office market is to sell

machines to distributors and encourage them to give the machines away or lease them for a small
fee.

Starbucks and Leadership Traits Essay
One statement made by Starbucks on the structure of leadership is "through our unwavering
commitment to excellence and our guiding principles, we bring the unique Starbucks Experience to
life for every customer through every cup" (Starbucks, 2013).). Starbucks has been a leader in the
beverage industry since the 1980's; yes Starbucks opened before that but did not start to control the
industry until the 80's. Leadership has always been a point of emphasis within the company not only
with its internal family but with the community as well. Many leadership traits can be attributed to
Starbucks success but as one analyst points out Servant leadership really stands out. From general
managers all the way down to its baristas Starbucks takes ... Show more content on Helpwriting.net
...
Starbucks has always attempted to give back to the community as much as it possibly can.
Green Mountain Coffee Roaster one of the many competitors of Starbucks has taken a completely
different approach to its leadership. A different form of leadership does not mean that GMCR will be
any less successful. GMCR does not deal with the consumer face to face but to retailers. We
Innovate with Passion – With courage and curiosity, we are shaping the future by redefining the
consumer experience (Green Mountain Coffee Roasters, 2013). Some of the key duties for Green
Mountain Coffee Roasters managers include communication of the Business Unit vision, mission,
values, operating principles and annual objectives to all associates. Other duties include
management and coaching of manufacturing team coaches and team leaders, Star Point Leaders,
technicians, and 75+ hourly production associates (Green Mountain Coffee Roasters, 2013).
Managers at GMCR operate with more an autocratic style. Even though the leadership styles at
Starbucks and GMCR are completely different they both work for their individual companies.
Starbucks is a unique organization with a unique structure (Gallos, 2012), "Starbucks is an amazing
success story. In the 1990's, it was opening a new store almost every day and is now the world's
largest coffeehouse company with more than 18,800 stores in 55 countries and more than 10 billion
U.S. dollars in annual revenues " (1). Our company

Supply Chain Management
STARBUCKS & IT SUPPLY CHAIN MANAGEMENT This is a case that illustrates several facets
at once: Globalization & Rapid Expansion, Supply Chain Management, ERP Implementation, and
IT Infrastructure. This case takes place in 1997. Introduction You have to admire the enthusiasm of
Starbucks employees. Store managers have been known to stuff sacks of coffee beans into their cars
and race over to help out other stores running low. Exceptional customer service, but certainly no
way to run a business – especially one that 's growing as quickly as Starbucks that is trying to make
inroads around the globe. "With over 2,000 stores, you can 't have 2,000 people running with coffee
in their trunks," says Tim Duffy, director of supply chain systems ... Show more content on
Helpwriting.net ...
TBD TBD TBD TBD TBD = To be determined Point & Counterpoint Product Function Forecasting
Supply chain planning Finite Capacity Scheduling Production Activity Control Order Processing
Data Warehouse for sales and operations Transportation Planning Purchasing Warehousing /
Distribution SkuPlan Materials planning, deployment, Distribution planning, Manufacturing
planning Schedule X GEMMS System ESS TBD TBD TBD TBD Although the project is taking
longer than anticipated, Duffy hammers home the point that "we deliver something every 6 to 9
months. We have an overall vision that has been sliced into phases". Duffy implies that ERP
implementations are late and often deliver less than promised. For a fast growing company, even
putting a single ERP system in place in three years would have been a pretty average time," says
John Bermudez, IT Supply Chain consultant. Ann Grackin, a high ranking supply chain IT
consultant, somewhat agrees. She notes that most users typically take a hybrid approach, purchasing
an ERP system as a vine, and then hanging specific supply chain software onto it. Companies
pursuing best–of–breed projects face the migraine–inducing process of juggling new versions of
each of their applications. It can be a political nightmare because certain departments may need a
new version of an application, while those that don 't could resent having to go through the upgrade
process, says Grackin. Duffy concedes that "the challenge is managing

