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Green Mountain Coffee Roasters, Inc. (GMCR) wanted to move from a reactive, disparate trade management process to a more proactive, integrated approach to retain a leadership position in the highly competitive coffee industry and manage coffee and merchandise deals and promotions with insight into their overall impact on sales and revenue. The challenge was to deploy a trade promotion management solution prior to the start of the company's next fiscal year. GMCR leveraged Oracle Advanced Customer Services to gain expert advice and guidance to help evaluate various Oracle offerings for trade promotion planning and execution as well as identified Oracle's Demantra applications as the best fit for GMCR's business needs.
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