Columbia Coffee Study Juan Valdez

1. Procafecol S. A. Basic information 1. 1. Development and History CH2. Participants in international business – Say if Procafecol is Multinational enterprise (MNE), Small and medium-sized enterprise, or the born global firm CH1. Why Colombia trade coffee? Theories advantages, etc. Coffee was introduced in Colombia in the late 1700s and the first commercial production began in the early 1800s. Despite these early developments, the consolidation of coffee as a Colombian export did not come about until the second half of the 19th century.The great expansion that the world economy underwent at that time allowed Colombian landowners to find attractive opportunities in international markets. Little by little, the United States became the most important consumer of coffee in the world, while Germany and France became the most important markets in Europe. In 1927 the National Federation of Coffee Growers of Colombia (FNC) was created to help the Colombian coffee growers on structuri ng a very traditional and atomized sector.In 1959, during a crisis that came about due to instability of the coffee trading price, the FNC decided to work with Doyle Bernback, an advertising agency (ex DDB) with the goal of building a strong symbol, highly identi? able, that would allow them to promote the speci? cities of the Colombian Coffee and sell the production at a higher price than the current market price. Presently, Colombia is the second largest coffee producer in the world (after Brazil). It accounts for almost 12% of the world’s total production. Coffee accounts for 8% of Colombia’s GDP.A personi? ed brand since its creation Following the advice of the advertising agency, Juan Valdez was personified since its creation. He would be the symbol of a Colombian coffee grower worldwide. A mere six months after the launch of the campaign, 87% of the American people associated Juan Valdez with Colombian coffee. In 1961, Juan Valdez was launched on the European mar ket with similar success. Since then, a limited number of actors have personi? ed the emblematic coffee grower focused on protecting the traditions that make his coffee the â€Å"best in the world†.Between 1959 and 2000 more than 750 million dollars were allocated to develop the image of Juan Valdez and to promote the Colombian coffee. Transformation into a commercial icon After a particularly dif? cult political and social period it was really important for the FNC to help the Colombian coffee growers in both economic and social aspects. Procafecol SA was created in 2002 by Fedecafe Federacion Nacional de Cafeteros de Colombia, being the major shareholder along with Colombian coffee growers which own 13,000 shares.Since 2004, the company has been fully responsible for the operation of Juan Valdez ® stores in the country and in 2006 began the distribution of packaged coffee in retail and horeca (hotels, restaurants, catering) channels. Juan Valdez is also offered to passeng ers of Avianca, the most important airline in Colombia. In a coffee market where prices and margins are really low, a diversi? cation strategy is indeed really pertinent considering the gross margins of gourmet coffee houses (Starbucks, Colombus Cafe†¦ and even more if we consider its direct relation with coffee growers as a strong competitive advantage. Positioned as Gourmet Since the beginning of the project it was made clear that the Tiendas Juan Valdez ® are a chain of coffee houses focused on selling coffee products to the consumers. These coffee houses were created to be a part of the coffee supply-chain and to strengthen the awareness of the Colombian coffee. This would gradually increase the incomes of Colombian coffee growers, historical mission of the FNC.Since their launch, the Tiendas Juan Valdez ® was designed to reach the up-market, with an ambiance mixing the Starbucks standards and the touch of a Lounge coffee shop of Barcelona. The warm colors symbolize Sou th American tradition, however they also exhibit luxury and a calm atmosphere. The ? rst Tiendas outlets were opened near business centers, high-end malls and trendy sectors of the cities. Since its creation, this ambitious project based its expansion on a 3 step strategy: 1. Colombian Pilot (2003-2006) 2. International Pilot (2004-2007) 3.International Development (2006 -†¦) In 2003, year that the project was launched, 10 coffee houses were opened in Colombia. Since 2004, this international expansion made possible the creation of 10 coffee houses in the USA (Washington, New York, Seattle, Philadelphia) and 2 in Spain (Madrid) 3/ Strengthening the brand image and the commercial development Renewal of the icon In order to sustain the international development of the project it was considered as important to renew the image of the Juan Valdez person, taking care of preserving its historical values.Since 1994, according to the recommendations of the DDB agency, a new advertising c ampaign was created to conquer the youth segment. Juan Valdez was acting in different TV commercials and Out Of Home formats where his codes (hat, poncho, moustache) were shown in extreme situations (sur? ng, snowboarding, hang-gliding†¦), with the strong presence of the historical logo, seal of authenticity and quality for the consumer.This innovative mix had enormous success in the USA and was awarded in 2005, during the New York AdWeek, it was named as top icon of the year in the USA, even before Ronald McDonald or the Nike Swoosh. Diversifying to fashion Propelled by the commercial success of the Tiendas Juan Valdez ®, Procafecol decided to develop a line of alternative products around the authentic image of Juan Valdez. From coffee mugs to umbrellas, more than 50 products were created and sold to consumers. In 2006, the ? rst clothing collection based on the historical icon was launched.In trendy neighborhoods of Bogota you may ? nd executives with a Juan Valdez jacket o r women with the latest model of a leather handbag. Gaining the European market When considering the conquest of the European market, the FNC did a thorough analysis of the consumption trends. Two ? gures impacted the directors of the Federation: European consumers are willing to pay 10% more for a product with a European Label and 73. 9% of them consider it as a quality seal. In September 2007, after 33 months of legal procedure, Colombian coffee became the ? st non-European product to obtain the PGI European Label (Protected Geographical Indication). Juan Valdez could now develop its commercial strategy and think of opening new coffee houses. Two were just created in Madrid while Paris and Moscow are now on the list of the international expansion plan of the Colombian Federation. By the end of 2007, the FNC and Procafecol were running more than 100 coffee houses in Colombia, 10 in the USA and 2 in Europe. They are now launching a new coffee house per month and want to make 2008 th e year of their European expansion. 1. 2. Juan Valdez BrandDescribe who Juan Valdez, what the brand represents, is and general details about it. Principal characteristic of the brand, why it is known, importance and recognition of Colombian coffee 1. 3. Strength of identity: Colombian Coffee To understand the influence of GI among Colombia the following four elements represent its national advantage in coffee industry. Factor conditions Due to the uniqueness of topographical factors and two rainfall seasons creates strongly national advantages. 6. 4% of total area of Colombia is cultivation zones, and 12% of coffee production area producing â€Å"GI coffee†.It provides 11 to 12 million production possibility per year. In addition, in 2010, there were 990 airports with 196 thousand air transport carriers, 6 ports and terminals with 2 million port container traffic, 874 km railway routes, 141,374 km roadways (CIA 2010 and The World Bank 2010). 18% of total 22. 5 million labour force involving agriculture, there have been an increasing number of producers after joining GI (Figure1) (Gomez, 2007) as well as foreign direct investment with 6. 7 billion in 2010 (The World Bank 2010). Demand conditionsThe demand of domestic market is one of important forces for development of industry. Compared to other countries, Colombia had lower needs of domestic market, which has low per capita consumption with 2. 8 kg only 5% of total national coffee production ( Benni, N. E. and Reviron, S. 2009). The domestic consumption did not increase even joining GI system, maintained at 1,400 thousands bags from 2007 to 2010 (Figure 2). Related and supporting industries In this factor, Colombian coffee industry has lower related and supporting industries.These industries and processes are mostly run by family or small businesses, due to the relatively simple methods and low investments needed. Firm strategy, structure and rivalry As one of well know coffee producer, Colombia has su ccessfully increased its competitiveness via sophisticated marketing strategies of the FNC. It applies trademark and certification mark to protect Colombian coffee. Since registered GI it has increased consumer’s awareness and creates better advantage against other competitors

