...Case Study Report COMPANY NAME/WEBSITE/INDUSTRY Green Mountain Coffee Roasters (GMCR) Maker of specialty coffee and coffee makers ~www.gmcr.com and Keurig Inc. (Proprietary company of GMCR) Maker of the Single cup brewing system in North America BACKGROUND/HISTORY GMCR is a specialty coffee company based in Waterbury, Vermont. This company went public in September 1993. Green Mountain Coffee Roasters began in 1981 as a small café in Vermont. The demand grew with requests being made by local restaurants. The company then moved its headquarters to Waterbury Vermont which makes up the 90,000 square foot roasting and distribution facility. GMCR primary business is as quoted by the president and CEO Lawrence J. Blanford, GMCR’s strategy of aligning with the strongest coffee brands to support a range of consumer choice and taste profiles in an innovative Keurig Brewing System. Keurig was launched in 1990 by Peter Dragone and John Sylvan. These two individuals built Keurig on the bases that coffee should always be served fresh and fast. Their endearing concept was “Why do we brew coffee by the pot when people drink it by the cup? Henceforth this revolutionary idea brought about the Keurig K~Cup portion pack. Then in 1994 Keurig secured a patent and then created a prototype. It was not until some investors came along with money and demanded that Nick Lazaris, a veteran executive, be brought on to assisting them in creating a model. After eight years of development...
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...will thrive in the market because the last time we attempted to launch a product like this if failed miserably. Also, we still need to figure out a way to make our product have instant chill. Our Customers will not buy if the don’t have cold Coke. On the other hand, we have some large opportunities to excel our company as a whole. The first decision is if we partner with Green mountain coffee roasters Inc.; they can really improved our chances of being successful because they put their Keurig coffee maker in 10% of us homes. People will pay for convenience and easy to use machine. The next decision is if we decided to produce this product it would lower many transportation and extra product costs with bottling. The last decision we would have to make is if we should use co2 canisters. This was tried before and customers thought it was inconvenient. In the rest of the memo, I will show how this company can be even more successful but also more efficient by making decisions. Full Analysis Sense we tried to make this home soda maker before, I believe that we should partner with Green mountain coffee roasters Inc. because they are in 10% of us homes already and they have a trusted brand name. The stakeholders might have a different idea about partnering because it’s going to come with a price tag. We just have to educate them in the sense of how much more profit we could make from using more resources. Moving on to the second decision, if we commit to product this product we...
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...Green Mountain Coffee “Brewing a Better Day” Milestone One Kim Hureau Southern New Hampshire University Green Mountain Coffee “Brewing a Better Day” The purpose of this paper is to provide a comprehensive analysis on Green Mountain Coffee. This analysis will cover an overall market, cost and production and supply and demand analysis for Green Mountain Coffee, including Keurig. Green Mountain Coffee provides single serve brewed coffees in a variety of flavors and brewing styles to both the at home as well as corporate consumers. Green Mountain has an extreme focus on sustainability and green business practices and was the first company in the coffee industry to support the United Nation’s Global Reporting Initiative (GRI) mission to develop globally accepted sustainability reporting guidelines (Sustainability, n.d.). History of the Company Purchased by Robert Stiller in 1981 while vacationing in Waitsfield, Vt., Robert thoroughly enjoyed the coffee he bought when he stopped in at the small specialty coffee shop so much that he bought the store. In 1989, Green Mountain Coffee formed an environmental committee to address conservation concerns Robert Stiller had, this conservation program has remained a consistent social program through the many changes at Green Mountain. The Company changed their name to Green Mountain Roasters in 1993 and became a publically traded in company in September of that same year. In the late 1990’s, Green...
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...User Manual Critique Week 4 Assignment Gregorio Cisneros ENG/221 07/17/2014 Joseph Aguirre The following review and critique will be on the Keurig, Inc., Keurig® K-Cup™ K70/K75 Platinum Brewer Owner’s Manual. The document is available online via the following website link: http://www.keurig.com/~/media/Files/Keurig Brewer Manuals/2013 Use and Care Guides/Platinum Use Care Guide.ashx This review will cover the purpose and function of the manual, format and design, manual usability, the uses of written communication and appropriate usage of visual and technical elements. This critique will demonstrate how this manual is both concise and effective manual. Purpose and Function The purpose of the manual is clear to the reader as to help product owners know how to setup the unit, use the device correctly. The manual also informs readers of the device controls and features, how to clean and maintain the device, knowledge of troubleshooting topics and solutions, and informing the end user of warranty specifications. The fundamental function is to educate the consumer how the Keurig product works and provide additional available support content pertaining to the device. Format and Design The manual format is both pre-printed physical copy or available online for viewing and downloading. The document dimensions are smaller than 8.5 in. x 11 in. letter size. The manuals custom size of 8.5 in. x 5.5 in. size makes it compact and economical. The cover is a 4-color process scheme...
