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商品編號： KEL021 出版日期： 2005/02/28 作者姓名： Anderson, Eric T. 商品類別： Marketing 商品規格： 19p 再版日期： 地域： United States 產業： Beverages 個案年度： 2003 - 2003
商品敘述：
In February 2003, President and CEO Nick Lazaris faces critical decisions on Keurig''s launch of a new consumer coffee brewing system. Keurig has successfully sold single-cup brewing systems through commercial distribution channels and is now expanding to the lucrative consumer segment. However, a meeting with key strategic partners six months prior to launch raised questions about the product design. This prompted the Keurig management team to revisit its decisions on product design, pricing, and the marketing plan. With six months to launch, what should the company do?
涵蓋領域：
Entrepreneurship;Marketing channels;Marketing planning;Product development;Design;Pricing strategy
相關資料：
Case Teaching Note, (KEL137), 14p, by Eric T. Anderson
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