Submitted by: Submitted by veritech6
Views: 192
Words: 1314
Pages: 6
Category: Business and Industry
Date Submitted: 01/12/2013 08:34 PM
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)
* Product differentiation; customer loyalty and brand identity
* High cost and risk
* Access to distribution and suppliers
* Product differentiation; customer loyalty and brand identity
* High cost and risk
* Access to distribution and suppliers
Potential Entrants
{Threat of new entrants :: LOW}
Potential Entrants
{Threat of new entrants :: LOW}
Porter’s Five Forces Model Analysis
Suppliers
{Bargaining power of suppliers :: MEDIUM}
Suppliers
{Bargaining power of suppliers :: MEDIUM}...