Green Mountain Coffee Roasters Essay 2022
Added on 2022-10-15
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Running Head: OPERATIONS 1
Operations
Name:
Green Mountain Coffee Roasters
Operations
Name:
Green Mountain Coffee Roasters
OPERATIONS 2
Abstract
This essay offers details about the Green Mountain Coffee Roasters attempts to maintain
the sustainable business practices by incorporating the Vue technology in manufacture of their
brewing systems. It also provides and analysis of how the GMCR maintained high profitability
by supplying single-cup coffee. Finally, it addresses the issue of Green Mountain’s Coffee
Roasters main competitor Starbucks which announced that they would also start selling single-
cup coffee machines.
Q1.
In two thousand and two, GMCR introduced sales of the Newman’s Own Organics coffee
inform of k-cups. This advance gave GMCR access to the Sam’s club, Costco and BJ’s. The
collaboration with Newman’s Own Organics gave GMCR a chance to make Fair Trade Certified
organic coffee accessible to all consumers. This made the green mountain the leader in the
organic coffee market and consequently Newman’s Own Organic made it to the top of the list as
one of the largest and fast-growing national brand for coffee in the united states. In the years
2007, GMCR gained access to the Midwestern market by signing an agreement that licensed
them to sell Caribou Coffee. In the years 2009, green mountain was able to obtain the Tully’s
Coffee, a brand and a wholesale business which was well respected and operated in the
Northwest of the Pacific. Also in the same year, Green Mountain was able to obtain the brand
Timothy’s World Coffee which was positioned in Toronto, Canada. This acquisition
incorporated the Timothy’s World Coffee, Kahlua Original brands and Emeril’s. This step
opened the company’s door into the international market. Green Mountain using its new products
development and marketing strategies, expanded nationally their college, supermarket and
university food service accounts. At the end of this years, 2009, Green Mountain has acquired
eight thousand five hundred supermarkets, two hundred and forty colleges and also university
accounts. The Gombe Reserve coffee found in Tanzania owned by GMCR was the one branded
first with the Goodall’s seal that implied, GMCR did not only advocate for better pay for all
coffee farmers but it was also dedicated to protecting the environment and the wildlife in the
planet as a whole. This is because, the Gombe national park is next to where Coffee is grown in
Tanzania and hence farmers have to live together with the chimpanzees. Therefore, GMCR’s
outreach program give the farmers the incentive to protect the forest while having a stable
Abstract
This essay offers details about the Green Mountain Coffee Roasters attempts to maintain
the sustainable business practices by incorporating the Vue technology in manufacture of their
brewing systems. It also provides and analysis of how the GMCR maintained high profitability
by supplying single-cup coffee. Finally, it addresses the issue of Green Mountain’s Coffee
Roasters main competitor Starbucks which announced that they would also start selling single-
cup coffee machines.
Q1.
In two thousand and two, GMCR introduced sales of the Newman’s Own Organics coffee
inform of k-cups. This advance gave GMCR access to the Sam’s club, Costco and BJ’s. The
collaboration with Newman’s Own Organics gave GMCR a chance to make Fair Trade Certified
organic coffee accessible to all consumers. This made the green mountain the leader in the
organic coffee market and consequently Newman’s Own Organic made it to the top of the list as
one of the largest and fast-growing national brand for coffee in the united states. In the years
2007, GMCR gained access to the Midwestern market by signing an agreement that licensed
them to sell Caribou Coffee. In the years 2009, green mountain was able to obtain the Tully’s
Coffee, a brand and a wholesale business which was well respected and operated in the
Northwest of the Pacific. Also in the same year, Green Mountain was able to obtain the brand
Timothy’s World Coffee which was positioned in Toronto, Canada. This acquisition
incorporated the Timothy’s World Coffee, Kahlua Original brands and Emeril’s. This step
opened the company’s door into the international market. Green Mountain using its new products
development and marketing strategies, expanded nationally their college, supermarket and
university food service accounts. At the end of this years, 2009, Green Mountain has acquired
eight thousand five hundred supermarkets, two hundred and forty colleges and also university
accounts. The Gombe Reserve coffee found in Tanzania owned by GMCR was the one branded
first with the Goodall’s seal that implied, GMCR did not only advocate for better pay for all
coffee farmers but it was also dedicated to protecting the environment and the wildlife in the
planet as a whole. This is because, the Gombe national park is next to where Coffee is grown in
Tanzania and hence farmers have to live together with the chimpanzees. Therefore, GMCR’s
outreach program give the farmers the incentive to protect the forest while having a stable
OPERATIONS 3
economy (Tian, Freeman, Corey, German & Barile, 2018). By so doing, Green Mountain gains
access to the best region that can allow Quality-Arabic coffee to be grown. All these
collaborations lead to the success of GMCR and hence increased profits (Wasserman & Trosten-
Bloom, 2017).
