...Café de Colombia Case Discussion for Session #6 The following report analyses the marketing strategy of Café de Colombia, analyses how they positioned themselves as premium coffee brand and which other strategies could be used to ensure a sustainable market position especially in the U.S. market. The suggestions are based on predominant conditions in the case from 2004. Ignacio Peluffo Dominique-Cristian Baumann Christian Albrecht Linda Koenig Octhavio Martins Marius Roder November 11th, 2013 1. What value has FNC created with its Café de Colombia Brand? Coffee is de facto a commodity like any other agricultural good. As such, coffee prices are derived from global supply and demand and are subject to heavy fluctuation, depending on weather conditions and the quantity of supply in producing countries. The coffee market is thus characterized by long periods of oversupply and low prices and relatively short periods of scarcity and high prices. Especially in the 1950’s Colombian coffee producers were confronted with a worldwide oversupply and had to manage price drops from USD 0.62/ lb to USD 0.52/ lb. Due to the country’s dependency on coffee, Colombia had to think about how to manage these price deteriorations and recognized that it had to access new markets and to create a stronger global brand image to increase revenues. Thus, the Federación Nacional de Cafeteros de Colombia (FNC) decided to differentiate Café de Colombia as a product of higher...
Words: 2083 - Pages: 9
...Colombia is a country that has been ravaged by decades of civil war and has become synonymous with drug-trafficking. Since coming to power in 2002, President Alvaro Uribe has stepped up the war on left-wing rebels and Right-wing paramilitaries are engaged in a peace process. Colombia still has a lot of violence, poverty, and is the center of the world cocaine trade. (http://en.wikipedia.org/wiki/Colombia) The Republic of Colombia, named for the explorer Christopher Columbus, is located in northwestern South America. It is bordered by Panama and the Caribbean Sea to the north, Venezuela and Brazil to the east, Peru and Ecuador to the south, and the Pacific Ocean to the west. Colombia is the fourth largest country in South America and one of the continent's most populous nations. The capital of Colombia is Bogota. Colombia has substantial oil reserves and is a major producer of gold, silver, emeralds, platinum and coal. Colombia is one of the most dangerous places in the world for journalists to work. Media workers face intimidation by drug traffickers, guerrillas and paramilitary groups. More than 120 Colombian journalists were killed in the 1990s, many for reporting on drug trafficking and corruption. Colombia has a highly stratified society where the traditionally rich families of Spanish descent have benefited from this wealth to a far greater degree than the majority, mixed-race population. This gap in social class has provided a natural cause for the left-wing insurgents...
Words: 2031 - Pages: 9
...service providers, radio and television broadcast companies, wireless data providers, government agencies and municipalities and tenants in a number of other industries. This business is its rental and management operations, which accounted for approximately 98% of its total revenues during the year ended December 31, 2011 It also offer tower-related services domestically, including site acquisition, zoning and permitting services and structural analysis services, which primarily support its site leasing business and the addition of new tenants and equipment on its sites. In January 2012, the Company merged with and into American Tower REIT, Inc. During 2011, the Company acquired additional 125 communications sites from Telefonica Colombia. On February 1, 2011, the Company acquired 140 communications sites from VTR Banda Ancha (Chile) S.A. and its affiliates. On December 30, 2011, the Company purchased 100% interest of a subsidiary of Telefonica Moviles Chile S.A. that owned 558 communications sites. On December 14, 2011, the Company acquired control of an additional 76 existing communications sites from Cell C. On March 1, 2011, the Company acquired 100% interest of a company that owned 627 communications sites in Brazil. During 2011, the Company acquired a total of 179 communications sites and equipment in the United States. In December 2011, it announced the launch of operations in Uganda. In the United States during 2011, the Company included the acquisition and...
