Case Study RESULTS Seven new products • have been introduced, with more planned as sales grow. K-Cup sales have • increased to 10% of sales, and still growing. The K-Cup product is • attracting new customers & business opportunities each month. COMPANY Founded in 1867, McCullagh Coffee is a family-owned roaster, grinder, blender and packager of coffee and provider of hot beverage products to institutional, restaurant, commercial and retail accounts. They are also a regional coffee service provider. Located in Buffalo, NY, McCullagh sells its products and services locally and nationally. SITUATION The patent for the K-Cup, a small single-serve fresh coffee-making product, had recently expired. Keurig Green Mountain, the patent holder, had over $4 billion in annual sales based on the K-Cup,

Join for free to read