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busn 412 week 6 assignment
Case Study Report: Green Mountain Coffee Roasters and Keurig Coffee
Course – Business Policy (BUSN 412)
Student Name – Inderjeet Singh
Subject – Assignment week 6
University – DeVry University
Date – 06/14/2014

Case Study Report: Fresh Direct

Company Information
Company Name – Green Mountain Coffee Roasters and Keurig Coffee
Website – http://www.greenmountaincoffee.com
Founded in- 1981
Background/History/Company Timeline
1981- Green Mountain Coffee Roasters was established with a small coffee shop.
1993- Green Mountain Coffee Roasters, started publicly traded on NASDAQ national stock market.
2006- Green Mountain Coffee Roasters, Inc., Acquire KEURIG Coffee Company and started manufacturing single cup coffee.
2010- Green Mountain Coffee Roasters, Inc. Acquired Diedrich coffee and also bought Van Houtte coffee services company.
2011- Green Mountain Coffee Roasters, Inc. sold Fresh Filter US coffee services potion of Van Houtte business to Aramark.
Green Mountain Coffee Roasters, Inc. manages its operations through SCBU (Specialty coffee business), KBU (KEURIG business unit), CBU (Canadian business unit) operation units. SCBU makes and sell coffee, hot coco, tea and several other beverages. KBU focus on single cup brewing system which includes coffee, tea hot chocolates. CBU take cares of Canadian market. They sell coffee and tea with other beverages.
Mission and Values of GMCR.
“PURPOSE: We create the ultimate beverage experience in every life we touch from source to cup – transforming the way the world understands business. Our MISSION: A Keurig® brewer on every counter and a beverage for every occasion. Our VALUES: We partner for mutual success. Our boundary less approach to collaboration creates benefits for all.” (www.keuriggreenmountain.com)
SWOT ANALYSIS Strength
1
Strong product portfolio and leader in the market.
2
Loyal customers.
3
All products contribute strong revenue growth.


References: 1) Keurig Green Mountain, Inc. Launches 2013 Sustainability Report with New 2020 Targets. March 2014. http://investor.keuriggreenmountain.com/releasedetail.cfm?ReleaseID=832189 2) Dess. Strategic Management text and cases, 6th Edition. McGraw-Hill Learning Solutions, 2012. VitalBook file. 3) http://www.keuriggreenmountain.com/en/OurCompany/OurValues.aspx
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