Keurig Green Mountain And Its Operations
After reviewing the financial and performance information related to Keurig Green Mountain and its
operations, I would recommend holding the Keurig Green Mountain stock. Keurig has a high degree
of leverage and has the ability to take on more debt to finance its expansion of operations. As Keurig
Green Mountain navigates managing strong sales in current markets and expanding into untapped
markets, it will also have to manage criticism about sustainability and face legal consequences
stemming from product recalls. Balancing the strong growth potential with challenging strategic
issues will help determine Keurig's unpredictable stock price.
Founded in 1981 in Waitsfield, Vermont, Green Mountain Coffee Roasters invested in Keurig, ...
Show more content on Helpwriting.net ...
The lawsuits against Keurig are detrimental for its image and also represent the possibility of lost
earnings from more recalls and future settlements.
In February 2015, Keurig announced a contractual stock repurchase plan. Keurig Green Mountain
reached an agreement to repurchase over 5 million shares of Keurig's common stock from Luigi
Lavazza at a price of $119.18 per share. (The purchase price represents a 3.0% discount off the
closing price of Keurig common stock on February 20, 2015). This repurchase will be financed
through Keurig's cash reserves and existing credit. Stock repurchase programs are often used by
companies as an efficient use of excess cash. Stock buyback programs are often regarded as signal
that shares are undervalued and are expected to rise in the future.
In March of 2015, Keurig acquired DS Services. Through the acquisition of DS Services, Keurig
will now be able to offer a new brand of beverages – Javarama. Keurig's deal with DS Services will
allow Keurig to manufacture Javarama and other gourmet roasts through the exclusive K–Cup
platform. This acquisition shows Keurig's commitment to providing its customers with new,
desirable products. Keurig Green Mountain is a leader in the industry it operates in.
Keurig Green Mountain has experienced steady growth in

Essay On Green Mountain's Dark Magic
Green Mountain's Dark Magic K–Cup is a bit magic and a bit dark and a lot good
There's a beginning, middle and end in most movies and books. The exposition serves to set the
scene, followed by the rising action, climax, falling action and finally, the resolution. If coffee were
a movie, then this extra bold K–Cup picks up right before the climax. The victim: Green Mountain
Coffee's Dark Magic K–Cup is marketed as an extra bold pod that contains more coffee than regular
K–Cups. Is it really "extra bold?" Using a Keurig 2.0 brewing system, I set off to answer this very
question. The machine rumbles to life and an opaque liquid gurgles into the cup. It looks pretty bold.
The aroma quickly finds my olfactory nerve. It's thick and savory. There's nothing sweet about this
fragrance. ... Show more content on Helpwriting.net ...
Yes, it's palatable; yes, it leaves you wanting more but that's its crutch. It's like you begin reading
"The Picture of Dorian Gray" smack in the middle where he's obsessing over a cloth–covered
tapestry. You've little idea of its contents and the details leading up to his obsession over some
painting. Keurig's Dark Magic brew leaves you wanting more.
The Dark Magic K–Cup has nothing on other dark roast brews like Barista Prima Coffeehouse's
Italian Roast, which provides a full–bodied cup of coffee whether you're ready for it or not. In
contrast, Dark Magic is much more palatable than similar brews like Green Mountain's Wicked
Winter blend. The only thing wicked about this pod is the vibrant blue color housing the K–Cup.
The background: Green Mountain Coffee Roasters began as a small, specialty coffee company in
Vermont, in 1981, where they offered an assortment of coffee flavors and tea blends. Their business
excelled and eventually supplied coffee products to many retailers, convenience stores and gas
stations across the U.S. In 1994, GMCR invested in startup–company Keurig and became the first
roasters to offer single–serving pods for the Keurig brewing

