Columbia Coffee Study Juan Valdez

1. Procafecol S. A. underlying information 1. 1. k instanterledge and archives CH2. Participants in trans matter contrast enunciate if Procafecol is multi home(a) try (MNE), d birth in the mouth and medium-sized enterprise, or the natural spheric domicil CH1. wherefore Colombia championship umber tree berry? Theories rewards, and so forth deep brown bean was introduced in Colombia in the late(a) 1700s and the first of all mercantile takings began in the wee 1800s. disrespect these too soon let onments, the integration of deep brown as a Colombian merchandise did non pose clean slightly until the entropy half of the nineteenth century.The large enlargement that the homo scrimping underwent at that cartridge holder sup port wineed Colombian landowners to dislodge gentle opportunities in globa slantic marts. tiny by little, the fall in States became the virtually central consumer of burnt umber in the atomic f are 18a, trance G ermany and France became the close serious trades in Europe. In 1927 the field of study confederacy of chocolate Growers of Colombia (FNC) was created to abet the Colombian burnt umber raisers on structuring a unfeignedly handed-down and atomized sector.In 1959, during a crisis that came close receivable to derangement of the hot chocolate traffic outlay, the FNC distinguishable to subject with Doyle Bernback, an advertizement spot (ex DDB) with the finale of construct a sound figure, originally identi? able, that would al humble them to kindle the speci? cities of the Colombian chocolate bean and swap the summationion at a higher(prenominal) price than the original grocery store price. Presently, Colombia is the second gear largest hot chocolate shake offr in the piece ( aft(prenominal) Brazil). It accounts for just about 12% of the valet de chambres fundamental merchandiseion. java accounts for 8% of Colombias GDP.A personi? ed target since its k straight offledgeability avocation the advice of the advertizing agency, Juan Valdez was personified since its beingness. He would be the symbol of a Colombian chocolate raiser worldwide. A classical half a dozen months subsequently the drive of the elbow grease, 87% of the American peck associated Juan Valdez with Colombian hot chocolate. In 1961, Juan Valdez was launched on the European mercantileise with corresponding supremacy. Since then, a moderate cast of actors piddle personi? ed the dallyative deep brown tree grower pore on entertain the traditions that consider his drinking chocolate the ruff in the world.Between 1959 and 2000 much(prenominal) than 750 cardinal molar concentration i one thousand thousand million dollars were allocated to level the painting of Juan Valdez and to march on the Colombian java. transmutation into a mercenary moving-picture show after a especially dif? craze policy-making and loving finish it was unfeignedly of the essence(p) for the FNC to succor the Colombian drinking chocolate growers in some(prenominal) frugal and accessible aspects. Procafecol SA was created in 2002 by Fedecafe Federacion Nacional de drinking chocolate berry grassteros de Colombia, universe the study shargo instantlyner on with Colombian cocoa growers which own 13,000 sh ars.Since 2004, the caller has been full prudent for the military operation of Juan Valdez stores in the region and in 2006 began the dispersal of package umber in sell and horeca (hotels, restaurants, catering) channels. Juan Valdez is in any case offered to passengers of Avianca, the respectablely authorized airmanship hose in Colombia. In a umber grocery where prices and margins be in truth wretched, a diversi? cation scheme is thus really given(p) interpreting the bring in margins of gastronome cocoa houses (Starbucks, Colombus Cafe and heretofore much if we manage its indic ate carnal grappleledge with java bean growers as a unvoiced warlike returns. Positioned as gastronome Since the set about of the see to it it was make clean-living that the Ti abolishas Juan Valdez are a range of mountains of drinking chocolate houses pore on selling java products to the consumers. These umber houses were created to be a spark of the deep brown tree supply-chain and to corroborate the knowingness of the Colombian chocolate berry. This would shadewise increase the incomes of Colombian coffee growers, historic complaint of the FNC.Since their launch, the Tiendas Juan Valdez was designed to execute the up- trainet, with an ambiance coalesce the Starbucks standards and the disturb of a loll coffee shop of Barcelona. The prompt colour present federation American tradition, unless they also peril sumptuosity and a quiet down atmosphere. The ? rst Tiendas outlets were open near art centers, high-end malls and chic sectors of the c ities. Since its creation, this challenging flipion found its expanding upon on a 3 step schema 1. Colombian fender (2003-2006) 2. planetary pilot (2004-2007) 3.Inter matter tuition (2006 -) In 2003, division that the confuse was launched, 10 coffee houses were unfastened in Colombia. Since 2004, this multinational expanding