Green Mountain Coffee
The coffee industry is only moderately attractive. The bargaining power of buyers is relatively high for a few reasons. There is a fairly low level of differentiation in the coffee business, so consumers are apt to substitute one coffee for another if the price is not right. In addition, the bargaining power of suppliers is relatively high, since coffee is traded on the global commodities market. Green Mountain does not have the size to move the coffee market, although some competitors like Nestle might. There is only a moderate threat of substitution, since coffee's attractiveness is both the caffeine and the ritual. Tea is the closest substitute, and it is possible that cigarettes could be a substitute, though it is more likely that they will be a complement. The threat of new entrants is high, since there are few serious barriers to entry. This has worked in Green Mountain's favor. The intensity of rivalry with the industry is moderate. Coffee is dominated by a handful of companies, but most are conglomerates who can exit the business. All told, the coffee industry is at best moderately attractive, with medium to high pricing pressures on all sides.
2. In order to generate revenues and profits in this challenging environment, Green Mountain...
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