Randlett - 1

Keurig Green Mountain – United Kingdom Expansion

For this project, the hope is to successfully extend the sales and operations of

Keurig Green Mountain and its products into a new market in the United Kingdom. There

are two main inspirations for why Keurig could benefit from this particular international

expansion. First, Keurig’s product line has expanded since joining with Green Mountain

Coffee Roasters to serve a wide variety of quick-serve and home-brewed hot beverages.

While a mild stereotype, the tea drinking culture of England and the United Kingdom as a

whole is prolific enough to where companies like Keurig should look at it as a top choice

for international expansion. Second, Keurig now has an ingrained European connection

since it was acquired by JAB Holdings, based out of Luxembourg, in 2015. This can be

considered an even greater justification for Keurig to experiment with sales and

marketing tailored to a major European market such as the United Kingdom. Analysis

and research for this expansion project while utilize sources including, but not limited to,

the following:

The World Factbook – Central Intelligence Agency: This is an online

database/almanac for the trends, statistics, and demographic information on virtually all

established countries on the Earth, including the United Kingdom. This array of

information will be used to understand what the basis of United Kingdom-centric

marketing will need to take into consideration.

Forbes: Forbes’ website is rich with informative articles on both Keurig activities in

general as well as information on the pivotal 2015 purchase of Keurig by JAB Holdings.

Understanding this event will help supplement the imperfect information that is available

for Keurig since they went private under JAB.

 Randlett - 2

Using these and other relevant sources, it is going to be a very interesting journey

analyzing the capabilities of Keurig, the opportunities of the United Kingdom’s hot

beverage market, and the intersection of the two. The lack of information due to the

switch back to a private corporation will be something to overcome in the research

process for Keurig, but this should be compensated by such authoritative/legitimate

sources as the ones listed above. This project will hopefully prove to be fruitful in

showing that Keurig and the United Kingdom are an ideal match with products and

consumers.