Green Mountain Coffee Company’s Marketing Strategy

Marketing strategy for Green Mountain Coffee

Offering retail and wholesale services for Green Mountain requires one to understand the different tastes and preferences implicit in individual customers. In addition, the company should meet explicit customer’s needs, such as taste preferences in order to make their experience worthwhile and satisfying (Blattberg et al. 50). Relation marketing is central to the success of any business in the retail sector as customer services are relative to their individual needs (Denscombe 45).

Business around the globe is in a constant change. All over the world, huge sums of money are being constantly invested annually in the project’s development, implementation and its delivery. “Besides being operational or capital, these projects are diverse in nature in terms of desired outcomes, location and the circumstances that involve their implementation” (Denscombe 60). For them to be a success, they must possess the following four points, in particular, quality, safety, budget, and time (Denscombe 60). Effective management of the four phases of project development- definition, initiation, implementation, closeout and handover, is required for a smooth completion of the project. The main objective of the initiation consists in making sure the project idea is described appropriately, which indicates the cost and timing requirements, potential solutions available, and an outline that illustrates how the idea is to be defined further, how it is progressed, and evaluated. In addition, it contains an estimate of timing and cost of the completion of the entire project, which covers the handover phase as well (Weiss 19).

Currently, executives are more concerned with the development of best practice within the organizations around the project management. A variety of these interests are a result of the economy and the need to cover more to deliver service/product to the market (Weiss 29). It also includes efforts to increase revenue, reduce project management staff, and reduce budgets to complete the project. However, the term ‘best practice’ varies from organisation to organisation in many circumstances, and it differs within the business from one department to another one.

No best practice is best for every situation, and every organisation will vary as people find better approaches to attain the outcome. The overall attractiveness of an industry that every organization invests in the market will acquire similar profits ((Weiss 19).


Strategic planning and management can be introduced to optimise and perfect what the organization does. One of the most important tools in any organization is man power. Human resource in an organization consists of 80% of success. Well managed human resources create the best out of an organisation. Strategic management of human resource determines the level of success of an organization being currently the focus of attention of business experts and human resource managers. The development of strategic management process comes at a time when they are needed (Ledwith 81).

Managing change

Managing change within an organization has become a survival necessity. A company should align its goals in line with those of its clients. Numerous companies fail immediately once they enter the implementation phase of the intended change despite the availability of many concepts to aid the company in improving its strength competitively. The majority of change projects spend a lot of money on analysing the opportunities, creating plans, situation analysis, and “correspondence of the business case for change”. Many companies face problems in linking the above stages with the implementation phase, which in many cases does not happen. Change can succeed only in case training, design, pilot, and roll-out are managed successfully. “The change should be as realistic as possible with enough attention directed at the main problem instead of theoretical concepts, such as the organizational culture” (Ferraro 37).

For the project to grasp the full potential, the whole organization has to be involved. Green Mountain should regard key concepts of leadership, for example, its main focus. It should focus on the outcomes that are measurable and have the ability to be replicated and sustained. There is a need by the organization to lead its product and market oriented production. Lastly, the organization needs to have a toolbox whose application can be to a variety of situations and problems (Ferraro 37).


Planning is one of the core functions of a manager. It involves the organization of various parts of an organization towards common goals and objectives. The planning process starts from the management which is only to be implemented by line workers. Through the use of strategic planning, companies are able to meet their goal of profit maximisation. Through this, the broader perspective of the organization is spelled out to the employees. They clearly understand their role in the organization. Through well understood roles and functions, employees are motivated to excel. The relationship between employees and customers is re-engineered. The major function of strategic management in Green Mountain is to mix various functional branches of an organization fully and ensure they are harmonised (Ledwith 86). Well harmonised departments correlate to produce efficiency and effectiveness.

Through strategic management, the progress of the organization is monitored. The realisation of goals and objectives is clearly marketed and monitored through strategic management. Financial planning forms one of the major pillars in an organization. Financial capability determines the initial propelling of an organization. These financial factors fall within the equity base of an organisation. Well managed and planned equities lead to profitability and wealth creation. The financial manager is endowed to manage the funds provided it maximises profits and increases their wealth. Through the use of these tools, competitiveness within the global market rises. Managements should emulate and apply the use of strategic management and planning in the daily management of organization activities. Achievement of various objectives of the organization starts with a path and guidelines on the direction to take. Therefore, strategic planning and management should be used prior to creating a successful organisation (Ledwith 86).


Strategic management is the summation of actions and activities that enable the business to realise its goals and objectives. These activities go simultaneously to help the organization realise its mission. In addition, through strategic management, an organization is able to identify new markets, as well as magnetise customers into its business. Evaluation of strategic management tools is important because it brings crucial conditions and circumstances not identifiable by financial evaluation. Moreover, strategic management enables the organisation to create a proper marketing strategy, as well as evaluate its target market. Ultimately, the organization is able to differentiate its services in a unique manner, according to the consumers’ expectation. Lastly, tools of strategic management can be utilised an effort to evaluate the organizational success by focusing on various nonfinancial metrics while trying to magnetize new markets in South America.

Works Cited

Denscombe, M. The Good Research Guide for small scale research projects, 4th ed. Maidenhead Open University, 2010. Print.

Blattberg, Robert C., and Greg M. Allenby. Perspectives on promotion and database marketing the collected works of Robert C Blattberg. Singapore: World Scientific, 2010. Print.

Ferraro, Jack. The strategic project leader: mastering service-based project leadership. Boca Raton, FL: Auerbach Publications, 2008. Print.

Ledwith, M. Project development: a critical approach. Bristol: UK Policy, 2011. Print.

Weiss, John W. Business Ethics: A Stakeholders and Issues Management Approach with Cases. Boston: Cengage Learning Publishers, 2008. Print.

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