Words: 1149 - Pages: 5
...ABC The Pacific Alliance 1 The Pacific Alliance – Deep integration for prosperity The Pacific Alliance is a mechanism for regional integration formed by Chile, Colombia, Mexico and Peru, in April 2011. It acquired legal and formal existence on 6 June 2012, with the signature of the Framework Agreement. The process seeks to create attractive markets among its member countries and enhance their competitiveness in the wider world. 2 Member Countries T h e Pa c i f i c A l l i a n c e Mexico Colombia Peru Chile 3 Finland United Kingdom Netherlands Germany France Switzerland Italy Canada Turkey People's Republic of China Japan Republic of Korea United States of America Honduras Guatemala El Salvador Dominican Republic Costa Rica Panama Spain Portugal Morocco Israel India Singapore Ecuador Australia Paraguay Uruguay New Zealand Member-Candidate countries The Pacific Alliance Observer Countries T h e Pa c i f i c A l l i a n c e Costa Rica Panama 4 Objectives of the Pacific Alliance: To build, through participation and consensus, an area of deep integration that will move progressively forward towards the free circulation of goods, services, capital and persons. To dynamize growth, development and competitiveness in the economies of the Parties, in order to achieve greater welfare, overcome socioeconomic disparities and secure social inclusion in their societies. To become a platform for political articulation, economic and commercial integration, and projection...
Words: 1960 - Pages: 8
...Ramos was born in Medellin, Colombia in March 26 1998. He lives in Miami Florida with his dad and his brother and has been here for the last 14 years of his life. He currently works at Publix, but his aspiration is to join the United States Marine Corps. Gallego has always loved America and will always continue to love America. Interview What inspired you to become a U.S. citizen? • Interviewee: Juan Ramos was inspired to become an US citizen so that he could join The Military What steps did you have to take as part of the naturalization process? • Interviewee: My dad applied for citizenship and since I’m a minor I was also granted citizenship. How would you describe how you felt about the process? • Interviewee: The process was extremely long it took me and my family almost 13 years to finally get citizenship How has gaining citizenship changed your life? Is your daily life different because of gaining citizenship? • Interviewee: My life hasn’t really changed much ever since I got citizenship because I’ve always loved this country. Do you feel the process was worthwhile? • Interviewee: Yes I do believe that this process was worthwhile because now I can move on forward with my dream of joining the military If you had to, would you do it again? Please explain. • Interviewee: Absolutely I love this country and I am glad that I am a citizen of the United States of America. Do you remember anything about your first few years at Colombia? • Interviewee: I was very...
Words: 436 - Pages: 2
...Unintended Pregnancy And Induced Abortion in Colombia CAUSES AND CONSEQUENCES Elena Prada Susheela Singh Lisa Remez Cristina Villarreal Acknowledgments This report was written by Elena Prada and Lisa Remez, both independent consultants; Susheela Singh, Guttmacher Institute; and Cristina Villarreal, Fundación Oriéntame. Haley Ball edited the report, and Kathleen Randall supervised layout and production; both are at the Guttmacher Institute. The authors thank the following current and former Guttmacher Institute staff members for providing assistance at various stages of the report’s preparation: Fernanda Abella, Suzette Audam, Akinrinola Bankole, Ann E. Biddlecom, Patricia Donovan, Gustavo Suarez and Jonathan Wittenberg. They also appreciate the valuable input of the following external reviewers: Deborah Billings, University of South Carolina; Teresa DePiñeres, University of California, San Francisco; Sandra García, Katherine S. Wilson and Rebekah Horowitz, all of the Population Council, Mexico; Pío Iván Gómez, Universidad Nacional de Colombia; Ana Cristina González, independent consultant, Colombia; Guillermo López-Escobar, Academia Nacional de Medicina, Colombia; Axel Mundigo, Senior Fellow, Guttmacher Institute; Melanie Peña, Gynuity; María Isabel Plata, Profamilia, Colombia; Mónica Roa, Women’s Link Worldwide, Colombia; and Luis Távara, Federación Latinoamericana de Sociedades de Obstetricia y Ginecología. In addition, the project benefited from invaluable advice and...