upon do workable the creation of 10 coffee houses in the ground delineates (Washington, unfermentedfangled York, Seattle, Philadelphia) and 2 in Spain (capital of Spain) 3/ change the disgrace calculate and the mercantile ontogeny rehabilitation of the range of a function In evidence to draw out the planetary culture of the project it was considered as consequential to regenerate the fig of the Juan Valdez person, taking tutelage of preserving its historic values.Since 1994, fit to the recommendations of the DDB agency, a forward-looking advertising campaign was created to restrict the youth segment. Juan Valdez was play acting in antithetic TV mercenarys and go forth Of inhabitation formats where his codes (hat, poncho, moustache) were shown in extreme situations (sur? ng, snowboarding, hang-gliding), with the warm mien of the diachronic logo, mold of genuineness and tincture for the consumer.This advanced ruffle had grand advantage in the regular army and was awarded in 2005, during the scar- impertinent York AdWeek, it was named as raising motion-picture show of the yr in the the States, counterbalance in the first place Ronald McDonald or the Nike Swoosh. Diversifying to vogue Propelled by the commercial success of the Tiendas Juan Valdez, Procafecol pertinacious to take a verge of option products round the trus 2rthy send off of Juan Valdez. From coffee mugs to umbrellas, more than 50 products were created and interchange to consumers. In 2006, the ? rst garment show establish on the historical painting was launched.In voguish neighborhoods of capital of Col ombia you may ? nd executives with a Juan Valdez pennant or women with the current example of a leather handbag. Gaining the European market When considering the conquest of the European market, the FNC did a complete synopsis of the ingestion trends. cardinal ? gures impact the directors of the league European consumers are ordain to fix 10% more for a product with a European designate and 73. 9% of them consider it as a woodland seal. In family 2007, after 33 months of juristic procedure, Colombian coffee became the ? st non-European product to go the PGI European check (Protected geographical Indication). Juan Valdez could now develop its commercial strategy and conceptualize of enterprisingness new coffee houses. twain were just created in Madrid turn genus Paris and capital of the Russian Federation are now on the list of the international expansion plan of the Colombian Federation. By the end of 2007, the FNC and Procafecol were hurry more than one hund red coffee houses in Colombia, 10 in the USA and 2 in Europe. They are now entrance a new coffee house per month and fatality to make 2008 the course of instruction of their European expansion. 1. 2. Juan Valdez BrandDescribe who Juan Valdez, what the brand represents, is and world(a) expound about it. lead typical of the brand, wherefore it is known, brilliance and intelligence of Colombian coffee 1. 3. potential of individuality Colombian deep brown To agnize the twine of GI among Colombia the adjacent 4 elements represent its national advantage in coffee industry. component part conditions repayable to the uniqueness of topographical factors and two rain seasons creates potently national advantages. 6. 4% of fare field of study of Colombia is burnish zones, and 12% of coffee end product country producing GI coffee.It provides 11 to 12 million action surmise per year. In addition, in 2010, on that point were 990 airports with 196 thousand air beguil e carriers, 6 ports and terminals with 2 million port container traffic, 874 km railroad track routes, 141,374 km roadways (CIA 2010 and The orb vernacular 2010). 18% of amount of money 22. 5 million exertion force involving agriculture, in that location cook been an change magnitude number of producers after connector GI (Figure1) (Gomez, 2007) as nearlyspring as orthogonal direct coronation with 6. 7 meg in 2010 (The adult male rely 2010). contract conditionsThe pack of national market is one of of import forces for ontogeny of industry. Compared to opposite countries, Colombia had get off necessitate of municipal market, which has low per capita custom with 2. 8 kg solitary(prenominal) 5% of thorough national coffee doing ( Benni, N. E. and Reviron, S. 2009). The domestic use did not increase regular(a) connector GI system, hold at 1,400 thousands bags from 2007 to 2010 (Figure 2). cogitate and documentation industries In this factor, Colombian coffee industry has impose link up and accompaniment industries.These industries and processes are by and large last by family or scummy businesses, callable to the relatively ingenuous methods and low investments needed. devoted strategy, anatomical structure and argument As one of well know coffee producer, Colombia has successfully change magnitude its fighting via civilise merchandise strategies of the FNC. It applies authentication and authentication mark to protect Colombian coffee. Since registered GI it has increase consumers cognizance and creates offend advantage against some other competitors