Keurig and Green Mountain Coffee Roasters Case...

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Kimberley AlvarezB483:08July 17, 2018Keurig and Green Mountain Coffee Roasters Case AnalysisSituationKeurig is a start-up company founded in 1992 which produces coffee brewing systems for consumer and commercial channels. Keurig’s single serve “k-cups” provided value to consumers as it preserved the coffee’s freshness. After creating their own brewing line, True North, the founders, Ian Greenwood and Peter Dragone set out to secure funding. Unfortunately, many of the investors the approached passed onthe deal, but they managed to secure a small loan. In 1994, Keurig partnered with both Dunkin Donuts and Vermont based Green Mountain Coffee Roasters (GMCR) for research and development. By 1997 Keurig’s leadership changed a few times and was on their third CEO, Nick Lazaris. Under Lazaris’ leadership, Keurig was preparing to launch the following year. Mr. Lazaris considered a few strategies: License their K-Cup Technology Produce the K-Cups through their True North BrandMr. Lazaris is scheduled to meet with GMCR to discuss a possible licensing deal. He must determine

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