Burglary & distinguishing characteristic

Burglary, larceny, and robbery all involve theft or the possibility and/or likelihood of theft, but there are some important distinctions between the three. Burglary is essentially the act of breaking into a premesis with the intention to commit a crime – usually theft, but other offenses are also included. A charge of burglary can be made whether or not a crime takes place inside the building or premesis; the act of trespassing is what sets burglary apart from the other two crimes.Robbery involves taking property which belongs to another person, by use of force or the threat of force or violence. The distinguishing characteristic of robbery is the use or threat of force; without this element, the crime committed is simple theft. In the case of robbery, the property is taken with the intent to permanently deprive the rightful owner of that property. But where burglary can be levied as a charge whether or not the crime took place, robbery can only stand as a charge if an actual theft did occur.Larceny is itself a type of theft, but with a handful defining conditions which must be met. The threat or act of violence is not present, as in robbery; however, the larcenist must be in complete possession of the taken item and remove it from its original location. The length of time that the victim is deprived of his or her property (whether temporary or permanent) does not have bearing on the charge. Also, the theft qualifies as larceny whether the theft is carried out directly (by the larcenist) or indirectly (by a third party).The controlling factor in identifying larceny is possession – whether or not the accused larcenist takes complete possession of the property and removes it from the possession of its rightful owner. In addition, the thief must have intent to steal, and the item stolen must have value. In virtually all jurisdictions, all three offenses are subclassified in varying degrees of severity. Works Cited Mansfeld, Yoel and Pizam, Abraham. (2006) Tourism, Security and Safety : From Theory to Practice. Burlington, MA : Elsevie

