Green Mountain Coffee

Green Mountain Coffee Roasters (GMCR)
This Vermont-based coffee company got into the limelight when it acquired Keurig a few years ago. GMCR developed Keurig (which makes the luxury single serve coffee maker) into a highly successful business and built an ecosystem around their product. In fact, the CEO of GMCR says they are the “iPod of coffee.” Yet, the patent on Keurig runs out in September 2012 and the company is likely to face significant competitive pressure then. It already competes with Nestle’s Nespresso and Kraft’s Tassimo systems.
Your report should analyze GMCR and its Keurig business, examine the Keurig business model (is the coffee maker the “razor” and the coffee pod the “blade” in terms of pricing?) and its sustainability, and provide recommendations for post-September 2012.
-What is Keurig’s competitive position? Is it the market leader?

– What resources has GMCR developed to support Keurig? (Use the VRINE framework to critically examine 2 of GMCR’s resources)

– How is GMCR positioning Keurig after its patent expires? Do you agree with what they are doing? What are your recommendations?

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