A. Response #1: Describe this response and explain how it meets your identified
challenge.
Our first response to the challenge of the K-cup patent expiring would be to
re-brand Green Mountain Coffees image within the confines of its future business
model. They have already begun this process with the recent announcement of its
soon to be name change, “Green Mountain Keurig.” (Gasparro) Yet this alone will not
be enough to combat the increasing competition within its niche market of specialty
coffee, and Keurig machines. What our team is suggesting is to focus its marketing,
and brand image around its latest project: the Keurig Cold System. This new
machine will be able to produce a wide variety of cold beverages for the consumer,
for which, the CEO’s hopes it will one day replacing canned soda. (Kowitt).
This response would help overcome the challenge of Green Mountains patent
loss by diverging from the sole production of coffee products and appliances, and
extending itself into new markets. By establishing its presence as the first Cold
Keurig System provider, the expectations can be closely matched to its success with
its original Keurig system.
1. Consumer Behavior analysis for response #1: Identify the role you expect
consumers to play in this response and identify any opportunities and challenges.
