Executive Summary         discolor Mountain coffee bean Roasters, Inc is growing chasten along side the fastest portion of the coffee industry, the mellowed-end specialness coffee food market. Green Mountain is a product attraction in this category; they emphasize quality and enjoyment of their product. Green Mountains target market is no heading wholesalers. Green Mountain has over 5,000 wholesale accounts that soon account for 94% of their revenue. In general this report is an overview of the lodge that is Green Mountain Coffee Roasters, their industry, target markets, environmental enchants, competition, and most importantly their strategy.
        Green Mountain Coffee Roasters began in 1981 as a small café in rural Vermont. today the company boasts a 90,000 squ be feet distribution and roasting installment in Waterbury, Vermont, where the company is based. Green Mountain Coffee Roasters has a strong regional presence in the Northeast and is gaining market share in other parts of the country. It has an extensive wholesale operation as well as a order mail and Internet business. Green Mountain is a leader in the intensity level coffee industry. The company roasts 60 varieties of high quality Arabica coffees including organic blends and flavored coffees that it sells under the Green Mountain Coffee Roasters Brand name.
The majority of their revenue comes from their wholesale operation, which services restaurants, supermarkets, specialty food stores, convenience stores, hotels, universities, airlines, and offices.
        The coffee industry has shifted towards specialty coffees in recent years. Consumer education, wider availability, and the emergence of up scale coffee shops passim the country have driven the demand for these specialty coffees that are higher priced than normal coffees. According to the National Coffee Association, quaternity out of five American consumers consider themselves coffee drinkers; on average an estimated 400 million cups of coffee are consumed in the U.S. each day. Specialty coffees...
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