Keurig Case Analysis

Keurig Inc Case Analysis

Launching a new successful product in the market is one of the most important operations for any company because it requires a lot of time, money, planning of the top managers for providing a better quality of services to their customers. Keurig Inc. is one of those examples companies who are willing to take risks during presenting and providing a new product line in the market. Because of the successful launching of other models of single cup brewing system in the 1990´s, company gained a successful market growth in the market. And also due to the success of the other models in the market, Keurig have more courage to launch another model of single cup brewing system to their coffee customers.

Actually the competition among company competitors is tight not locally but also abroad, but market share of Keurig´s coffee brewing system still remains high. But unfortunately like other businesses that face problems along the way, Keurig Inc. is also facing various dilemmas regarding the resources needed to launch B100. Moreover, to fulfil the goal of the business, this is to introduce a controlled distribution brewers and portion packs that would maximize the launch of the at-home model as well as protecting the away-from-home OCS channel.

So Keurig has to consider the two portion packs: the K-Cup and the Keurig Cup. But at the same time, GMCR the strategic partner and one of the major stakeholder of the Keurig was not agree and commented that it will only causes complication and will only doubling the number of portion that they will manufacture and warehouse. They also find problems regarding the manner of pricing the Keurig-Cup and B100 brewer for the at-home market. Due to the creation of these circumstances, the marketing team of Keurig has decided to use direct distribution or investing on traditional channels of distribution. Furthermore, four dilemmas of the Keurig have been resolved.

Introduction

Keuring Inc has been founded on such...