Green Mountain Coffee Roasters, Inc. (GMCR)

Topics: Coffee, Drink, Tea Pages: 3 (856 words) Published: October 22, 2013

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. With Starbucks corralling the majority of the upscale retail coffee consumers; Dunkin’ Donuts, the blue-collar, no-frills brand coffee drinker; Green Mountain Coffee Roasters (GMCR) went looking for a way to capture the self-serve specialty coffee consumer in North America and Canada. This customer tends to be a gourmet beverage drinker who doesn’t compromise on taste but likes quickness and convenience. The GMCR state of the art eCommerce portal allows customers to create the ultimate coffee experience in the home, in the office, and in food service environments. GMCR is so committed to the outstanding coffee experience that they purchase some of the highest quality Arabica beans available from the world’s coffee producing regions and match it with the appropriate process to optimize the coffee’s taste and aroma. From a small café in Waitsfield, Vermont to a recognized leader in specialty coffee and brewing platforms, GMCR is now leading the way to the successful marketing of expanding their brand awareness and enabling environmentally and socially responsible business practices. 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...

References: McGinn, D. (2011, Aug. 7). The Buzz Machine. Boston.com. Retrieved Sept. 12, 2013 from http://www.boston.com/business/articles/2011/08/07/the_inside_story_of_keurigs_ris e_to_a_billion_dollar_coffee_empire/
Coffee & Tea Manufacturing. N.p.: First Research, 2013. Newton Gresham Library. Web. 23 Sept. 2013. http://mergent.firstresearch-learn.com/callprep.aspx?pid=239 URL: http://shsulibraryguides.org/alldatabases
Green Mountain Coffee Roasters, Inc. - Financial Information. N.p., 29 Sept. 2012. Web. 25 Sept. 2013. .
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