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.
Introduction: I am investigating the social norms of coffee and how it is affecting the younger generation. It has become a substantial part of our everyday lives; it has become its own culture. In a young adults life they can become addicted early on because coffee isn’t just milk and sugar anymore. There are pumpkin spice lattes and peppermint mochas in order to lure in younger consumers. With infinite drink variations, it leaves people’s mouths yearning for more.
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.
Team D obtained Starbucks annual report and SEC filings for the past two years and has compiled ratio data and analysis of current ratio, debt ratio, return on equity, and average days receivable. Corporation Ethics and Compliance Starbucks rely on the worldwide popularity of coffee to lure their customers into their stores and also offer a variety of small food and snack based items. Starbucks has also recently introduced itself in the supermarket with a ready to brew brand of Starbucks coffee. This worldwide corporation has 17,000 stores and is a growing business inside and outside of the U.S. The role of ethics and compliance within Starbucks financial environment is a big part of the company’s business model.
Dunkin served coffee at its stores already and believed they had great tasting coffee. Dunkin reassessed its primary product and made the switch from doughnuts to coffee. Dunkin also had the edge in pricing on its competitors. Dunkin Donuts coffee is cheaper than the competitors that appeals to most people. However, Dunkin did not sacrifice the quality of its coffee in trying to make it even cheaper.
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.
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.
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.
The trio was influenced to open a coffee store by Alfred Peet, owner of Peet’s Coffee and Tea. He imported specialty coffees and teas to his Berkeley, CA store introducing freshly roasted dark bean coffee to his American customers. Peet helped educate Siegel, Bowker and Baldwin on high quality coffee and how to roast the coffee beans. In the early 1980s, Zev Siegel removed himself from the business to pursue other careers. At this time, Starbucks grew to four stores in the Seattle area.
Everyone drinks coffee as they please, at the hours that they want during the day, more or less strong and with or without sugar. It depends of personal tastes. Each year, Germans drink about 6,7 kg of coffee, these are like 4 cups in one day. Shortly it is a lot. For that reason in Germany the companies that sell coffee have had success on this kind of market, and they manage an important business.