Green Mountain Case Analysis

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GREEN MOUNTAIN COFFEE ROASTERS, INC.

Integrated Company Analysis

Wisconsin School of Business University of Wisconsin – Madison December 14, 2010

Group B10 Gail Casey Craig Cleland Brendan Gabriel Annette Knuckle Stephen Ranjan

Honor Code ―On our honor, we have neither given nor received unauthorized aid in completing this academic work.‖

Name: Gail Casey Craig Cleland Brendan Gabriel Annette Knuckle Stephen Ranjan

Date: ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________

Table of Contents
Executive Summary..................................................................................................................................................1

Who was Green Mountain? .....................................................................................................................................1 Humble Beginnings ................................................................................................................................................1 The Keurig Brewing System ..................................................................................................................................2

Who Is Green Mountain? ........................................................................................................................................2 Marketing Analysis ................................................................................................................................................3 I. II. Major Marketing Initiatives .......................................................................................................................3 Consumer Segmentation and Positioning Strategy ....................................................................................4

III. Marketing Mix ...........................................................................................................................................4 IV. Competitive Landscape ..............................................................................................................................5 Financial Analysis ..................................................................................................................................................6 I. II. Accounting Analysis ..................................................................................................................................6 Valuation and Discounted Cash Flow (DCF) Analysis..............................................................................7

Who Should Green Mountain Be? – Recommendations.......................................................................................8 1) Renew Focus on the Green Mountain Coffee Brand .........................................................................................8 2) Improve Quality of Financial Statements...........................................................................................................9 3) Increase Operational Efficiencies with Newly Acquired Firms ...................................................................... 10

Conclusion ...............................................................................................................................................................10

Appendices ..............................................................................................................................................................11

Works Cited ............................................................................................................................................................64

Executive Summary
Green Mountain Coffee Roasters (GMCR), a...
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