Research Details

Abstract

In February 2003, President and CEO Nick Lazaris faces critical decisions on Keurig's launch of a new consumer coffee brewing system. Keurig has successfully sold single cup brewing systems through commercial distribution channels and is now expanding to the lucrative consumer segment. However, a meeting with key strategic partners six months prior to launch raised questions about the product design. This prompted the Keurig management team to revisit their decisions on product design, pricing, and the marketing plan. With six months to launch, what should they do?

Type

Case

Author(s)

Eric T. Anderson

Date Published

02/28/2005

Citations

Anderson, Eric T.. Keurig At Home. Case 5-105-005 (KEL021).

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