Keurig Inc

Topics: Coffee, Coffeemaker, United States Pages: 1 (267 words) Published: December 18, 2012
Case Paragraph
October 7, 2012
The following paragraphs provides with the following vital summary. Keurig, Incorporated designs and manufactures single cup brewing systems for use in home, hospitality, commercial office, food service, and medical office environments. The company also supplies gourmet coffee, tea, hot cocoa, and iced beverages of various brands as K-Cup portion packs. It markets its brewers and K-Cup portion packs through a network of local and national retailers, and grocery stores in the United States and Canada. The word is derived from a Dutch word meaning excellence. In 2003, over 20 million Americans consumed gourmet coffee on a daily basis. The gourmet coffee industry was steadily growing, distancing itself from its lowest point of consumption recorded The mid 1990’s. With this rejuvenation, Kuerig Inc, a coffee machine manufacturing company, which had recently gone through a business ownership restructure, was set on becoming a leader in the singe-cup coffee industry. Kuerig, Inc. had observed that consumers were paying in upwards of $1.50 for a cup of gourmet coffee at various coffee chains through the US. This indicated there was available market with consumer demand. In turn, Keurig, Inc. began offering coffee in a single-cup proportion size to offices with notable success. Single cup sales increased dramatically at the turn of the millennium with Keurig enjoying a commanding 23%share in the OCS market for 2002/03. Following such success Keurig, Inc. wanted to develop an at-home single cup coffee brewer, the B100 for the residential market. In doing so, Keurig would target consumers in both office environments and homes
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