Keurig Green Mountain SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 1668
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SWOT Analysis of Keurig Green Mountain with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Keurig Green Mountain

Parent Company

Keurig Green Mountain, Inc. (GMCR)

Category

Coffee FMCG

Sector

Food and Beverage

Tagline/ Slogan

Brew a better day

USP

400 different varieties of coffee and other beverage selections

STP

Segment

Commercial and Home

Target Group

Business owners, young busy professionals

Positioning

A reason to get together and make every glass a special occasion

SWOT Analysis

Strengths

1. Strong partnership support
2. Strong brand equity as it was known as Green Mountain Coffee earlier

3. More than 400 coffee and beverage options at offer

4. Company image is built on sustainability initiatives which is included in their operations and supply chain related activities

5. Over 6000 people are in the workforce

6. Strong acquisitions have enabled the brand to grow

7. Significant CSR activities have added to the brand value and loyalty

Weaknesses

1. Dependence on a single China-based manufacturer for single cup brewers
2. Dependence on a few big retailers for a considerable chunk of revenue can be a concern

Opportunities

1. Expand in overseas market
2. Extension into functional drinks market
3. Expansion into other related verticals like ice creams and energy drinks

Threats

1. On-the-go coffee shops
2. Price of unroasted coffee beans can fluctuate widely in agri-trading markets

3. Intense competition means low brand loyalty

Competition

Competitors

1. Maxwell House
2. Starbucks

3. Eight O’Clock Coffee

4. Dunkin’ Donuts

5. Folgers



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