Case Study 3- Café de Colombia By Nuri GOKCEK 10.22.2008 1. Problem Identification FNC (Federacion Nacional de Cafeteros de Colombia) is a private legal entity of an associative in a not-for-profit character whose aim is to promote the coffee business of Colombia and raise the living standards of the growers. Since 1960 this organization has accomplished an effective marketing strategy through a well-known copyrighted logo, but there are new challenges right in front of them. Café de Columbia needs to reformulate their marketing and corporate strategy in order to maintain their current market share as well as increase the perceived image of their brand in the eyes of the US consumers. The available resources for advertising have…show more content… These products enable further differentiation through specific geographic areas with certain characteristics (i.e. Ecotopos). This alternative allows for brand re-invention and it may succeed in the way the first marketing strategy was successful because the first marketing strategy was based on differentiation of the product. New products will make Café de Colombia more refined and more customer loyalty can be created. However there is a risk that people may not be as aware of Colombia’s specific regions so to make the branding successful. In the Strategic Alliance and Co-branding Strategy, FNC may create establishments such as partnerships with small coffee chains. Although there is an offer from a leading fast-food chain restaurant for a strategic partnership, this option has a risk of diluting this successful brand. So, working with small coffee chains is a good alternative that is expected to create customer loyalty. “Fair Trade” label specially for the gourmet coffee business is another important aspect of this alternative which makes the image of the brand even better. This may lead to increased sales through more exposure and recognition of moral qualities. There is the risk of problematic management issues with small coffee chains and risk of “trickle-down” effect if the coffee is not emphasized enough. In the vertical integration towards roasting alternative FNC may develop a branded specialty chain through the
included staming/frothing wand,but was expensive. The finest coffees in the world are blended, roasted and ground with the utmost skill for the capsules, which are made of aluminum. The coffee had varieties like arpeggio, capriccio and Rosabya de Columbia, and also limited edition varities. Price: Nespresso is highy priced with machines in the range of 179$ to 699$ and capsules in range of 0.65$ to 0.70$. The price of capsules from Nespresso is higher than alternative brewing methods. This has enticed…
combat cybercrime. (3) Have awareness-raising initiatives and capacity-building exercises and assist developing States. (4) Have a more consistent approach to partnering with industry. (1) Undertake much more aggressive information Colombia Columbia will spare no efforts to develop the international World Summit Geneva security and 2003-Tunis 2005. strengthen cooperation with…
Market Analysis and Financial Projections Proposed 50-unit Wyndham Hotel Miami Beach, Florida Prepared for: Ms. Concerned Client First National Bank of Florida One Blue Skies Avenue, Jacksonville, FL December 2nd, 2014 MIC Consulting Group Dai Shi Ruixuan Hao Sen Lin Xiaoqing Zhang Xiaomo Lu Yu Liu Hospitality Consulting MIC Consulting Group Real Estate Appraisal Asset Management Litigation Support December 2nd,…
Baskin Robbins Marketing Plan Final Outline Paper Lou Ann San Nicolas MKT 421 Marketing 1. Baskin Robbins Organizational Overview Baskin Robbins is a franchise based business operating in 35 countries for the last 65 years. The ice cream shops have more than 1,000 flavors since 1945. Baskin Robbins has more than 150 million consumers worldwide with 2,800 locations nationally and 5,800 stores globally. What began as a small business opportunity has grown into a solid…
