What Is Keurig's Generic Business Strategy

Keurig’s main generic business strategy is a focused differentiation strategy. Their product as a whole is focused on coffee drinkers in general you can’t really market their machine or products to someone that doesn’t drink coffee. The only other use would be for something such as hot chocolate, which would be an expensive purchase just to have a hot chocolate maker. They’re differentiated by offering a specific product that’s far better compared to their rivals. The products they offer are different in size, products and features compared to everyone else. And until recently when their patent on the k-cups expired they were the only company offering that type of product.

The Keurig machine itself is a better product and produces better results than the competitor’s machine. As was stated in an article on boston.com: “Keurig produces a style of
Students are part of their market segment because they’re always busy and in a hurry so they don’t have the time to wait for a traditional coffee machine when they could just use a Keurig and be done and on their way to class in about a minute. Or if they’re trying to study for an exam and they need some quick energy all they’d have to do is make a cup and they’d have the energy they need in order to finish whatever homework they may have.

Another major customer would be the busy adults that are always in a rush to get to work. The same as students they don’t have the time or patience to sit there and wait for a coffee machine to brew a big thing of coffee when they only need one cup to start their day and get them to work on time. This is why a Keurig is so convenient for these busy adults they can just throw in a cup as they’re finishing getting ready and it’ll be done and ready by the time they’re walking out the