Keurig Mission Statement

The name Keurig means excellence in Dutch, Keurig was launched in 1990 by Peter Dragone and John Sylvan. The main problem they were trying to solve with Keurig is making it easy to make fresh coffee anywhere, whether it is in the office or at home. The other problem that Dragone and Sylvan were trying to solve was to eliminate the hassle of brewing coffee in a pot instead of a cup. They acquired money to get the product made from different venture capitalist and after 8 years Keurig was developed; an industrial-strength, single-serve machine that offered a perfect cup of coffee or tea every time. In 2006 Keurig became a wholly owned subsidiary of Green Mountain Coffee Roasters. The company has grown tremendously with new brewing technologies and expanded their flavor selection. Keurig upholds its mission statement (Brewing

They had to change that strategy and adopt a multichannel strategy that provided more exposure to consumers. One of the competitive advantages that Keurig has is its technology that can brew a single cup with ease. Thus, all it takes are simple steps like placing a pod into a holder, then closing the lid, followed by pushing a button, then magically coffee would pour into a cup. Although there were many other competitors in the marker that had the same technology that Keurig had, what set Keurig apart was the ability of for consumers to use their own coffee through the My K-Cup. The K-Cup was sold separately form the Keurig machine and it allowed the consumers to add ground coffee from their favorite roaster and still have a single serve service. However, eventually competitors imitated this feature to compete with Keurig. One of the major problems that Keurig faced throughout the years is that more and more companies started to imitate their competitive advantage and go far and beyond to make better coffee