Green Mountain Coffee Roasters Ratios
Name:
Course:
Instructor:
Current ratios of Green Mountain Coffee Roasters
Current ratio= Current Assets/current liabilities
Current ratio in 2011= $1131527/471374=2.40
Current ratio in 2010=$495269/238055=2.08
Current ratio in 2009= $417,233/ 106,456=3.9
There was a reduction in the current ratio of Green Mountain Coffee Roasters from 2009 to 2010
from in 3.9 in 2009 2.4 in 2010 and 2.08 in 2010.this shows that the liquidity of the firm is has
dropped and then improved over the three years. The firm can able to pay its short term obligations
as they fall due since the current ratio exceed 1and therefore quite stable.
Working capital
Working capital = Current assets – Current liabilities
Working capital in 2011 = $ 1131527–471374=$660153
Working capital in2010 = $ 495269–238055=$257214 ... Show more content on Helpwriting.net ...
Green Mountain Coffee Roasters is more efficient than other firms in the industry as it has stable
ratios that have an upward trend.
Green Mountain Coffee Roasters is efficient in utilizing its assets to generate sales as shown by the
increase from $0.92 in 2009 to $1.93 in 2010.
I would consider investing in Green Mountain Coffee Roasters. This is because based on the ratio
analysis the firm is not insolvent since it can meet its debts obligations as they fall due. Also the
trend in the financial statements indicate a general increase in the value of assets hence a favorable
investment. Also the working capital has increased over the three years. The current assets have
continued to be more than the current liabilities over the three years. Therefore the increase in
working capital reflects that the firm has improved its ability to pay its current liabilities over the
three years making it an ideal company to invest

Green Mountain Coffee Roasters Valuation Essay
TABLE OF CONTENTS
Executive summary
Company overview
Business units Specialty coffee Keurig system Canadian Business Unit
Business Model Supply Chain Social Responsibility
Industry Environment
GMCR's Competitive Advantage Quality, Convenience, and Choice
GMCR's Growth Prospects National Sanitation Foundation (NSF) Approval Starbucks/Tazo Tea
Strategic Partnership Snapple Partnership
SWOT Analysis Strengths Beverage Choice Options Sustainability Image Keurig Business Unit
Weaknesses Single Supplier for Keurig Machines Single Order Processing Partnership SEC
Investigation Opportunities Collaborations International Expansion Entry into Functional Drinks
Market in the US Threats ... Show more content on Helpwriting.net ...
Specialty Coffee Business Unit (SCBU)
The SCBU is focuses on producing, sourcing and selling coffee, hot cocoa, teas, and other beverages
through a variety of super markets, convenience stores, restaurants, and also directly to consumers.
It also produces coffees, teas, and other beverages to be single serve cups in the form of K–cups of
Vue packs to go along with the sales of the Keurig Single Cup Brewing system. The SCBU
increased sales for fiscal year 2012 by $586.7million, 61% of total sales, $1,550.4million.
Keurig Business Unit (KBU)
The KBU focuses primarily on selling and marketing its patented single cup brewing systems for at
home and away from home use and its accessories in the United States. KBU sells single cup
servings of coffees, teas, cocoa, and other beverages for the Keurig Brewing System. The KBU
focuses on households as well as offices and office distributers, and consumer grocery stores. It
recognizes royalty income when any third party ships any of these products. The KBU recorded at
increase by $494.6 million to a total of $1,683.3 million. A percentage raise of 42%.
Canadian Business Unit (CBU)
The CBU focuses on the production and selling of coffees, teas, and other beverages in a wide
variety of packaging forms to Canada. It primarily sells to supermarkets, club stores such as Costco,
offices, and restaurants. It only recently started

A Case Study- of Green Mountain Inc. Essay
I. Problems
A. Decreasing Sales
Over the past several years, Green Mountain's sales growth has decreased. In 1998, net revenues
totaled at 55.8 million dollars. There was an increase in sales over the following years. In 2002,
revenue increased by a mere 4.6%.There are several flaws and problems in the company that may
decrease revenue sales.
B. Competition
There are six major competitors: Gevalia, Illy Café, Millstone, Peet's Coffee and Tea, Seattle's
Best and Starbucks. Starbucks seems to have a strong share in the available market. Starbucks is
highly aggressive in the retail market and will have an enormous impact on future sales and profit of
Green Mountain Coffee. Starbucks is already the leading retailer, ... Show more content on
Helpwriting.net ...
These substitutes are decreasing our potential market share.
There is also a trend towards whole bean specialty coffee. During the 1990's, the ground coffee
industry was stagnant; slowly declining sales. On the other hand, the whole bean market has grown
by 8% annually since 1990. A survey suggests that 36% of coffee drinkers purchased whole bean
coffee because they believed that roasting at home would give a fresher, better taste.
Another factor decreasing our market share is the international market. Although we are increasing
in every market domestically, our international market has greatly decreased by 26.6% during 2001
to 2002. Our decrease is equal to a full–year percentage of sales of 2001– 2002 in Southern New
England. (MA, CT, RI).
Green Mountain also faces several problems because it is simply a wholesaler. Starbucks coffee is a
familiar name to customers with a reputation, which precedes its name. Green Mountain simply
does not because of our limitations of being a wholesaler. Green Mountain made a decision to close
all their locations because of flat sales and a lease problem. The retail locations are important
because they are a vehicle for consumers to sample Green Mountain coffee. Starbucks' retail
locations help customers familiarize with its products.

