Read the case in the attachment and answer the following questions.
- What attributes make the Keurig system attractive in the office coffee market?
- Who is the customer?
- 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?
- What advice do you have concerning the selection of the vender for the brewing machines?
- What actions should Keurig take to penetrate the office coffee service market? How fast should they grow?
- What should they do about the home coffee market? How soon should they plan to enter?
- What other strategic advice do you have for Lazaris?