Preview

Green Mountain Coffee

Better Essays
Open Document
Open Document
1338 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Green Mountain Coffee
BACKGROUND/HISTORY Green Mountain Coffee Roasters (GMCR) started as a small café in Waitsfield, Vermont in the year of 1981. It was in 1993 that the company went public and acquired the early phase of Keurig Incorporated Inc, and then completed the acquisition in 2006. (Unknown.( 2004). Gmcr.Retrieved from http://www.gmcr.com/about-GMCR.html) Once these two companies combined it made the way we drink beverages different than ever before in both the home and office. According to GMCR’s website “Today, GMCR is recognized as a leader in specialty coffee and coffee makers, and acknowledged for its award-winning coffees, innovative brewing technology, and environmentally and socially responsible business practices.” ((Unknown.( 2004). Gmcr.Retrieved from http://www.gmcr.com/about-GMCR.html) GMCR has three business units that they operate with today. The first being specialty coffee which includes Green Mountain Coffee, Tully’s Coffee, Diedrich Coffee, and Coffee People. The 2nd unit is the Keurig business unit, which created the signal cup brewing system. The 3rd and final is the GMCR Canada. The GMCR Canada is owns all sales for the company and includes the Van Houtte business as well as Timothy’s World Coffee brand. ((Unknown.( 2004). Gmcr.Retrieved from http://www.gmcr.com/about-GMCR.html) The current CEO is Brian Kelley who joined GMCR in 2012. Before GMCR Brian Kelley was Coca-Cola’s Chief Product Supply Officer , and president and CEO of SIRVA, Inc. ((Unknown.( 2004). Gmcr.Retrieved from http://www.gmcr.com/about-GMCR.html) as well as other companies such as Ford Motor Company, GE, and Proctor and Gamble. In 2011 net sales were 2,650.9 million which was up 95% over fiscal 2010. (http://investor.gmcr.com/releasedetail.cfm?ReleaseID=622448) The acquisition of Van Houtte which took place in December, 2010 in addition to the partnership with Starbucks and Dunkin Donuts with the K-cups option of their coffee has helped add over 321.4 million


References: Dess, G., Lumpkin, G. & Eisner, A. (2012). Strategic Management (6e). Boston: McGraw-Hill Irwin. Green mountain coffee roasters, inc.. (09/1). Retrieved from http://investor.gmcr.com/releasedetail.cfm?ReleaseID=622448 Unknown. (2004). Gmcr. Retrieved from http://www.gmcr.com/about-GMCR.html
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Satisfactory Essays

    Keurig Green Mountain Coffee Company: Case Study
    • 658 Words
    • 3 Pages

    Keurig Green Mountain Coffee Company: Case Study

    With innovative products, carefully cultivated supply chains, and an eye on the health and safety of the people that contribute to the Keurig Green Mountain product I believe that the company is on the right trajectory. I fear however it is too late for the 9 BILLION plus K-cups from just last year in the landfills and with an accumulation of 9 billion or more each year for the next five years, we have not seen the end of the single use, non-biodegradable, virtually un-recyclable plastic coffee…

    • 658 Words
    • 3 Pages
    Satisfactory Essays
    Read More
  • Better Essays

    Devry Busn412 Fresh Direct Case Analysis
    • 1287 Words
    • 6 Pages

    Devry Busn412 Fresh Direct Case Analysis

    References: Dess, Gregory G., Lumpkin G., Eisner A., & McNamara G. (2012). Strategic Management. (6e).…

    • 1287 Words
    • 6 Pages
    Better Essays
    Read More
  • Better Essays

    Keurig History
    • 1233 Words
    • 5 Pages

    Keurig History

    (www.gmcr.com) was founded by Bob Stiller in 1980 when he got a cup of coffee in Waitsfield, Vermont. It was incorporated in 1981. Originally a small café in Waitsfield, the company would eventually invest in Keurig in 1993. At the same time the company had gone public where Green Mountain would change the way coffee at home and at work was made. It was where the Keurig Single Cup Brewing System would take off. Keurig is well-known as a lead innovator in specialty coffee and coffee makers where its brewing technology and award-winning coffee is in the top ranks with others like Starbucks, Peet’s Coffee, and Coffee Bean. In order to stay strong with other brands and competitors, Keurig has distribution agreements with Dunkin Donuts, Folgers, Newman’s Own, and many others. Green Mountain was named the largest purchaser of Fair Trade Certified coffee in the world in 2010. It helps to make more environmental and social projects…

