Green Mountain Coffee Roasters Fair Trade Coffee - Essay Example

Green Mountain Coffee Roaster Inc. Introduction Green Mountain Coffee Roasters or now known as Keurig Green Mountain Inc. is a worldwide leader in the coffee and tea brewing industry and they have a unique brewing system known as the Keurig Brewing Technology which have been using for quite some time. They are socially responsible and investing in small coffee businesses in order to give them the opportunity to grow. They have revolutionized the whole coffee industry with their beverage preparation (Keurig Green Mountain, 2014).

This project will look into their marketing strategies which will specifically focus on their target market and the positioning strategy of Green Mountain Coffee Roasters.Target MarketSince Green Mountain Coffee Roasters is also known for investing in small coffee enterprises, their target market is therefore the main focusing on the business owner who like to entertain their consumers by providing them with the best brewed coffee so that they can understand the quality of their consumer satisfaction and hence go ahead in having business transactions with them.

Even, for the employees it is very refreshing to have coffee with a good brew. Apart from the business owners, when we look towards the consumer’s point of view, it is essentially meant for the families who like to have occasional get together and plan to drink coffee during those quality moments (Rudarakanchana, 2013). The young professionals who have the aspiration to start up with their own enterprises and be professional with their approach is also a target customer for them. Based on the target market, GMCR should also look forward to tapping the regions where there do not have their presence like the developing nations such as India and China.

Positioning StrategyThe demographic profile of the normal Green Mountain coffee consumer is not promptly accessible by means of market asset information; then again, a few industry patterns may be relevant to the GMCR target consumer. It is accepted that the target consumer is Caucasian and in their initial 20s and/or mid 40s. This consumer drinks a normal of 2-4 containers of coffee every day, which is a perfect focus for a solitary mug blending framework. Coffee inclination has a tendency to change by salary, with higher wage consumers inclining toward premium coffee products.

Higher wages are additionally connected to a higher ability to pay for more manageable product characteristics. Considering this, GMCR offers a few lines of natural and reasonable exchange K-Cups and entire bean/ground coffee choices and more maintainable bundling alternatives. GMCR consumers are determined to buy K-Cups and Keurig machines in view of key drivers, for example, mixed bag and accommodation that can be credited to the practical and passionate need expresses that the products offer.

GMCR consumers esteem their time and cash, need and expect a product mixture, and can be inspired to pay an up-charge of earth well disposed products. In view of the above coffee industry information, GMCR has a few practical, fleeting chances to grow the awareness of their products and hence market Share (Casey, Cleland, Gabriel, Knuckle & Ranjan, 2010).ReferencesCasey, G., Cleland, C., Gabriel, B., Knuckle, A., & Ranjan, S. (2010). GREEN MOUNTAIN COFFEE ROASTERS, INC - Integrated Company Analysis (1st ed., p. 4).

Madison: Wisconsin School of Business. Retrieved from http://business.library.wisc.edu/resources/kavajecz/10_Fall/GreenMountainCoffeeRoasters_Report.pdf Keurig Green Mountain,. (2014). Our Company. Retrieved 2 December 2014, from http://www.keuriggreenmountain.com/OurCompany/Overview.aspx Rudarakanchana, N. (2013). Green Mountain Coffee, Starbucks target international market. VTDigger. Retrieved 2 December 2014, from http://vtdigger.org/2013/05/09/green-mountain-coffee-starbucks-target-international-market/