III. Recommendations
The only way sure way to increase our sales is to increase our client base. We currently provide
coffee to

Case Study: Keurig Green Mountain
Keurig Green Mountain (GMCR), the maker of quick–serve coffee machines and those ubiquitous
coffee pods, plans to cut its workforce by 5% after reporting a massive sales slump in the third
quarter, the company said Thursday.
Keurig shares fell nearly 28% in morning trading on the news.
The company said the job cuts are part of a "multi–year productivity program" that will save $300
million over the next three years. The news comes as Keurig says it struggled to sell its coffee
machines and pods in the thirteen weeks ended June 27.
Sales of brewers and accessories fell 26% compared to the same period a year ago, in part due to
high levels of inventory in retail stores and promotions to sell off inventory at lower prices, the
company said.

Case Study Report :: Green Mountain Coffee & Keurig Coffee...
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 ... Show more content on Helpwriting.net ...
They have focused on building brand recognition and profitability by growing the business gaining
assets to grow the company and products for greater customer satisfaction (About GMCR, 2004–
2009). GMCR's strategy to incorporate current large brands, such as Tully's, Diedrich, and Keurig
has helped to expand their customer base and satisfaction as well as the markets for their products
(Phillips, 2011). Their focus on increasing their market shares in other companies will facilitate their
expansion into new geographical markets and promote the brand. GMCR's partnership with Keurig
creates a larger consumer choice and the addition of agreements to create portion packs for the
Keurig with companies such as Starbucks, Dunkin Donuts, and Newman's Own helps set them apart
from the competition (Invest in the Markets, 2011).
GMCR sells their large variety of specialty coffee, coffee makers, cocoa, teas, and other beverages
through supermarkets, several stores, restaurants, hotels, and to distributors in North America
although it is most popular in the Northeast US (Yahoo Finance, 2012). They use their variety in
products

Green Mountain Coffee Roaster, Inc Export Project Essay
Green Mountain Coffee roaster, Inc | Export Project | | |
BUS 580
|
Student name: Dongjie Zhang
Catalog
Chapter 1. The analysis of necessity and feasibility – 2 –
1.1 Background & product – 2 –
1.2 Necessity – 2 –
1.3 Feasibility – 3 –
Chapter 2. Why chose China? – 5 –
2.1 Legal system & government position – 5 –
2.2 Banking system – 6 –
2.3 Trade environment – 7 –
Chapter 3. Business plan – 8 –
3.1 Location – 8 –
3.2 Mode of entry – 8 –
3.3 Strategic alliances – 8 –
Chapter 4. SWOT analysis – 9 –
4.1 Superiority – 9 –
4.2 Weakness – 9 –
4.3 Opportunities – 10 –
4.4 Threats – 11 –
References – 12 –
Chapter 1. The analysis of necessity and feasibility 1.1 Background & ... Show more content on
Helpwriting.net ...
Third reason is the developmental speed of China coffee market. Chinese marketplace is a low risk
marketplace. Meanwhile, Chinese coffee market is growing at a speed of 30% per year, so the
capacity of this market is very large. Coffee entered in China at 100 year ago, there was no cultural
conflict between coffee and native drink. Coffee as an impact of a foreign culture and an elegant life

style will become more and more popular in high–income people and young people. Using the data
except from 2011–2015 status and development trend of China's coffee market research report,
China's current annual per capita consumption of coffee is only 3 cups, comparing with the figure in
the United States and other developed countries is hundreds of cups. The instant coffee occupies
more than 70 percent in the whole coffee market. Nestle coffee sales amount in china is around 1.3
billion dollars of 2011, and it was stably be the largest share in china coffee market which occupy
almost 50 percent.
Chapter 2. Why chose China?
With almost 1.4 billion people, China has the largest population in the world. In other words, with
the GDP of china exploded fast in last few decades, china retail market is the one of huge market in
the world. I will represent Chinese business environment in this chapter.
2.1 Legal system & government position
China is the largest and most powerful communist government in existence. Unlike common law
jurisdictions such as the United

