Green Mountain Coffee Roasters Annual Report
Green Mountain Coffee Roasters, Inc. (GMCR)
Prepared For
Gary L. Payne, MBA
Sam Houston State University
Prepared By
Eric Robinson
Fall Semester 2013
Part I
History
The coffee and tea manufacturing industry has become a $70 billion annual global sales commodity (First Research, Industry Overview). Business continues to boom and coffee manufacturers are able to broaden their revenues by reaching new segments and geographic areas through creative marketing initiatives. According to First Research (8/12/2013), the US US coffee and tea manufacturing industry includes about 300 companies with an annual combined revenue of almost $12 billion. That equates to less than one third of the global annual sales. …show more content…
By partnering and promoting with Keurig Brewing Systems, GMCR realized a 46% net sales for fiscal year 2012 with 90% of net sales attributed to Keurig (GMCR 2012 Annual Report). The Keurig brand has connected with consumers to bring a sense of accessibility, high-quality, excellence, and uncomplicatedness to average living. The brewing platform provide a vehicle to support the GMCR coffee and beverage brands which allows awareness of the GMCR brands to continue to grow. New product innovation will also drive long-term growth- Keurig brewing platforms will target accessory beverage …show more content…
The GMCR business mission is epitomized in its relationship with Keurig, “A brewer on every counter and a beverage for every occasion”(GMCR 2012 Annual Mission, Business Mission) . GMCR has entered into tactical affiliations aimed at the manufacturing, distributing and sale of many of their retail competitor such as Starbucks, Dunkin’ Donuts, The J.M. Smucker Company, and Newman’s Own Organics. As part of its marketing strategy, GMCR is partnering with the strongest beverage brands and creating brew systems that represent the geographic taste preferences of coffee drinkers across the United States and Canada. GMCR has expanded its beverage selections beyond coffee to include ciders, teas, cocoas, and fruit brews. Through these efforts GMCR continues to regenerate its growth cycle building sustained growth through continuous innovation and promotion for new
Prepared For
Gary L. Payne, MBA
Sam Houston State University
Prepared By
Eric Robinson
Fall Semester 2013
Part I
History
The coffee and tea manufacturing industry has become a $70 billion annual global sales commodity (First Research, Industry Overview). Business continues to boom and coffee manufacturers are able to broaden their revenues by reaching new segments and geographic areas through creative marketing initiatives. According to First Research (8/12/2013), the US US coffee and tea manufacturing industry includes about 300 companies with an annual combined revenue of almost $12 billion. That equates to less than one third of the global annual sales. …show more content…
By partnering and promoting with Keurig Brewing Systems, GMCR realized a 46% net sales for fiscal year 2012 with 90% of net sales attributed to Keurig (GMCR 2012 Annual Report). The Keurig brand has connected with consumers to bring a sense of accessibility, high-quality, excellence, and uncomplicatedness to average living. The brewing platform provide a vehicle to support the GMCR coffee and beverage brands which allows awareness of the GMCR brands to continue to grow. New product innovation will also drive long-term growth- Keurig brewing platforms will target accessory beverage …show more content…
The GMCR business mission is epitomized in its relationship with Keurig, “A brewer on every counter and a beverage for every occasion”(GMCR 2012 Annual Mission, Business Mission) . GMCR has entered into tactical affiliations aimed at the manufacturing, distributing and sale of many of their retail competitor such as Starbucks, Dunkin’ Donuts, The J.M. Smucker Company, and Newman’s Own Organics. As part of its marketing strategy, GMCR is partnering with the strongest beverage brands and creating brew systems that represent the geographic taste preferences of coffee drinkers across the United States and Canada. GMCR has expanded its beverage selections beyond coffee to include ciders, teas, cocoas, and fruit brews. Through these efforts GMCR continues to regenerate its growth cycle building sustained growth through continuous innovation and promotion for new