products and accessories appeal to the lifestyles of developed countries. The global competition in coffee pods includes the Nestle, Starbucks, Tassimo, and Senseo (Gretler, 2016). Nestle has maintained dominance of the global coffee pod market with the introduction of the Nespresso brand coffee pods and expresso machines in 1986 and the Nescafe Dolce Gusto single-serve coffee in 2006. Nestle’s strong-hold on the global coffee market is declining while new single-serve coffee producers are entering the global coffee market to include Starbucks, Senseo, and Tassimo. Nestle accounts for about 28 percent of the global coffee market, but is projected to face stiff competition from rival JAB Holding Co as a result of JAB’s acquisition of Keurig
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The global coffee market is booming and will continue to grow with the increasing global demand for the product. The expansion of Keurig’s coffee pods machines to Kuwait aligns well with the evolving coffee culture in Kuwait, the purchasing power of consumers, and the ambitions of JAB Holding Co to dominate the global coffee market. Key elements of Keurig Green Mountain’s business strategy include expanding beverage choice to consumers of owned and partnered brand options and to continue international expansion (Keurig Green Mountain, 2014). Kuwait has a huge coffee café market, but is severely lacking variety in-home and office coffee options. Keurig single-serve machines and coffee pods have the potential to meet and exceed the demand of consumers in Kuwait while also increasing global coffee market share for Keurig and …show more content…
This is important to Keurig’s expansion of K-cup into the global coffee market because it proves that Keurig has the potential to maintain consumer interest while also attracting new consumers regardless of competition in the market. Technavio (2016), conducted an analysis of the global instant coffee market from 2016-2019. The results of the analysis project that the global instant coffee market will grow at a CAPR of 5.26 percent from 2015 to 2019 (Technavio,
The global coffee market is booming and will continue to grow with the increasing global demand for the product. The expansion of Keurig’s coffee pods machines to Kuwait aligns well with the evolving coffee culture in Kuwait, the purchasing power of consumers, and the ambitions of JAB Holding Co to dominate the global coffee market. Key elements of Keurig Green Mountain’s business strategy include expanding beverage choice to consumers of owned and partnered brand options and to continue international expansion (Keurig Green Mountain, 2014). Kuwait has a huge coffee café market, but is severely lacking variety in-home and office coffee options. Keurig single-serve machines and coffee pods have the potential to meet and exceed the demand of consumers in Kuwait while also increasing global coffee market share for Keurig and …show more content…
This is important to Keurig’s expansion of K-cup into the global coffee market because it proves that Keurig has the potential to maintain consumer interest while also attracting new consumers regardless of competition in the market. Technavio (2016), conducted an analysis of the global instant coffee market from 2016-2019. The results of the analysis project that the global instant coffee market will grow at a CAPR of 5.26 percent from 2015 to 2019 (Technavio,