Strategic Management - Green Mountain Coffee Roasters

8502 Words Oct 20th, 2008 35 Pages
1. QUESTION ONE
Undertake a SWOT analysis of the organization in the case.

A SWOT analysis of Green Mountain Coffee Roasters reveals the following :

1.1 Strengths

i. Product Consistency

By utilizing state-of-the-art roasting software, GMCR is therefore able to maintain their level of product consistency,

ii. Unique Products

Its key success is in differentiating its coffees. The coffee beans have been carefully selected and then roasting them in small batches to ensure consistency and to maximize their taste and flavor differences. This one of the reason why are the Green Mountain coffees is different from those of other specialty coffee companies. On the other hand, Keurig also gives Green Mountain access to the office and one-cup
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It featured distinctive, elegant packaging, prominent positions in grocery aisles and the same premium quality as that sold in its stores.

Starbucks is also partnering with Dreyer’s for branded ice cream, and Pepsi to distribute bottled Frappuccino.

Starbucks become the coffee supplier to 20 million passengers who fly United Airlines each year and mail-order sales division accounted for roughly 2 percent of total revenue.

iv. Seattle Coffee Company Acquisition

Starbucks acquisition of Seattle Coffee Company in the forth quarter of fiscal 2003 and increased warehouse club revenue due to growth in existing account. The increase was primarily attributable to the growth of the food service business as a results of the acquisition of Seattle Coffee Company and the growth in new and existing Starbucks food service accounts.

To conclude Green Mountain’s SWOT analysis, its resource strengths are limited, and the company is a so much smaller compared to the rest of the major coffee marketers, like Starbucks. However, it is carving out a market niche for itself and has done a commendable job of securing wholesale accounts.
2. QUESTION TWO
In your analysis of the organization’s strengths, be sure to identify the firm’s Core Competencies using the Value Chain.

M.Porter’s value chain is as follows :

Source : UK Education, Accounting For Strategic Management

According to
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