    • 1233 Words
    • 5 Pages
    Better Essays
    Read More
  • Better Essays

    Strategic Plan Part 2: Swot Analysis
    • 1079 Words
    • 5 Pages

    Strategic Plan Part 2: Swot Analysis

    Legal and Regulatory- These forces impact Green Mountain Coffee Rosters daily. In my opinion the one legal or regulatory force GMCR encounters is the Clayton Act. This stands out to me because of all the brands that are under the GMCR banner (Lister, 2012). The Clayton act prohibits board of directors being in position to make decisions for competing companies working under the same corporate banner.…

    • 1079 Words
    • 5 Pages
    Better Essays
    Read More
  • Satisfactory Essays

    What Is Keurig's Single-Brewing Industry?
    • 259 Words
    • 2 Pages

    What Is Keurig's Single-Brewing Industry?

    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…

    • 259 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Powerful Essays

    Green Mountain Coffee Roasters Essay
    • 645 Words
    • 3 Pages

    Green Mountain Coffee Roasters Essay

    Green Mountain Coffee Roasters is a publicly traded brand of coffee located in Waterbury Vermont. They specialize in organic, fair trade, and specialty gourmet coffees. (1) Keurig is a wholly owned subsidiary of Green Mountain Coffee Roasters, Inc. (2) Keurig sells many of their coffee varieties as K-Cups. Keurig, is a North American coffee brewing company that produces coffee brewers for both home and commercial use in a single cup. Green Mountain Coffee Roasters actually ranked # one in "The Best Corporate Citizens" in 2006 and 2007. (3) Green Mountain Coffee Roasters began in 1981 as a small café in Waitsfield Vermont where they roasting and serving coffee.In 1993, Green Mountain Coffee Roasters went public and is listed on the NASDAQ Global Select Market under the stock symbol GMCR.(4) Briefly…

    • 645 Words
    • 3 Pages
    Powerful Essays
    Read More
  • Good Essays

    Green Mountain Coffee Roasters Annual Report
    • 856 Words
    • 4 Pages

    Green Mountain Coffee Roasters Annual Report

    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…

    • 856 Words
    • 4 Pages
    Good Essays
    Read More
  • Satisfactory Essays

    Strategic Plann Part3
    • 653 Words
    • 3 Pages

    Strategic Plann Part3

    Green Mountain Coffee Roasters will be the premiere gourmet coffee provider in the world, transforming the way the world understands business. Raising the standards of managers to a management style that keeps in line with the mission statement is the end vision for GMCR. Employing managers from the area that have a mixture of experience and expertise would be a great asset to the further development of the company. Incentives for performance and growth will make certain that quality expertise and consistency is something impressive that sets GMCR apart from all competition. If management recognizes that raising the standards for managers will exhibit excellence, values, and superiority; GMCR will be recognized globally and nationally as the best gourmet coffee, allowing Green Mountain Coffee Roasters to dominate this industry.…

    • 653 Words
    • 3 Pages
    Satisfactory Essays
    Read More
  • Powerful Essays

    Coffee Pod Launch - Kraft
    • 1648 Words
    • 7 Pages

    Coffee Pod Launch - Kraft

    Founded as a cheese manufacturer in 1903 and Kraft Foods Inc. (Kraft Foods) was the largest food and beverage company in North America and the number two player in the world. Its operations consisted of Kraft Foods North America and Kraft Foods International, and its business was divided into five product categories: beverages, convenience meals, cheese, grocery, and snacks. In 2004, Kraft Foods had operations in more than 155 countries and previously been a division of Philip Morris Companies (since renamed Altria Group), it had become a public company in June 2001. Along with its size and impressive brand portfolio, Kraft Foods boasted a strong distribution network and a well-earned reputation for developing innovative new products and food applications. By 2004, Kraft Foods was the world leader in coffee sales with 15 percent of the global market, and with 32% of the Canada market. The company’s Maxwell House line was Canada’s top retail brand of roast and ground coffee, while Nabob was the leader in Western Canada and number two nationally. Both were available in a variety of flavors, sizes, and formats (see Exhibit 1). All beans used by Kraft were custom-roasted to deliver peak aroma and had a fine grind to ensure a fresh, rich flavor. The mission was to achieve leadership in the markets it served, which it pursued by forecasting innovation, achieving high product quality, and keeping a close eye on profit margins.…

