Read the case in the attachment and answer the following questions.

  1. What attributes make the Keurig system attractive in the office coffee market?  
  2. Who is the customer?
  3. What advice do you have for Nick Lazaris concerning his dealings with MTS (k-cup filling machine manufacturer)?  What price goal should he set for the negotiation and what should his strategy be?
  4. What advice do you have concerning the selection of the vender for the brewing machines?
  5. What actions should Keurig take to penetrate the office coffee service market? How fast should they grow?
  6. What should they do about the home coffee market? How soon should they plan to enter?
  7. What other strategic advice do you have for Lazaris?
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