Liberty University Final Group Paper BUSI520 –B21 Jeffrey Wietholter, Nathaniel Martin, Richard Oros, John Rafoss, Kevin Staples March 7, 2012 Executive Summary Keurig is today’s fastest growing home and business single cup coffee maker. Their invention of the single K-Cup coffee roasting product has revolutionized the coffee industry. Keurig today is a subsidiary of Green Mountain Coffee Roasters (GMCR). GMCR prides itself on producing premium all natural coffee beans and is now providing the coffee for Keurig’s K-Cups. Written below is an integrated marketing analysis of Keurig’s current business.
Next is Coffee; coffee was made about 1000 A.D in Arabian peninsulas. To Arabs coffee was the healthier way to drink alcohol. Then tea, which was used in daily life in China before England used it to get more money and greater power. Last is Coca-Cola; this soft drink is a symbol of the United States. This drink made America part of the super power countries.
When Tom Standage states that "Drinks have had a closer connection to the flow history than is generally acknowledged, and a greater influence on its course", I think what he is trying to say is that a drinks power is underestimated in society. In reality, drinks make up most of society. They have paved the way for thousands of years and i don't think that people realize this. Take coffee for instance. Today we have coffee with friends, business associates, and family.
Keurig Marketing Strategy Target Market While Keurig decided whether or not to launch their product into the at-home market, they did some market research to and looked at the statistics for the United States retail at-home coffee market. The 12 found represented an enormous opportunity for Keurig. In 1996, gourmet coffee sales were at $2,200 million. Four years later, in 2000, the gourmet coffee sales had increased by 40 percent to $3,100 million. Also, in 2000, approximately 320 million pounds of gourmet coffee were sold in the United States, a 25.5 percent increase in pound consumption by volume from 1996.
Most people depend on morning coffee to boost up their energy. Coffee becomes one of the most high demand products in trading. There are hundreds of coffee brands in the U.S, but no company has made a big global success like Starbucks did. In fact, Starbucks is the most favorite coffee brand not only in the U.S, but also in the world. The book “Pour Your Heart Into It” was well written by the former chairman and C.E.O of Starbucks - Howard Schultz narrated his personal life along with all good and bad times of Starbucks in building a business.
These goals have allowed Starbucks to achieve such success in both the domestic and global markets. Analyze the influence of global economic interdependence and the effect of trade practices and agreements In 2000, many activists were pressuring Starbucks to support Fair Trade coffee in their stores. Shortly after, “As a result, on October 4 Starbucks introduced whole bean Fair Trade Certified coffee at over 2,300 stores, which brought the number of Fair Trade outlets to almost 5,000 nationwide” (www.globalexchange.org). The Fair Trade movement involves the public forcing big name coffee house chains, such as Starbucks, to purchase their whole beans directly from the cooperative farmers and pay them a decent price that allows them to earn a
You want your LDL to be high and HDL to be low ("High cholesterol Definition - Diseases and Conditions - Mayo Clinic," 2014). The test we perform to check cholesterol levels will measure triglycerides, cholesterol, HDL, and LDL for a complete look at cholesterol ("Triglycerides: Why do they matter? - Mayo Clinic," 2012). Triglycerides are a type of fat or lipid that is found in your blood and can up your risk of heart disease. When you eat, your body automatically turns any calories it doesn’t currently need into triglycerides and stores it in your fat cells to use for energy in between meals.
Ceje Davis American Intercontinental University Unit 5 Individual Project MKTG 205 – Principles of Marketing 12/14/2014 Abstract Starbucks Incorporated has become a regular from the coffee shop to your own home, and even across the world. The company wide marketing as worked for the last 30 years and will continue to grow as coffee becomes more popular around the world. Starbucks Incorporated Introduction Starbucks is an international coffeehouse franchise company headquartered in Seattle, Washington. It is the world’s largest coffeehouse and coffee chain with 11,500 stores in the United States, and more than 20,000 stores worldwide in 55 countries. Starbucks locations serve hot and cold beverages, whole-bean coffee, micro- ground instant coffee, full leaf teas, pastries, and snacks.
Initially it was the rich Brahman families who consumed coffee. However with the growing Indian economy and the middle class ready to spend more and adopt global lifestyle and culture, coffee shops have become more and more popular. According to EuroMonitor, the coffee retail industry in India is over $185 million and it is growing at an annual compound rate of 25%. Currently there are around 1500 outlets in India. The main reason for this explosive growth is the growing youth segment of India.
For employees, Starbucks has created a partnership attitude and a “Special Blend” (Working at Starbucks, 2011) of benefits. Workdays routinely start with coffee tastings with your partners while having an open forum for any questions, issues or new idea suggestions. All efficiency ideas are presented to the management for feasibility. The corporate philosophy is that the best decisions are made in each individual store; focus groups at the corporate level are discouraged. Employees can create their own “special blend” of benefits including retirement plans, stock purchase plan, adoption assistance, a free pound of coffee each week, paid time off and bonuses.