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A marketing case study focusing on the brand Keurig and the at home single serve coffee market.

Date Posted: 27/09/2020
Category: Business
Due Date: 27/09/2020
Instruction
Please note that there are two case studies for this assignment. They were written by the same author and the second case was a follow-up to the first one. Read the two Cases: Keurig At Home & Keurig: From David to Goliath, and complete this analysis. Please consider the following as guiding questions in your case analysis, and make sure to address these questions in your paper. 1. What is the potential of the current (i.e., as of 2020) single serve coffee market? 2. Where is it on the product life cycle curve - in the growth stage or maturity stage? 3. As the market leader, are there opportunities for growth in the future? What do you suggest Keurig to maintain their market position and even grow? Hint 1: Please focus on the brand Keurig, instead of the company Keurig, as the company Keurig has become Keurig Dr Peppers and now it is the seventh largest food and beverage company in the U.S. Hint 2: Consider the consumer preference, competition, and external environments (PEST). Also, please include the following in your analysis. 1. Case Overview 2. Identify and summarize the key marketing strategy issues. 3. Evaluate the key issues. 4. Propose your own solutions/make thorough recommendations on how the issues should be handled. 5. Justify the solution(s). 6. You should apply marketing concepts/theories introduced in this course or you find from external sources. Please do not rely on the information provided in the case alone. You should conduct your own research when analyzing the case. Case write-ups should be at least 5 pages not including cover page and reference page, double spaced, 12 font size in Times New Roman. Please submit it in MS Word format.
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