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Green Mountain Coffee Roasters

In: Business and Management

Submitted By lacbrengath
Words 1118
Pages 5
COMPANY NAME/WEBSITE/INDUSTRY
Green Mountain Coffee Roasters, Keurig Coffee/ www.gmcr.com, www.keurig.com / Specialty Coffee-Coffee Makers
BACKGROUND/HISTORY
Green Mountain Coffee Roasters, Inc. is a leader in specialty coffee and coffee makers, is highly recognized for its award winning coffees, environmentally and socially responsible business practices, and innovative brewing technologies. Green Mountain Coffee Roasters was founded in 1981 by Bob Stiller in Waitsfield, Vermont. In 1993 GMCR goes public and stock opens at $10. In 2006 GMCR acquires Keurig Incorporated, a single cup brewing system for coffees, teas, hot chocolate and apple cider. Green Mountain Coffee Roasters has teamed up with some of the strongest beverage companies and have acquired and merged with several specialty brands such as, Starbucks and Dunkin Donuts. They have also have Keurig licensing the patents for creating the single-serving unit called a “K-cup.” In 2007 Larry Blanford took the position of CEO and President of GMCR while Bob Still remains as Chairman of the Board. 2012 Brain Kelley joined GMCR and was named President and CEO and still holds that position today (www.gmcr.com). Michelle Stacey is currently the president of Keurig Inc. As of December 28, 2013 GMCR net sales were $1,386,670 and their gross profit was $464,047(http://finance.yahoo.com).
SWOT ANALYSIS
Strengths:
* Strong brand name. * Unique and large variety of products in the coffee market. * Environmentally conscience. * Innovative products.
Weaknesses:
* Lacks an online presence. * K-cups made by one manufacture. * Single product line.
Opportunities
* Expanding to new markets, new products, and services. * Expand online market. * Expand suppliers.
Threats
* Expiring patents. * Instability in coffee growing regions. * Changing consumer tastes and trends.…...

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