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Keurig is one of the leading companies in the coffee industry. The firm was founded in 1992, and it innovated the and commercialized technology whereby individuals were capable of allowing people brew a cup of coffee at a time. The company pioneered in revolutionizing the coffee industry through making sure that there was increased convenience, ease, and the coffee was enjoyable. The company has shown a lot of success in the past especially through the application of technology and the way it is structured. The case has highlighted on the progress the company and measures that it has undertaken do become a strong player in the market. The business-level strategy that is applied by the company has mainly focused on the differentiation. Differentiation entails the modification of the products or even packaging to ensure that they suit a wide range of the customers in the market. The applicability of differentiation as a business-level strategy appears to have made the company to become successful than it was before starting to apply the technology. The success of the business-level strategy in the company can greatly be attributed to the willingness of the company to implement the strategy. The other factor that can be associated with the success of the business-level strategy in the company it is its achievability (Kotler, 2015). Differentiation is a strategy the company has been able to achieve over the year thus contributing to its success in the market. Its applicability has also made sure that the company has expanded to different markets because there is something for everyone in the market. The goal is aimed at ensuring that the different needs of all the consumers
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