Words: 20825 - Pages: 84
...What is the International Strategy? The Strategy for Disaster Reduction The International Strategy for Disaster Reduction reflects a major shift from the traditional emphasis on disaster response to disaster reduction, and in effect seeks to promote a "culture of prevention". UNISDR is the secretariat of the International Strategy and mandated by the UN General Assembly to ensure its implementation. The International Strategy for Disaster Reduction builds upon the experience of the International Decade for Natural Disaster Reduction (1990-1999), which was launched by the General Assembly in 1989. The International Strategy embodies the principles articulated in a number of major documents adopted during the Decade, including, in particular, the Yokohama Strategy for a Safer World: Guidelines for Natural Disaster Prevention, Preparedness and Mitigation and its Plan of Action, and the text below entitled "A Safer World in the 21st Century: Disaster and Risk Reduction". Both of these were endorsed at the Programme Forum on the International Decade held in Geneva from 5 to 9 July 1999, which also adopted the Geneva Mandate on Disaster Reduction. Learn more about the UN Resolutions and Reports on DRR A Safer World in the 21st Century: Disaster and Risk Reduction Introduction While hazards are inevitable, and the elimination of all risk is impossible, there are many technical measures, traditional practices, and public experience that can reduce the extent or severity of...
Words: 2205 - Pages: 9
...Team case analysis Group 1: Rion, Anna, Eva, Helen, Tyrion, Feras Case 1.“When in Bogota…” Case summary. Jim Reynolds, an acquisition editor for Academia Press (college-level business textbook publisher) has arrived from New York, USA to Bogota, Colombia. He was intended to combine leisure and business. He met his old college friend Rodrigo Cardozo and spent some good time his family. But his primary aim was to conduct a series of meetings with directors of business schools at various Bogota Universities and establish business contacts in the Colombian market, as his company has seen future opportunities in Latin America. The deal was important not only to his company, but for him also, as it was a good possibility to get a promotion. He scheduled the meeting and went for the first one on Tuesday. He was supposed to meet 3 professors at 11:00, but two of them arrived half an hour later. Then they offered Jim to go for a lunch, during that time they were not discussing the business matters at all, all the conversations were about the dishes and the sights of Bogota, the professors seem to be simply not interested in Jim’s offerings. The lunch finished at 2:30, but Jim hasn’t accomplished his goal at all, he was didn’t understand what went wrong and very upset about it. When he came to his friend’s home later, he met friend’s father Dario, who was a businessman and had conducted business with people from different countries. He told about the meeting and asked for the advice....
Words: 1757 - Pages: 8
...Description of Research The focus of my dissertation is the watersheds of the Andes—how they vary spatially in terms of their physical characteristics including their morphology (e.g. shape, elevation distribution) geology (e.g. structure, lithology). These characteristics are all integrated in a geodatabase, which I am using to connect data on hydrology, erosion, and land use that will provide a macro-scale snapshot of the present-day conditions at a continental scale. My main objectives are to (1) create a geodatabase with morphology and geology of Andean watersheds, (2) integrate and systematically assess all possible sources of data on the hydrology and sediment yield (erosion), and (3) conduct regional fieldwork to verify the spatial data, collect new measurements, and get a sense of the culture and management of watersheds at a local level that is uncommon for a macro-scale study. Broadly, the Andes are divided into 3 distinct segments that are the Northern, Central, and Southern Andes. My proposed work this summer will focus on the Northern Andes, followed by trips to locations in the Central and Southern Andes over the next 2 summers. I expect these to be highly productive because there will be opportunities to network, discuss, and rethink my hypotheses on the different drivers (i.e. human aspects) of hydrology and erosion across the Andes. I will present results based on my first objective, to identify the spatial distribution of watersheds based on their morphology...
