Keurig Mission Statement

Keurig is known for its convenience factor and high quality coffee. In order, to maintain and grow our market share it will be essential for our business to adopt to the demands of the millennials who are increasingly concerned about sustainability and are accustom to timely, if not instant, gratification. Therefore, it is going to be our goal in creating a recognizable Keurig product that reflects these ideals. It is for that reason our new product will be called Keurig E-Smart. This product’s foundation is built upon the idea of sustainability, and like all of Keurig’s products convenience. The first major difference in E-Smart is that K-Cups are no longer used in the machine. The coffee will still be pods, due to the convenience

Each product will be accessible through the use of a downloadable smartphone application. Through this application users will be able to turn their machines on and off from remote locations. Additionally, the machine will have a self-timer, so that it will turn itself off after a determined amount of time. This feature will save a tremendous amount of energy compared to the current machines. Additionally, the smart phone application will have a larger impact on the product than just being able to turn the machine on and off. Through the application the owner will also be able to brew a cup of coffee from any location. While Keurigs are already known as being a convenience product, this feature is targeted toward the Millennial generation who is the largest user of smartphone applications (Gailewicz 2014). As a company, we are predicting the number of smartphone application users to only grow with time and therefore want to be adopting to this technology relatively soon. In addition, to brewing coffee, the application will allow for users to create an automatic schedule for their brews. This feature will allow for individuals who are constantly on the go, or busy with children to not have to think about brewing coffee because the machine will automatically start at the designated time. In order to accommodate for this new feature there new machine will be slightly larger in size allowing for an automatic filling shoot to be added. This shoot will automatically insert a new pod of coffee into the machine before brewing. Nevertheless, the current method of the user inserting the pod into the machine will still be supported. Furthermore, the automated shoot will also be removeable for consumers who prefer the sleeker look of their Keurig. The Keurig E-Smart will redefine the coffee making industry, especially for in home use. The product will continue to produce high