Note that there are two case studies for this assignment. Read the two Cases: Keurig at Home & Keurig: From David to Goliath and complete this analysis. They were written by the same author, and the second case study was a follow-up to the first one.
Questions to be addressed in your case analysis: (Note: these questions are not the “key issues”).
What is the market potential of the current single serve coffee market?
Where is it on the product life cycle curve – in the growth stage or maturity stage?
As the market leader, are there opportunities for growth in the future? What do you suggest Keurig do to maintain their market position and even grow? (Consider consumer preferences, competition, and the external environments PEST)
Please focus on the brand Keurig, instead of the company Keurig, since the company Keurig has become Keurig Dr Peppers and now it is the eighth largest food and beverage company in the US.
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