Words: 674 - Pages: 3
...CAREER OVERVIEW Completed five years of upper school education at Iona Presentation College, Mosman Park, Western Australia. Achieved a Bachelor of Arts (majoring in History, Politics and International Relations), and First Class Honours (90%) from Notre Dame University, Fremantle, WA. Awarded a Parliamentary Internship to study at the University of Dublin and worked as a Political Intern in Parliament House, Dublin, Ireland. Studied abroad at the University of Saint-Louis in Madrid, Spain and International House in Bogota, Colombia. Travelled extensively through Europe, Central and South America, Mexico, India and Asia and have taught English internationally. Also undertook voluntary community aid work in Oombulgurri, East Kimberley and Varanasi, India. Throughout my tertiary studies, worked part-time and full-time as a Supervisor and Administration Officer at the Ocean Beach Hotel, Cottesloe. CAREER OBJECTIVE To secure a job as an English Teacher in Vietnam with a dynamic, reputable school and work in a challenging role that offers opportunities for knowledge acquisition, advancement, leadership and collaborative teamwork. TERTIARY QUALIFICATIONS Current Masters of Applied Linguistics. Monash University, Melbourne. Aug 2011 CELTA. (Certificate in English Language Teaching to Adults), International House, Bogota. Completed a four week course focused on teaching approaches and methodology, lesson planning, language awareness and phonology. The teaching...
Words: 824 - Pages: 4
...EFInA: EVALUATION OF AGENT BANKING MODELS IN DIFFERENT COUNTRIES Oxford Policy Management Ltd October 2011 Evaluation of Agent Banking Models in different countries ii Oxford Policy Management Evaluation of Agent Banking Models in different countries Table of contents Table of contents Abbreviations Executive summary Agent banking regulation and impact Permissible agent activities Volume and value of different types of activities Introduction 1 1.1 Analysis of agent banking regulations Colombia 1.1.1 Background & implementation of regulations 1.1.2 Definition of agent, approval by the regulator & types of entities that can be agents 1.1.3 Rules governing exclusivity/non-exclusivity of agents 1.1.4 Permissible activities 1.1.5 Roles and responsibilities & minimum standards 1.1.6 Typical remuneration structure Brazil 1.2.1 1.2.2 1.2.3 1.2.4 1.2.5 1.2.6 Peru 1.3.1 1.3.2 1.3.3 1.3.4 1.3.5 1.3.6 Kenya 1.4.1 1.4.2 1.4.3 1.4.4 1.4.5 1.4.6 India 1.5.1 i iv vi viii x xi 1 3 3 3 4 4 4 5 6 1.2 6 Background & implementation of regulations 6 Definition of agent, approval by the regulator & types of entities that can be agents 7 Rules governing exclusivity/non-exclusivity of agents 7 Permissible activities 8 Roles and responsibilities & minimum standards 8 Typical remuneration structure 9 9 Background & implementation of regulations 9 Definition of agent, approval by the regulator & types of entities that can be agents10 Rules governing exclusivity/non-exclusivity of agents 10 Permissible...
Words: 28143 - Pages: 113
...Executive Summary This report provides an analysis and evaluation of the situation concerning XO Computers. Included in this analysis are marketing objectives, product adaptation, promotion mix, channels of distribution, and price determination. Although the main use of these computers was meant to be sold to schools for a low price, our company has found that these computers can be successfully sold in other markets as well. In Colombia, we can market our XO computers to both the rich and the poor. We will aim to target children of Colombian coffee farmers who strive to learn but cannot afford expensive technology. In fact, there are 618,199 households in the coffee-growing region of Colombia. In addition, there are 653,471 children aged between 5-19 years old (average of one school-aged child per household) in these areas. About 39% of the population in the coffee-growing region (made up of Caldas, Risaralda, and Quindío regions) did not finish primary school and/or secondary school. So, we believe that there is a large market that would be interested in our product. The price will be set at $250, which we believe is a reasonable price. Based on the average income of a Colombian worker, we believe that our product will be well received in the Colombian coffee regions. We believe that the adults will want to invest in their child’s future, as well as buying a well-made piece of technology for an inexpensive price. Table of Contents Introduction 4 Part 1: Market...
