Author:
Liang Shicheng,Wang Yuhan,Yang Junjie
Abstract
Keurig Green Mountain Inc., the former name Green Mountain Coffee Roasters, is well-known for leading in making coffee makers and also offers a large variety of coffees and fast brews. In 2006, the company finished the acquisition of Keurig Inc, buying the remaining 65 percent of its interests for $104.3 million, and eventually changed its name to Keurig Green Mountain Inc. in 2014. In 2015, Bart Becht, Chairman at JAB Holding Company, announced the acquisition of Keurig Green Mountain Inc to obtain the U.S. market. In addition, the company acquired Dr Pepper Snapple Group to capture more market share in the North America Market. Using a case study approach, this study explores the current state of marketing in the coffee retail industry using Keurig as a backdrop, identifies problems with its marketing, and makes guiding recommendations. On the one hand, this study can improve the literature on marketing in the retail industry. On the other hand, this study serves as a guide for other companies marketing strategies.
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