Marketing Analysis: A Case Study of Keurig Company

MBA 706 Marketing Strategy

Summer 2022 AP1Case Analysis 2 Keurig Instructions

Please note that there are two case studies for this assignment. Read the two

Cases: Keurig at Home & Keurig: From David to Goliath and complete this analysis. They were written by the same author, and the second case study was a follow-up to the first one.

Questions to be addressed in your case analysis: (Note: these questions are not the "key issues". Think of them as the leading/guiding questions of this case analysis, and answer them in the appropriate section(s) within your paper.)

·  What is the market potential of the current single serve coffee market?

· Where is it on the product life cycle curve - in the growth stage or maturity stage?

·  As the market leader, are there opportunities for growth in the future? What do you suggest Keurig do to maintain their market position and even grow? (Consider consumer preferences, competition, and the external environments – PEST)

Please focus on the brand Keurig, instead of the company Keurig, since the company Keurig has become Keurig Dr Peppers and now it is the eighth largest food and beverage company in the US

Please make sure to review the grading guidelines and rubric prior to working on this case analysis. Please include the following in your case analysis.

1.Cover page 

2.Summary of key marketing strategy issues.

3. Evaluation of key issues

4. Propose and justify your own solutions

5.Recommendations

6.References

7.Please apply marketing concepts or theories introduced in this course and you find from external sources.Case write-ups should be at least 5 pages not including cover page and reference page, double spaced, font size 12 in Times New Roman. Please submit it in MS Word format.