Green Mountain Case Analysis
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
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