Market Analysis
Situational Market Analysis
Keurig Single Cup Brewer
The Keurig
Brewing Excellence, once cup at a time.
Keurig, Inc., a division of the Green Mountain Coffee Company, and is the king of the single serve coffee makers, thanks to its patented single-cup brewing technology, which uses the K-Cup portion packs. The actual brand name Keurig comes from the Dutch term for excellence and the company has built its reputation around the very meaning of the word. Everything the company does from its line of personal and commercial Keurig coffee machines to its customer service is centered on excellence. Keurig is the leader in single-cup brewing in North America, they offer their customers a wide range of products to choose from, personal and commercial coffee makers as well as an endless lineup of gourmet coffees, teas and hot cocoas, that can be brewed in less than a minute using any one of the many different Keurig machines.
Demographics –
Keurig’s market included two broad target customers: office users and households.
In households our primary target consists of a medium income household of anyone that desires a hot fresh cup of coffee, tea or hot cocoa at any time.
Keurig can target the business offices as well with the idea of providing your employee a hot fresh cup of coffee anytime they want it. And since everyone has different tastes they can offer their employees a variety of flavors and roasts.
Target Market Strategy
Value Proposition The Keurig is Innovative: they took the idea – that every cup of coffee should be fresh, and that everyone should choose what type of coffee they want, whenever they want – and made it happen in an innovative way. The innovation was in the engineering to make these objectives easily attainable. The Keurig is Indispensable: With 2.5 million Keurig beverages made each day, it is safe to say that the K-cup is indispensable to its owners and a part of their
Keurig Single Cup Brewer
The Keurig
Brewing Excellence, once cup at a time.
Keurig, Inc., a division of the Green Mountain Coffee Company, and is the king of the single serve coffee makers, thanks to its patented single-cup brewing technology, which uses the K-Cup portion packs. The actual brand name Keurig comes from the Dutch term for excellence and the company has built its reputation around the very meaning of the word. Everything the company does from its line of personal and commercial Keurig coffee machines to its customer service is centered on excellence. Keurig is the leader in single-cup brewing in North America, they offer their customers a wide range of products to choose from, personal and commercial coffee makers as well as an endless lineup of gourmet coffees, teas and hot cocoas, that can be brewed in less than a minute using any one of the many different Keurig machines.
Demographics –
Keurig’s market included two broad target customers: office users and households.
In households our primary target consists of a medium income household of anyone that desires a hot fresh cup of coffee, tea or hot cocoa at any time.
Keurig can target the business offices as well with the idea of providing your employee a hot fresh cup of coffee anytime they want it. And since everyone has different tastes they can offer their employees a variety of flavors and roasts.
Target Market Strategy
Value Proposition The Keurig is Innovative: they took the idea – that every cup of coffee should be fresh, and that everyone should choose what type of coffee they want, whenever they want – and made it happen in an innovative way. The innovation was in the engineering to make these objectives easily attainable. The Keurig is Indispensable: With 2.5 million Keurig beverages made each day, it is safe to say that the K-cup is indispensable to its owners and a part of their