Keurig a New Era
Now as a University student, there is no doubt that coffee has now become one of my dominant drinks. With all sorts of technological advancement there is no question that even coffee machines have developed. From making pots of coffee in your dorm or your home, we have moved on to something more simple and easy to go. Keurig now one of the leading coffee making machines that brews coffee by using the “k-cups”. K-cups are your basic single-serving containers that serve coffee in a matter of no time. Their new 2.0 model is specially designed with a new feature that prevents consumers from using other coffee pods. The article from CBC, talks about a Canadian firm taking actions by making a $600 million lawsuit. The Canadian firm is called Club Coffee, and they have made the lawsuit against Vermont-based Keurig which claims anti-competitive behaviour. As Canadians are growing their love towards these single-serve coffee it has caused many businesses to have an all-out-battle between other coffee companies that now produce these k-cups for the Keurig. The money isn’t coming from selling these machines but more so from the different types cups. The marketing strategy in Keurig’s are the k-cups because there items that needs to be constantly replaced, like ink-cartridges for printers. Overall it is a fighting industry at the moment as different companies are competing to fulfill the peoples demand.
Article: http://www.cbc.ca/news/business/keurig-s-coffee-supremacy-challenged-by-canadian-firm-1.2787075