Hrm 420

Company Name/Website/Industry

Company: Green Mountain Coffee Roaster and Keurig Coffee

Website: www.greenmountiancoffee.com

www.gmcr.com

www.keurig.com

Industry: Coffee distribution and making

Back Ground/History:

Green Mountain Coffee has grown from a small shop coffee company to a household name amongst the coffee industry. Founded by Bob Stiller in Waitsfield, Vermont back in 1981 and now has single handily grown through strategic marketing and competitive advantages to become of the top wholesale business coffee companies. Taking it upon on themselves, to set a social responsibility of producing the best gourmet coffee while bettering the world through waste reduction and energy prevention. Green Mountain was introduced to the Keuring Coffee machine in 1998 with the single concept of enjoying coffee, tea; hot coco one cup at a time, the single serve system was a direct reflection of their social idealist views. Originally lunched in 1990 by Peter Dragone and John Sylvan after they observed many people leaving their offices to go find better coffee as a pot say there stale in the break room. Originally marketed for more of office base utilization, Keurig soon was finding itself in the homes as well. In 2006 Green Mountain Coffee and Keuring joined forces and set the motion of now Green Mounting holding many licenses and patents in regards to the single cup coffee industry paired gourmet coffee products from Starbucks and Dunkin Doughnuts.

SWOT Analysis

Strengths Weakness Opportunities Threats

Brand recognition and loyalty Easily mimicked products even though may not be same quality Expansion on existing markets Competition within the industry

Vase amount of products Majority of profit derived solely from the K cup and not the machine itself Partnership or other large Coffee companies. Cheaper products being made and afforded by people who cannot afford the Keurig.

Social Responsibility in regards to society and environment On-line...