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”). 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 seventh 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 or you find from external sources. Please do not rely on the information provided in the case studies 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. This case assignment is submitted via Turnitin. Please make sure the similarity percentage of your submission is below the 15% threshold. You can revise and resubmit before the deadline. Submissions not meeting the 15% or less threshold by the due date/time will receive zero points. This case assignment is due Sunday, September 26th by 11:59 . CST. Late submissions will not be accepted and will receive zero points. For more information regarding how the cases will be graded, please refer to the case analysis grading rubric.Show more
