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Unformatted text preview: KEURIG AT HOME: CASE ANALYSIS Facts about the case : Keurig Inc. was founded to develop an innovative technique that would allow coffee lovers to brew one perfect cup of coffee at a time. It developed and patented single portion pack and a revolutionary new coffee brewer. Its first brewers were initially targeted towards the office coffee service market. In February of 2002, however, its ownership structure changed enabling it to raise $10 million in capital to expand into the at-home coffee service business. A year later, it developed a new model known as the B100 system and planned to launch the product in the at-home market. Before its launch however, 42% owner, GMCR made a proposition to alter the at- home portion of the coffee pack known as a K-cup and gave several compelling reasons. Keurigs original commercial design of the K-cup brewer featured a system that worked in the following...
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- Spring '10