5-Force Analysis of Keurig Brewing System by Jay Haque
Abstract
Green Mountain Coffee Roaster's Keurig Single Brew system is dominating the U.S. market with an
overwhelming market share. Analysts expect sales of single–cup brewing systems to continue to
grow in the U.S. and competitors are eyeing a piece of the pie. An analysis of Keurig's current
position, based on Michael E. Porters 5–Forces, highlights a number of key areas of opportunity and
risk for the company. Handled correctly, the Keurig product line should continue its growth,
however, a number of significant pitfalls threaten its dominance. Keywords: Green Mountain Coffee
Roasters, Keurig
5–Force Analysis of the Keurig Single Brew Coffee System
Rivalry Consumers considering single–cup brew coffee units are looking for ... Show more content
on Helpwriting.net ...
Power of Suppliers GMCR's warns of the potential impact of the price of coffee on the gross profit
margin. To combat this, GMCR had made a number of purchase commitments to ensure an adequate
supply of coffee (GMCR Annual Report, 2010). The market price for coffee is impacted by
numerous factors including weather, economy, and competition. It is vital that GMCR continue to
take proactive measures to secure against unforeseen spikes in coffee prices. The price of coffee
does not only impact GMCR's ability produce coffee for the Keurig brewer under its namesake but
impacts their partner suppliers as well. GMCR purchases coffee from brokers, farms, estates, and
cooperative groups and essentially diversifies its coffee supply, reducing some supply risk (GMCR
Annual Report, 2010). Suppliers such as Starbucks and Dunkin Donuts are marquee names in the
coffee business. The brands are powerful and offer significant value to the Keurig product line.
GMCR must continue to build similar relationships and retain them for the long term. These strong
brand names not only offer a new target customer they also reaffirm Keurig positioning as premium
product. The bargaining power of these suppliers will vary based on size and brand. GMCR must
determine its power when negotiating future deals with such suppliers, in cases like Starbucks,
GMCR should be willing to give more (accept lower royalty) to continue building the brand.
Power of Buyers Patents protecting the K–Cup

Marketing Strategy For Single Serve Coffee Products,...
Strategic Issue: Throughout the case, it becomes clear that competition may be hindering your
product from leading the market. A limited amount of compact company resources and the constant
technological advancements may prevent the company from performing to the best of its
capabilities. In order to address this issue, we recommend that you investigate our recommendations
to increase market share by implementing the strategies that will be discussed in this memorandum.
Strategic Analysis:
Strengths: When it comes to the market for single–serve coffee products, Keurig holds strong
recognition. Keurig has many popular branding partners such as: Green Mountain Coffee, Bigelow
Tea Company and Caribou Coffee. Other strengths unique to Keurig are the intellectual property and
intangible resources that you possess. Keurig's patents on the machines and their use hold great
value. The widely available nature of Keuring allows for its distribution throughout multiple
channels. These products gain recognition in supermarkets, restaurants, convenience stores, offices,
and hotels.
Weaknesses: Keurig's relatively low expenditures on advertising result in a low global recognition.
Green Mountain Coffee Roaster's inability to predict the K–Cup demand and warranty issues also
should be considered as weaknesses. With the change in technology, consumers are always
expecting more and Keurig has to keep up with new demands as well as product innovation.
Opportunities: Green

