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Green Mountain Coffee Roasters IncGreen Mountain Coffee Roasters currently has a revenue growth rate of 355 over the last 5 years This company is growing right along side the fastest growing portion of the of the coffee industry the high-end specialty coffee market Green Mountain is a product leader in this category they emphasize quality and enjoyment of their product Green Mountains target market is no question wholesalers Green Mountain has over 5000 wholesale accounts that currently account for 94 of their revenue In this marketing plan I thoroughly go through who their wholesale customers are the relationships they have with them and how they plan to use them in their overall strategy to obtain more customers in different market segments Also in this report I discuss the competitiveness of the industry Green Mountain is in as well as the opportunities threats and other outside influences that can have a positive or negative effect on the company In general this report is an overview of the company that is Green Mountain Coffee Roasters their industry target markets environmental influences competition and most importantly their strategy along with my critique Green Mountain Coffee Roasters began in 1981 as a small caf in rural Vermont Today the company boasts a 90000 square feet state-of-the-art distribution roasting facility in Waterbury Vermont where the company is based Green Mountain Coffee Roasters has a strong regional presence in the Northeast and is gaining Market share in other parts of the country It has an extensive wholesale operation as well as a direct mail and Internet businesses Green Mountain Coffee Inc is a leader in the specialty coffee industry The company roasts 60 varieties of high quality Arabica coffees including single-origin estate certified organic proprietary blends and flavored coffees that it sells all under the Green Mountain Coffee Roasters name brand The majority of their revenue comes from their aforementioned wholesale operation which services restaurant supermarket specialty food store convenience
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