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...MGMT 3100 May 2, 2013 Green Mountain Coffee Roasters: A Good Cup of Java In the beautiful mountains of Vermont, you will find the home of Green Mountain Coffee Roasters, Inc. (GMCR). In 1981, Robert Stiller, the company founder, while vacationing at a ski resort in Waitsfield, VT found a cup of coffee so good that he bought the company. At the time, Green Mountain was a small, specialty coffee store, and nobody would have imagined that GMCR would become one of the world's leading specialty coffee makers. Today GMCR is recognized for its award-winning coffees, innovative brewing technology, and socially responsible business practices. Reaching this point, however, was not easy and forced GMCR to master their marketing strategies in order to survive the competition. In a time and age when 'environmentally responsible' has become the latest buzzword in social and environmental responsibility is not a trendy marketing move. It is a key concept that has been part of the company's core commitment and values from the time when it was housed in a tiny storefront cafe. In fact, Green Mountain has been named one of the Top 100 Most Socially Conscious Corporations by Business, Inc. for two years running. The company's production plant has been certified organic since 1997, and they remain committed to offering high quality, completely organically grown coffee as a major part of their offerings. In addition to their commitment to organically grown coffee, GMCR supports sustainable...
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...Keurig The word Keurig derives from the Dutch word meaning excellence. Keurig, Incorporated began with the company’s inception in 1992 (Kerin & Peterson, 2007). Gourmet coffee is a growing trend throughout the world. Keurig Incorporated was founded on the inspiration that coffee lovers should be able to brew and enjoy once perfect cup of coffee at a time (Kerin & Peterson). Excellence had been the guiding principle behind the development of its products and services. With gourmet coffee houses popping up in many areas, consumers were spending at least $1.50 more for one cup of gourmet coffee. Keurig’s launch of the single cup brewing system in the office coffee service market in the late 1990’s had benefited from coffee drinkers consistent increase of sophisticated drinks. In 2002 Keurig became the leading name in office coffee service by shipping over 33,000 units. In February 2003 Keurig was ready to launch their new B100 system targeting the at home segment all in hopes of gaining the same success Keurig found in the office coffee service, in a more competitive market (Kerin & Peterson, 2007). With the competition entering the single cup brewing market, Keurig had to think fast if they wanted to succeed in the Home market (Kerin & Peterson, 2007). Nick Lazaris, President, Chief Executive Officer and Director of Keurig, had to make the decision as to proceed with a two Keurig-Cup (K-Cup) strategy; this decision had the potential to...
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...Coffee Barometer 2014 Sjoerd Panhuysen & Joost Pierrot 13 / ha India 5 mio Vietnam 22 mio bags 40 bags / ha 10 / ha Ethiopia 6 mio 7 Indonesia 13 mio bags 1 Hivos IUCN Nederland Oxfam Novib Solidaridad WWF Content 2 1 Introduction Coffee, cultivated in more than 80 countries in Central and South America, Africa and Asia, ranks among the world’s most valuable agricultural commodities. Coffee cultivation provides livelihoods for 20-25 million farming families [4]; and engages over 100 million people in its producing and processing. Smallholder coffee farmers, together with their families and rural workers produce over 70 per cent of this labour intensive crop. Women comprise half the productive workforce and play a crucial role that often goes unnoticed. However, to retain the involvement of rural youth is a challenge as they often aspire to a different future and seek employment outside the coffee sector. Historically, declining terms of trade and price volatility have plagued coffee production. This makes poverty reduction, which is essential to ensure the sustainability of the sector, both an important and difficult challenge. Figure 3 presents an overview of the main social, economic and environmental challenges for smallholders and plantation labourers. These problems at the production level are compounded by the effects of changing climatic conditions. The International Coffee Organization [9] acknowledges that the world coffee sector is facing major challenges...
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...Omaha Coffee Roaster House Marketing Plan Omaha Coffee Roaster House Omaha Coffee Roaster House Coffee is a never ending journey 1.0 INTRODUCTION Omaha Coffee Roasted House will be based in Omaha, NE serving Omaha metropolis and Surrounding areas, Freshly Roasted Coffee beans with commitment to freshness and quality in every batch of coffee we will roast and sell. We will be offering coffees from all over the world, including single origin, blended, Fair Trade, organically grown, and flavored coffee beans. We will be selling our coffees to our customers through our roasting facility in Omaha. Every coffee we sell will be a small-batch roasted for flavor that will be explosive and complex, nothing like the cardboard that is often sold as “specialty “or “gourmet” coffee in the market. The Roaster house will be committed to provide high quality coffee beans along with varieties of tea at a reasonable price. The roaster’s house will offer customers premium coffee beans from different part of the world roasted to customer specific needs. The roaster house is committed to provide its customer excellent service by meeting specific customer needs for different kind of premium coffee beans by providing amazing coffee beans at competitive prices. 1.1 Objectives The objective of the Omaha Coffee Roaster house is to 1. Sell specialty coffee beans to increase the happiness and value to consumers in Omaha metropolitan area by providing an upscale, quality driven coffee house...