Ethical Issues in Marketing
Ethical issues in marketing
The importance of ethics in marketing is growing. Recognition and respect for ethics, covering a
wide range of issues can be used as USP (unique selling point) for a company. Each society will
have it own unwritten code of behavior. However view of matter will change over time. Due to this
societal marketing concept has emerged which requires that marketer adhere to socially responsible
and ethical practices in the marketing of their goods and products. Below is the definition of ethics.
Ethic: A principle of right of good conduct, or a body of such principle.
In the coming pages two companies have been taken into consideration in regards to whether their
behavior is ethical towards their stake holders. ... Show more content on Helpwriting.net ...
These |marketed by both organizations: Cafe Verde and Café Verde Decaf. |
|ingredients are of no benefit to the skin. Infact , they can |The small scale farmers who produce
coffee for GMCR in Mexico and|
|sensitize, irritate, strip the skin and cause breakouts. |Peru are excellent stewards of land, use
organic techniques that |
|Effect on the Environment: The Body Shop continuously irradiates |have been passed from
generation to generation and therefore |
|certain products to try to kill microbes – radiation is generated|produce the best quality coffee. |
|from dangerous non–renewable uranium which cannot be disposed of | |
|safely, therefore the manufacture may involve unacceptable | |
|environmental cost. | |
| | |
| | |
| | |

The Keurig Green Mountain Coffee Company
The Keurig Green Mountain Coffee Company focuses on the consumer and improving their coffee
experience. Keurig has a variety of products including brewing systems and the beverages that are
brewed in these systems. In my argument, I will be focusing mainly on the brewing systems alone.
Keurig Company has recently began expanding their business in international markets. I will be
evaluating Brazil as a possible country for growth. I will then discuss the potential success and
failures of the Keurig product entering the Brazilian market. This will be followed by an argument
on whether Keurig should or should not pursue expanding into Brazil.
Keurig is a subsidiary of Green Mountain Coffee Roasters Company. The Green Mountain Coffee
Roasters Company provides organic, fair trade, gourmet coffee. When adding Keurig to the Green
Mountain Coffee Company it became an industry leader in specialty coffee, coffee makers, teas, and
multiple other beverage types. Supporting this, in 2014, Keurig sold $4.7 billion worth of product,
totaling $596 million in net income. As a company, they emphasize the importance of social
responsibility. They claim that with the use of K–Cups, 85% of the waste from coffee is diverted
from landfills. The company and its employees have volunteered 57 thousand total hours in
community service. (Keurig Green Mountain, 2015) Between products and employees, Keurig is
successfully reflecting their socially responsible image. The Keurig products that I will

Coffee As A Good Quality Coffee Essay
Coffee has been a part of the daily lives of human beings. Whether it is fresh, black, with cream, 3
in 1, or 5 in 1 coffee; people drink it. However, the production of coffee is not simple. First, the
coffee beans are grown and ripe, and then they are harvested. These coffee beans need to be roasted
in order to make a coffee beverage. Roasted coffee beans vary in colour and taste. But no matter the
strength of the coffee taste, coffee will always be part of our lives. There are many processes before
the coffee beans become the coffee that you drink. First, coffee seeds are planted in rich soil in order
to grow a good quality coffee plant. The seed will be taken care of for a long period of time until it
is fully grown and bears fruit. Once the coffee plant bears fruit, the farmers wait until the fruit is ripe
before they start harvesting it. Green coffee beans are then produced. After all the coffee plants have
been ripped of their fruits, the farmers will roast all the coffee beans. After they are all roasted in the
desired level, coffee beans are grinded into coffee powder. Once pulverized, the resulting raw
material will then be packed and is ready to be sold. Roasting coffee is basically to control the
flavour that comes out of the beans. Green unroasted coffee beans are smaller and much heavier
than a roasted coffee bean. Unroasted coffee bean can also last for years when stored properly and
carefully. However, roasted coffee beans are equally needed by people

Advantages Of Coffee Supply Chain
How do you start your morning? 93 per cent of the world will have the same result drinking a cup of
Coffee. These days' people will lose their minds if they don't have caffeine in their system they
would even try different types of coffee such as (cappuccino, espresso, latte...) the customers
demanding for product choice, for quality values have made coffee a popular demand to the public
worldwide. Value and Quality are the reason in which the customer choices an organization's
products in comparison to other competitions. So how does a tree that produces coffee is located
possibly a 1000 meters up on a mountain in South America such as Brazil or in Asia or even African
turn up in a cup of Nescafe inside your house and inside millions of people's ... Show more content
on Helpwriting.net ...
Now regarding the supply chain it requires to bring a product from its original raw status to the
finished goods that the customers going to buy. For coffee the supply chain has some complex
process and changes in some countries but the basics include the following:
Growers who usually work on a small basic land for one hectares or more many of the workers
themselves do the primary things like hulling or drying
Intermediaries or negotiators are more involved with the aspects of the supply chain. There can be
then just one negotiator and they can even do some of the primary processing or they can collect
quantities of coffee and sell them to a dealer or another processor
Processors are individual workers or farmers who already have the needed equipment to process the
coffee
Government agencies who controls the coffee trade maybe by acquiring the coffee from several
processors at a price and try to sell for

