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Strategic Management - Green Mountain Coffee Roasters

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Strategic Management - Green Mountain Coffee Roasters

  • October 31, 2008
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1. QUESTION ONE
Undertake a SWOT analysis of the organization in the case.

A SWOT analysis of Green Mountain Coffee Roasters reveals the following :

1.1 Strengths

i. Product Consistency

By utilizing state-of-the-art roasting software, GMCR is therefore able to maintain their level of product consistency,

ii. Unique Products

Its key success is in differentiating its coffees. The coffee beans have been carefully selected and then roasting them in small batches to ensure consistency and to maximize their taste and flavor differences. This one of the reason why are the Green Mountain coffees is different from those of other specialty coffee companies. On the other hand, Keurig also gives Green Mountain access to the office and one-cup segment.

iii. High Distribution

GMCR flushes nitrogen into its packaged coffee and employ one-way value bag packaging technology that provides a minimum shelf life of six months for the company coffee as customer is able to retain the freshness of the coffee in the package.This in turn, allows GMCR to expand it’s distribution, without any worries about compromised quality.

iv. Socially Responsible Business Practices

GMCR is a supporter of social and environmental causes, and being listed in the “100 Best Corporate Citizens” and “The World’s Most Socially Responsible Companies” lists. This acts as a bonus to the company’s outlook and reputation.

v. Widely Available

GMCR’s products are widely available in the market. By targeting various distribution channels and customer categories, GMCR is confident that consumer trial at one point of the distribution level will lead to a subsequent purchase at another.

vi. Flagships

Flagship customers such as Amtrack, Exxon-Mobile, JetBlue Airways and American Skiing Company are key to the company’s geographic expansion strategy as they provide visibility and sampling opportunities

1.2 Weaknesses

i. Single Product Line

GMCR deals with specialty...