Q2.
Green Mountain Coffee introduced the standard brewing method for Keurig Single-cup.
This is done by putting coffee and sealing it in plastic in a way that it is possible to burst out
neatly into a coffee marker for single-serve. These packages are petroleum based and are also
disposable. Twenty-seven percent of the coffee that is currently being shipped by Green
Mountain Coffee is fair trade certified and the figure is on the rise. GMC joined with Newman’s
Own Organics to so as to broaden the market for fair trade coffee. GMC claims that putting the
fair trade coffee in the K-cups, is a way to popularize the fair trade coffee and also help
communities that grow coffee. Other products from Green Mountain Coffee are packaged in
bags that are made from PLA, which is a corn-based bioplastic (Anthony, Riley & Keith-Lucas,
2018). This step led to the company cutting their solid waste by nineteen percent when they
composted the organic waste from their production procedures. GMC collaborates with
nonprofits organizations like Heifer International to provide grants that aid in poverty reduction.
K-cups used by GMC are made from plastic based on petroleum, combined with a coating of
polyethylene, an inside filter paper and topped with aluminum. This package maintains the
freshness of the coffee but in the process makes it difficult to reuse (Grabs & Ponte, 2019). GMC
reports that two and a half million cups are brewed every day and the formed around half of their
net sales last year. This means that the K-cups contribute greatly towards the success of GMC.
When it comes to sustainability of GMC products, the company identifies that they already
recognize the K-cups as their major challenge when it comes to environmental challenges. They
have therefore put in place a lifecycle analyst to help them compare drip brew to the K-cups. It is
highly unlikely for GMC to eliminate the use of K-cups since they have been associated with
half of their net sales (Caplan, Dutta & Marcinko, 2017).
Q3
Business practices that are viable economically, responsible socially and environmental
friendly can be termed as sustainable. Organizations achieve sustainable economic values by
economy (Tian, Freeman, Corey, German & Barile, 2018). By so doing, Green Mountain gains
access to the best region that can allow Quality-Arabic coffee to be grown. All these
collaborations lead to the success of GMCR and hence increased profits (Wasserman & Trosten-
Bloom, 2017).
Q2.
Green Mountain Coffee introduced the standard brewing method for Keurig Single-cup.
This is done by putting coffee and sealing it in plastic in a way that it is possible to burst out
neatly into a coffee marker for single-serve. These packages are petroleum based and are also
disposable. Twenty-seven percent of the coffee that is currently being shipped by Green
Mountain Coffee is fair trade certified and the figure is on the rise. GMC joined with Newman’s
Own Organics to so as to broaden the market for fair trade coffee. GMC claims that putting the
fair trade coffee in the K-cups, is a way to popularize the fair trade coffee and also help
communities that grow coffee. Other products from Green Mountain Coffee are packaged in
bags that are made from PLA, which is a corn-based bioplastic (Anthony, Riley & Keith-Lucas,
2018). This step led to the company cutting their solid waste by nineteen percent when they
composted the organic waste from their production procedures. GMC collaborates with
nonprofits organizations like Heifer International to provide grants that aid in poverty reduction.
K-cups used by GMC are made from plastic based on petroleum, combined with a coating of
polyethylene, an inside filter paper and topped with aluminum. This package maintains the
freshness of the coffee but in the process makes it difficult to reuse (Grabs & Ponte, 2019). GMC
reports that two and a half million cups are brewed every day and the formed around half of their
net sales last year. This means that the K-cups contribute greatly towards the success of GMC.
When it comes to sustainability of GMC products, the company identifies that they already
recognize the K-cups as their major challenge when it comes to environmental challenges. They
have therefore put in place a lifecycle analyst to help them compare drip brew to the K-cups. It is
highly unlikely for GMC to eliminate the use of K-cups since they have been associated with
half of their net sales (Caplan, Dutta & Marcinko, 2017).
Q3
Business practices that are viable economically, responsible socially and environmental
friendly can be termed as sustainable. Organizations achieve sustainable economic values by
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