Keurig
Brewing excellence, One cup at a time.
Keurig in Dutch means excellence. It is the leading single cup brewing system in North America.
The U.S. annual per capita consumption of coffee was estimated to be 424 servings, which included
in–home and out–of–home roast and ground, instant, and ready–to–drink
(bottled/canned) coffee.2
The total coffee market in 2008 was estimated to be 1.8 billion pounds, or $19.3 billion. 3
While specialty coffee was only about 17 percent of total domestic coffee consumption by volume,
the sector had grown to over half the value of the U.S. coffee industry. 5
The specialty coffee market was estimated to be worth
$11 billion annually.
Specialty coffee consumption had
increased ... Show more content on Helpwriting.net ...
Keurig evolved from its traditional away–from–home, business–to–business (B2B) product offering,
served through KADs, to a new line of at–home, business–to–consumer (B2C) products. Keurig
contracted ePartners, a Microsoft–based software and services consultancy, to design and implement
a system consisting of an integrated suite of products. The complete solution included a system
based on Microsoft Dynamics GP(formerly Great Plains), Microsoft Commerce Server, The Great
Plains Siebel Front Office, and Microsoft SQL Server. System included a highly customized, easy–
to–use, and professional B2B and B2C e–commerce site with full integration to Great Plains and
Great Plains Siebel Front Office. The hosted nature of the system allowed Keurig to keep IT costs
low, maintain high availability, and focus on selling Keurig systems. The IT system served as the
foundation for Keurig's ongoing business and allowed Keurig to keep pace with the tremendous
growth it continued to experience.
The Green Mountain Coffee was good with their prestige, channels, manpower and marketing
experience, Keurig came into an agreement with them in 1997. Keurig kept the licensing for K–cup
that gave them four to five cents per cup almost pure profit. This plan gave Keurig good profits,
cash flows but lower sales.
GMCR and Keurig sold the system through select distribution channels. The system featured

SWOT Analysis: Green Mountain Coffee Roaster and Keurig...
The two companies involved in this case study are Green Mountain Coffee Roasters and Keurig
Coffee Inc. They are both in the coffee industry. What is interesting is that Keurig Coffee Inc.
actually started off as "a technology company in the coffee industry where they developed a brewer
that represents a fusion of technology and design" (C36 in the book, [Dess et al, 2012]). Green
Mountain Coffee Roasters' website is http://www.greenmountaincoffee.com and Keurig Coffee
Inc.'s website is http://www.keurig.com
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 ... Show more content on Helpwriting.net ...
SWOT analysis is a basic model that provides direction and serves as a basis for the development of
marketing plans. In competitor analyses, firms build detailed profiles of each competitor in the
market, focusing especially on their relative competitive strengths and weaknesses using SWOT
analysis.
The company had formulated a customer service charter, clearly projecting both the company
mission statement and products and services offered, so as to inform the staff and customers what
the company standards are. These standards covers quite detailed aspects of the service; such as how
many times the telephone will be allowed to ring until the caller is get response. Other issues might
include how many days between receipt and response for written correspondence and complaints
procedure and timescales for each stage. We look at the strengths weaknesses, opportunities and
threats of Green Mountain Coffee Roasters and Keurig coffee Company in the coffee production and
sale industry.
Strengths
The strengths of this company are many and discussed below is part of them. The company
produces a large variety of product and uniqueness; thereby, attracting a large number of customers.
Another strength that puts the company at an advantage over other companies is the fact that it is
very strong as a brand and is recognized by people all over the world for its quality products.
The company also has the pricing power of coffee

Swot Analysis Of Keurig

Recommended

Recommended

More Related Content

More from Jessica Howard

More from Jessica Howard (20)

Recently uploaded

Recently uploaded (20)

Swot Analysis Of Keurig