Case Detail

Case Summary

Keurig At Home

Case Number: 5-105-005, Year Published: 2005

HBS Number: KEL021

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Key Concepts

Product Development, Distribution Channels, Pricing Strategy, Marketing Planning, Entrepreneurship


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?

Number of Pages: 20

Extended Case Information

Teaching Areas: Marketing

Teaching Note Available: Yes

Geographic: United States

Industry: Beverage

Organization Name: Keurig

Organization Department: At Home

Organization Size: Small

Decision Maker Position: CEO

Decision Maker Gender: Male

Year of Case: 2003