    • 1648 Words
    • 7 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Strategic Choice and Evaluation
    • 1377 Words
    • 6 Pages

    Strategic Choice and Evaluation

    References: Pearce, J. A., II, Robinson, R. B. (2011). Strategic management: Formulation, implementation, and control (12th ed.). Boston, MA: McGraw-Hill/Irwin…

    • 1377 Words
    • 6 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Human Resource Issues and Strategy
    • 2084 Words
    • 9 Pages

    Human Resource Issues and Strategy

    Dess, G.G., Lumpkin, G.T. and Eisner, A.B. (2006) Strategic Management: Text and Cases, New York: McGraw-Hill…

    • 2084 Words
    • 9 Pages
    Powerful Essays
    Read More
  • Good Essays

    Green Mountain Case
    • 709 Words
    • 3 Pages

    Green Mountain Case

    Green Mountain coffee as a premium coffee maker, has only two current large threats, Starbucks, and Seattle’s best coffee. The leader of the premium coffee industry is Starbucks and does have the necessary resources to effectively compete with Green Mountain Coffee. Another issue facing Green Mountain Coffee is the threat of new entry. Since the premium coffee industry is a growing market, and with a relatively easy entrance into the market, this in turn increases the overall amount of product in the market and creates an overabundance in product. To combat rivalry as well as ensure supply Green Mountain as been very active in starting up coffee bean farms in South America to ensure quality and availability in the future. One strong point that Green Mountain possesses is that as far as premium coffee producers go, they are highly visible in work place offices as well as available at many gas stations in which they lend or lease coffee making equipment to these establishments and offer superior service, train, and perform preventative maintenance on this equipment. The potential switching costs for the buyers of Green Mountain would make it unattractive for them to switch to another supplier.…

    • 709 Words
    • 3 Pages
    Good Essays
    Read More
  • Good Essays

    Mgt/230 Week 3
    • 867 Words
    • 4 Pages

    Mgt/230 Week 3

    Billions of people across the globe choose to have a cup of coffee each morning to start the day or as a morning work break but coffee has become more than just a drink. Coffee has become an ingrained part of various cultures and coffee shops can be found in most every city around the world. It is little wonder that coffee ranks among the world’s largest commodity markets second only to oil ("Dangerous Grounds: About the Show", 2013). Given diversity and competition in the market, the small startup company of Custom Coffee & Chocolate will require a clear mission statement, detailed business analysis, and tactical plans that will help it to increase market share within the Seattle community.…

    • 867 Words
    • 4 Pages
    Good Essays
    Read More
  • Best Essays

    Gloria Jean's Coffee
    • 3555 Words
    • 15 Pages

    Gloria Jean's Coffee

    Gloria Jean’s Coffees (GJ) was first operated in a small town of North Chicago, USA in 1979 by Gloria Jean and Ed Kvetko. In 1995, Nabi Saleh and Peter Irvine realised the market opportunity of this brand and brought it to Australia. Two years later, the Gloria Jean’s Coffees franchise system was born and quickly…

    • 3555 Words
    • 15 Pages
    Best Essays
    Read More
  • Good Essays

    Ethical Issues in Marketing
    • 1550 Words
    • 7 Pages

    Ethical Issues in Marketing

    The importance of ethics in marketing is growing. Recognition and respect for ethics, covering a wide range of issues can be used as USP (unique selling point) for a company. Each society will have it own unwritten code of behavior. However view of matter will change over time. Due to this societal marketing concept has emerged which requires that marketer adhere to socially responsible and ethical practices in the marketing of their goods and products. Below is the definition of ethics.…

    • 1550 Words
    • 7 Pages
    Good Essays
    Read More

Related Topics