Week 6 Case Study
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Week 6 Case Study

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Short excerpt:

Green Mountain Coffee Roasters (GMCR) is a coffee company and brand that owns several popular subsidiaries including the relatively new Keurig, which is a key player in the emerging single-cup home system market. The organization has established several key strategic partnerships as a result of the Keurig acquisition, including deals with Starbucks and Dunkin' Donuts to offer single servings of their hot beverages on an exclusive basis. These alignments allow GMCR to take advantage of the massive popularity and advertising power of both brands, while also benefiting from the extreme customer loyalty that is associated with Dunkin' Donuts. Additionally, the Starbucks association provides access to a large number of coffee drinkers who have yet to purchase a single-serve system (Funk, 2012).

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