Keurig Green Mountain : Qatar Expansion Essay

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Keurig Green Mountain: Kuwait Expansion Keurig Green Mountain has revolutionized the coffee market in the United States and Canada. The company has developed the most innovative brewing technology that offered consumers a single-serving of a wide variety of specialty coffees, coffee makers, teas, and other beverages (Keurig Green Mountain, 2016). In the past two years, Keurig Green Mountain sales have declined in the United States. (Keurig Green Mountain, 2015). The U.S. single-serve coffee market is saturated with alternative coffee sources for consumers. Due to declining revenues and market saturation in the U.S. market, Keurig is looking to expand its coffee brand to Kuwait. Keurig was acquired by JAB Holding Company in December 2015 (WSJ, 2015). JAB Holding Company is looking to expand into the global coffee market to compete with Nestle which is the leader of the global coffee market. The expansion of K-cups and brewing machines to Kuwait will provide an opportunity for Keurig Green Mountain to recover from declining sales in the U.S. market and for JAB Holding Co to gain a competitive position in the global coffee market. The focus of the Keurig expansion to Kuwait is to enter the K-cup and coffee machine sales market to provide the country of Kuwait with a variety of specialty coffee selections to meet consumer demand in the region. This means that it is imperative for Keurig to develop strong business relationships with coffee distributors, suppliers, local

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