Posted by & filed under Part 1 Business in a Global Environment, Part 4: Marketing Management, Part 6 Managing Financial Resources.

Description:   Shares in Green Mountain Coffee Roasters Inc (GMCR.O) tumbled 14 percent on Friday, on fears that it may lose its near monopoly in the U.S. single-cup coffee market after partner Starbucks Corp (SBUX.O) outlined plans to launch a rival coffee and espresso machine.


Date: 03/09/2012


Questions for discussion:

  • Why have share values of the firm fallen?
  • How would you expect this part of the industry to develop?
  • What strategic thinking would you suggest?

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