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...[pic] Coffee, Cooperation and Competition: A Comparative Study of Colombia and Vietnam Authors:[1] Adriana Roldán-Pérez Maria-Alejandra Gonzalez-Perez Pham Thu Huong Dao Ngoc Tien Research assistants (Colombia): Franz Xaver Riegler Stephanie Riegler Catalina Tabares Melissa Eusse Research assistant (Vietnam): Nguyen Thu Hang Table of contents List of figures 4 List of tables 4 Acronyms, abbreviations and definitions 6 Weights and measures 6 Abstract 7 1 Introduction 8 1.1 Research objectives 9 1.1.1 General objectives 9 1.1.2 Specific objectives 9 1.2 Research methodology 9 2 Literature review on the global value chain (GVC) of coffee 11 2.1 Theory of global value chains 11 2.1.1 Introduction to the value chain concept 11 2.1.2 Global commodity chains 12 2.1.3 Value chain analysis 13 2.1.3.1 Definition 13 2.1.3.2 Methodological aspects of value chain analysis 15 2.1.4 Governance 15 2.1.5 Barriers to entry and rent 16 2.1.6 Upgrading in value chains 16 2.2 Overview of the world coffee market 17 2.2.1 World coffee production 17 2.2.2 Production by type of coffee 18 2.2.3 Coffee producing countries 19 2.2.4 Stocks in producing countries 20 2.2.5 World coffee exports 21 2.2.6 World coffee consumption 24 2.2.7 The International Coffee Organisation and coffee prices 29 2.2.8 Mapping the global value chain of coffee 31 3 Analysis of Colombia and Vietnam’s participation in the coffee value chain 33 3.1 Vietnam’s...
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...Agriculture and Rural Development Discussion Paper 3 The World Bank Coffee Markets New Paradigms in Global Supply and Demand Bryan Lewin Daniele Giovannucci Panos Varangis First printing or Web posting: March 2004 ©The International Bank for Reconstruction and Development Agriculture and Rural Development Department 1818 H Street, N.W. Washington, DC 20433 Agriculture and Rural Development Discussion Papers is an informal series produced by the Agriculture and Rural Development Department of the World Bank. These papers raise concepts and issues for discussion in the broader development community and describe ongoing research and/or implementation experiences from the Bank. The findings, interpretations, and conclusions are the authors’ and should not be attributed to the World Bank, its management, its Board of Executive Directors, or the countries they represent. Some of the numbers quoted are estimates or approximations and may be revised at a later stage. About the authors Bryan Lewin was previously the Economist of the Association of Coffee Producing Countries and now works in the Agriculture and Rural Development department of the World Bank on commodities and risk management. Daniele Giovannucci is a former corporate executive and market strategies expert. He advises international agencies and governments and is a senior consultant for The World Bank Group. Panos Varangis is a Lead Economist in the Agricultural and Rural Development department of the World...
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... p. 48 Distinguish between the macroenvironment and the competitive environment. p. 48 Explain why managers and organizations should attend to economic and social developments. p. 50 Identify elements of the competitive environment. p. 55 Summarize how organizations respond to environmental uncertainty. p. 63 Define elements of an organization’s culture. p. 72 Discuss how an organization’s culture affects its response to its external environment. p. 72 LO 2 LO 3 LO 4 LO 5 LO 6 LO 7 Management Close-Up HOW CAN LARRY BLANFORD KEEP GREEN MOUNTAIN COFFEE ROASTERS PERKING? In 1981, Bob Stiller began serving his coffee to custompiece of pie or a donut. Not until the mid-1990s did cofers in a tiny Vermont café. He was focused simply on fee brewing became an art form, as the Starbucks-led giving them the highest-quality freshly roasted coffee coffee revolution began to sweep across America. at a reasonable price. As his Green...
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...Analysis of the Coffee Industry History of Coffee The coffee industry provides its customers with coffee and sometimes other beverages (tea, soft drinks, snacks, etc.) According to Myers, coffee is the world’s most valuable agricultural commodity. Coffee consumers drink different types of coffee, including cappuccino, espresso, mocha, and latte. The coffee industry is in high demand, and the more people drink coffee, the more the quality and value of coffee become more important. Starbucks is in this coffee industry because it meets the consumers demand for a quick way of energy to get their day started. 69% of Americans consider coffee to be an “affordable luxury”. It is available in a variety of beverages and flavors to satisfy the most discriminating tastes. Starbucks missions statements states “Our mission: to inspire and nurture the human spirit- one person, one cup, and one neighborhood at a time” Starbucks coffee has always been and always will be about quality, according to them. In the five years to fiscal 2013, Starbucks revenue is expected to grow at an average rate of 7.5% per year, with an increase of 11.9% in fiscal 2013 to total $14.9 billion. In the Ethiopian highlands is where coffee trees were originated. The Arabs were the first to cultivate coffee as well as to start its trade. It was then brought to Europe, then in the mid 1600’s coffee was brought to New Amsterdam, which is now called New York by the British. In 100 years, coffee was established as...
