Green Mountain Coffee Roasters is a publicly traded brand of coffee located in Waterbury Vermont. They specialize in organic, fair trade, and specialty gourmet coffees. (1) Keurig is a wholly owned subsidiary of Green Mountain Coffee Roasters, Inc. (2) Keurig sells many of their coffee varieties as K-Cups. Keurig, is a North American coffee brewing company that produces coffee brewers for both home and commercial use in a single cup. Green Mountain Coffee Roasters actually ranked # one in "The Best Corporate Citizens" in 2006 and 2007. (3) Green Mountain Coffee Roasters began in 1981 as a small café in Waitsfield Vermont where they roasting and serving coffee.In 1993, Green Mountain Coffee Roasters went public and is listed on the NASDAQ Global Select Market under the stock symbol GMCR.(4) Briefly describe the company in the case study. What is their primary business, who were the officers or key players described in the case study? If the case study company is currently in business, list the company’s current CEO, total sales and profit or loss for the last year where data is available. Identify key events or phases in the company’s history. Describe the performance of this company in the industry. Visit the company’s website and use http://finance.yahoo.com and or some other financial search engine to find this data.
Using the information in the case study, perform a SWOT analysis on this company. Remember Strengths and Weaknesses are internal to the company. Opportunities and threats lie outside of the company and are in the external environment. Summarize your key points in a SWOT matrix. (25 points)
ANALYSIS VIA PORTER’S FIVE FORCES MODEL
Analyze the competitive environment by listing the threat of new entrants, the bargaining power of buyers, the bargaining power of suppliers, the threat of substitute products and services, and the intensity of rivalry among competitors in the industry (Chapter 2). Summarize your key points in a...
References: (1) http://en.wikipedia.org/wiki/Green_Mountain_Coffee_Roasters
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