Words: 3864 - Pages: 16
...Question 1 Part A: (i): (ii)(iii)(iv): (iii): If the price for the orange set at 6, the market will provide 110 oranges per day while the demand for that will be just 60,so it means that we have surplus of 50 oranges per day. Because the equilibrium price is 5, so when the price increase the market provide larger amount of oranges to make more profit while the number of costumer decrease in order to the price. (it is in the previous diagram) (iv): In this case if the price set at 3, the market will provide just 80 oranges per day but the demand for orange will be 180 because the price is cheap so costumer want to buy more of it, On the other hand sellers don't want to sell orange because if the price will be low, the amount of profit would be low for them. (it is in the previous diagram) (v):In the case of increasing in demand it will affected on price and also quantity of supply, here demand increase by 40 cases so it means that we have shortage of 40 and equilibrium rise to the approximately 108 and price increase to about 5.80. The reason for this action would be several factors, for example increases in population, so number of buyers will be increase or market export this goods to the new country Another reason is change in tastes, for instance some product would be popular for period of time as a result of advertising or fashion and so forth, so it may increase the demand (vi): if government give subsidy the supply curve shift...
Words: 4371 - Pages: 18
...14 December, 2013 The Impact of United States Drug Policy on Mexico and Colombia Drugs are not new to this Earth. Mankind has grown and consumed drugs for millennia. Marijuana, or more appropriately Cannabis, is indigenous to Central and South Asia, and has been consumed widely since 3000 B.C.E. (ElSohly 8). In more recent times (1938), Albert Hoffman synthesized Lysergic acid diethylamide, more commonly known as LSD, while searching for treatments for psychiatric diseases (Hoffman). Initially, many drugs were used in religious/spiritual functions. In several instances, the strong fibers of the Cannabis plant were used for building, much like jute, and the narcotic aspects of the plants were not even explored (ElSohly 8). However, today, drugs are frequently used recreationally, and as a result are highly profitable commodities. It is common knowledge that across the world, the vast majority of drugs are illegal or are restricted in some way. Almost nightly, proponents for the legalization of drugs, decriminalization of certain drugs, and the continued ban on drugs debate their positions through the media. This debate is a hot button issue that is almost entirely centered upon the views and policies of the world’s largest drug consumer, the United States of America (CIA Factbook). Governments and the media very often focus on drug consumption trends and drug flow into the United States, while largely ignoring Latin American perspectives and impacts on Latin America. Though...
Words: 4217 - Pages: 17
...[pic] Coffee, Cooperation and Competition: A Comparative Study of Colombia and Vietnam Authors:[1] Adriana Roldán-Pérez Maria-Alejandra Gonzalez-Perez Pham Thu Huong Dao Ngoc Tien Research assistants (Colombia): Franz Xaver Riegler Stephanie Riegler Catalina Tabares Melissa Eusse Research assistant (Vietnam): Nguyen Thu Hang Table of contents List of figures 4 List of tables 4 Acronyms, abbreviations and definitions 6 Weights and measures 6 Abstract 7 1 Introduction 8 1.1 Research objectives 9 1.1.1 General objectives 9 1.1.2 Specific objectives 9 1.2 Research methodology 9 2 Literature review on the global value chain (GVC) of coffee 11 2.1 Theory of global value chains 11 2.1.1 Introduction to the value chain concept 11 2.1.2 Global commodity chains 12 2.1.3 Value chain analysis 13 2.1.3.1 Definition 13 2.1.3.2 Methodological aspects of value chain analysis 15 2.1.4 Governance 15 2.1.5 Barriers to entry and rent 16 2.1.6 Upgrading in value chains 16 2.2 Overview of the world coffee market 17 2.2.1 World coffee production 17 2.2.2 Production by type of coffee 18 2.2.3 Coffee producing countries 19 2.2.4 Stocks in producing countries 20 2.2.5 World coffee exports 21 2.2.6 World coffee consumption 24 2.2.7 The International Coffee Organisation and coffee prices 29 2.2.8 Mapping the global value chain of coffee 31 3 Analysis of Colombia and Vietnam’s participation in the coffee value chain 33 3.1 Vietnam’s...
Words: 28626 - Pages: 115
