Cafe Columbia - Caf de Colombia Caf de Colombia Strategic...

Info iconThis preview shows pages 1–8. Sign up to view the full content.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: Caf de Colombia Caf 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 FNCs 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....
View Full Document

Page1 / 18

Cafe Columbia - Caf de Colombia Caf de Colombia Strategic...

This preview shows document pages 1 - 8. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online