Cafe Columbia

Cafe Columbia - Café de Colombia Café de Colombia...

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Unformatted text preview: Café de Colombia Café de Colombia Strategic Marketing Consulting, Inc. Jennifer Dooly, Justine Oller, Matt Rakow David Ryan, Mark Stephan, Looking at History… Looking at History… z Oversupply in the coffee market J depressed prices z Drag on Colombian economy z Revamped advertising strategy z Transformed from commodity to brand z Known and trusted internationally … … To Understand the Present To Understand the Present z Cost of production = Price on market z FNC margins are squeezed z Losing market share to competitors z Cuts in advertising budget z Cannot effectively work toward goals of increased standard of living for growers Problem Problem z The FNC is currently struggling to maintain profitability because of their ineffective use of distribution channels. Situation Analysis Situation Analysis z FNC’s Strengths – Positive impact on communities – Juan Valdez campaign – Well-known, established, high- quality brand Situation Analysis (contd.) Situation Analysis (contd.) z Status of Market – 35% drop in international market prices – Stabilization of market – Limit supply Situation Analysis (contd.)Situation Analysis (contd....
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Cafe Columbia - Café de Colombia Café de Colombia...

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