Question: Green Mountain Coffee Roasters, Inc., is a leader in the specialty coffee industry. Founded in 1981 as a small caf in Waitsfield, Vermont, Green Mountain

Green Mountain Coffee Roasters, Inc., is a leader in the specialty coffee industry. Founded in 1981 as a small café in Waitsfield, Vermont, Green Mountain quickly gained a reputation for its high quality, and demand for its freshly roasted coffee grew among local restaurants and inns. Incorporated in 1993, the firm today markets $162 million worth of coffee and related products through a coordinated multichannel distribution network with both wholesale and direct-to-consumer operations. This distribution network is designed to maximize brand recognition and product availability.

1. Describe Green Mountain's marketing strategy.
2. How does Green Mountain use implementation to achieve success in a very competitive market?
3. How does empowerment work at Green Mountain?

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