Green Mountain Coffee Roasters

Green Mountain Coffee Roasters, Inc. Green Mountain Coffee Roasters currently has a revenue growth rate of 35.5% over the last 5 years. This company is growing right along side the fastest growing portion of the of the coffee industry, the high-end specialty coffee market. Green Mountain is a product leader in this category, they emphasize quality and enjoyment of their product. Green Mountain 's target market is no question wholesaler 's. Green Mountain has over 5,000 wholesale accounts that currently account for 94% of their revenue. In this marketing plan I thoroughly go through who their wholesale customers are, the relationships they have with them, and how they plan to use them in their overall strategy to obtain more customers in different
In 1998, '97, and '96 this market accounted for 94%, 93%, and 91%, respectively, of total sales. Green Mountain 's wholesale operation services a wide variety of establishments, primarily in the northeastern United States. Green Mountain 's wholesale customers resell the coffee in whole bean or ground form for home consumption and/or brew and sell coffee beverages at their place of business. Notable wholesale customer accounts include: Hannaford Brothers - 120 stores Aureole Restaurant, NYC Shaw 's -100 stores The Harvard Club, NYC Stop & Shop - 150 stores New England Culinary Institute Roche Brothers - 13 stores Culinary Institute of America Office Coffee Services Convenience Stores Perrier 's Poland Springs Mobil Convenience Stores Vermont Pure Springs Orlosoki Quik Marts Other Food Services Other Retail Amtrak - northeast corridor L.L. Bean The Distribution of Wholesale Coffee Pounds Sold During Fiscal 1998 by Wholesale Customer Category Through the Wholesale operation, Green Mountain has started an international sales effort, principally through it 's various distributors, and targeting nations where there exists either a tradition of coffee consumption or a recent trend indicating a market for specialty coffee like
Two other supermarket that chain 's that are helping establish Green Mountain as the leader in supermarket specialty coffee in the Northeast is Shaw 's and Stop & Shop. In spring of 1998, Shaw 's increased the distribution of Green Mountain to over one hundred stores. Stop & Shop gives Green Mountain a full display in the bakery section in over 150 stores. American Skiing Company is another large wholesale customer of Green Mountains. They have nine alpine ski resorts that all distribute Green Mountain Coffee. Resorts include Sugarloaf/USA and Sunday River in Maine; Attitash Bear peak in New Hampshire; Killington, Mount Snow, and Sugarbush in Vermont; Steamboat in Colorado; Heavenly in California/Nevada; and The Canyons in Park City, Utah. 1998 was the first year of a five-year agreement with Poland Spring, a subsidiary of The Perrier Group of America. The agreement made Poland Springs Green Mountain 's third largest customer behind Mobil and Hannaford Bros., respectively. Poland Spring has agreed to put large Green Mountain pictorial ads on the back of 200 of its trucks. More mutual marketing ventures such as this are expected to arise from the two companies