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...1. Coffee 1. Coffee This chapter defines coffee according to the H.S. code of the Tariff Schedule (Fig. 1-1), covering green coffee beans, regular coffee, instant coffee, and extracts, etc. Coffee beverages (excluding the products categorized as milk beverages) are discussed in the soft drink chapter instead of this chapter. Fig. 1-1: Scope of coverage for coffee in this chapter Item name Green coffee beans Regular coffee Instant coffee Coffee extracts, essensses Description Seeds prepared by removing the outer and inner skins and pulp from the fruits of coffee tree produce. They are dried in the next processing step. Roasted coffee beans prepared by roasting green coffee beans from coffee tree fruits. This category also includes coffee products prepared by grinding these roasted beans. Coffee in soluble powder, granules, and other solid forms prepared by drying extracts of roasted coffee beans. Concentrated extracts of coffee beans, which are used for industrial or processing purposes, such as canned coffee, coffee candies and other confectioneries, etc. H.S. code 0901.11-000 0901.12-000 0901.21-000 0901.22-000 2101.11-210 2101.12-121 2101.11-100 11-290, 12-110 12-122 I. Points to Note in Exports to and Sales in Japan 1. Relevant Laws and Institutional Regulations (1) Regulations and Procedural Requirements for Importing to Japan The importing of coffee is subject primarily to 1) the Plant Protection Act, 2) the Food Sanitation Act, and 3) the Customs Act. Dried...
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...Commodity Research – Coffee Confidential: Not for distribution or publication The Coffee Market – a Background Study Oxfam: International Commodity Research – Coffee Confidential: Not for distribution or publication Acknowledgements This background study was written by Oliver Brown, Celine Charveriat and Dominic Eagleton. The authors want to thank the following persons for their useful comments: Mehmet Arda, Maria Jose Barney, Bart Ensing, Penny Fowler, Brian Lewin, Lamon Rutten, Denis Seudieu, Robert Simmons, Marcelle Strazer, Kevin Watkins, Michael Wheeler and Pete Williams. i Oxfam: International Commodity Research – Coffee Confidential: Not for distribution or publication EXECUTIVE SUMMARY '[When prices are low] , we sacrifice a lot in the way of clothing, tools and food. We can’t afford meat, we had to buy other parts of the animal which were inferior. We can’t eat eggs, or drink milk...When the children get ill we don’t have the money to take them to the doctor… One always lives with uncertainty, always in debt; it's always borrow here, borrow there; we live dependent on credit... Of course, there is no peace living with such uncertainty. You don't know whether to take out a loan or not because you could lose the money you've invested.’ Vitelio Menza, small coffee producer in Colombia1 Providing livelihoods to farmers in developing countries is a crucial challenge for reducing world poverty. When fairly priced, export crops, such as coffee or...
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...1. Coffee 1. Coffee This chapter defines coffee according to the H.S. code of the Tariff Schedule (Fig. 1-1), covering green coffee beans, regular coffee, instant coffee, and extracts, etc. Coffee beverages (excluding the products categorized as milk beverages) are discussed in the soft drink chapter instead of this chapter. Fig. 1-1: Scope of coverage for coffee in this chapter Item name Green coffee beans Regular coffee Instant coffee Coffee extracts, essensses Description Seeds prepared by removing the outer and inner skins and pulp from the fruits of coffee tree produce. They are dried in the next processing step. Roasted coffee beans prepared by roasting green coffee beans from coffee tree fruits. This category also includes coffee products prepared by grinding these roasted beans. Coffee in soluble powder, granules, and other solid forms prepared by drying extracts of roasted coffee beans. Concentrated extracts of coffee beans, which are used for industrial or processing purposes, such as canned coffee, coffee candies and other confectioneries, etc. H.S. code 0901.11-000 0901.12-000 0901.21-000 0901.22-000 2101.11-210 2101.12-121 2101.11-100 11-290, 12-110 12-122 I. Points to Note in Exports to and Sales in Japan 1. Relevant Laws and Institutional Regulations (1) Regulations and Procedural Requirements for Importing to Japan The importing of coffee is subject primarily to 1) the Plant Protection Act, 2) the Food Sanitation Act, and 3) the Customs Act. Dried...
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