Analyze the content of TEN advertisements Research Paper

Analyze the content of TEN advertisements - Research Paper Example The paper "Analyze the content of TEN advertisements" analyzes ten articles. According to the theory, advertisements make people get addicted to unnecessary things and new habits. The second advertisement is that of Ford Mustang 2013. This advertisement lasts nearly 2 minutes and it appeared on television. In the advertisement, the new Ford Mustang 2013 runs down a beautiful street which is full of beautiful people. As the car moves, all people including children watch with admiration. In issues like that of Ford Mustang, one can apply the theory of Interractionism too. According to this theory, (as cited in Herman & Reynolds, 1994, p. 25) the advertisements create a virtual world of modern self. This helps create a new need to buy the new products. In the case of Ford Mustang 2013, the advertisement shows that people watch the new product with admiration. Thus, the viewer develops the feeling that getting that model is a necessary step to get admiration in society. Coca Cola adverti sement is the third one. It appeared on television and it lasts nearly two minutes. The advertisement starts when a young guy inserts a coin in the cola vending machine. The coin initiates a series of events inside the machine in which unnatural creatures fill cola in the bottle in an unnatural place and finally the bottle is handed over to the guy. Evidently the advertisement is capitalizing on the mystery regarding the preparation of coca cola. Admittedly, various rumors regarding the mystery of cola’s preparation can be a weakness. ... However, in the above stated ad of Coca Cola, one can see the art of capitalizing on the so called weakness. 4. Woman’s Horlicks is the third important advertisement. This advertisement is on print media. The advertisement shows a jar in the shape of a woman. The advertisement reads: â€Å"Your husband needs you, your children need you, your family needs you, your neighbors need you, your pets need you, your plants need you.† And the final statement goes: â€Å"And your health needs you.† Thereafter the advertisement contains extensive information about the nutrition content of the supplement. Here, it seems that one should think about the influence of sociological images to understand the importance of this advertisement. In the case of people, always ‘seeing is believing.’ That means through compelling images and statements, it is possible to develop the sociological imagination of people. A woman finds the advertisement of Horlicks something like a wake-up call. 5. The fifth advertisement is that of Nike. It appeared on print media. The advertisement shows a cheetah running at high speed. The cheetah has the trade mark of Nike on its belly. The heading of the advertisement reads: â€Å"What is the secret of this speed?† At the left bottom of the advertisement, it reads: â€Å"Ask the master.† And the right bottom of the advertisement shows the name of Nike and its trademark. The advertisement wants to compare Nike with the fastest animal on earth. In this case, the study by Lutz and Lutz (1977) seems useful. The study proves that interactive picture sequences have the power to enhance subsequent item recognition. When

Responding to Terrorism Essay Example | Topics and Well Written Essays - 1500 words

Responding to Terrorism - Essay Example The threat of terrorism is unending, and will most likely increase as time goes by. However, the response to terrorism should not be focuses on the military way, instead, the government should try to uncover the root causes of terrorism and work with other countries using intelligence to avert terrorist acts before they occur. Introduction One of the biggest issues in British politics is centered on terrorism and the resources expended for it. Some individuals in politics are of the opinion that terrorism should not be given as much attention as is currently done since it does not cause as much destruction as other catastrophes. Other politicians state that the best way to curb terrorism is by destruction of the terrorists using force of war. Terrorist acts all round the world continue to appear in headlines continuously, and some quarters seem to indicate that the attention given to global terrorism is not warranted. Statistically, global terrorism seems to pose a smaller threat tha n other catastrophes, for example, floods and famines. An investigation by an American economist, Krueger, indicated that the average chance of an individual succumbing to a terrorist attack in the United States or United Kingdom is less than 1 in 5 million (Krueger, 2007). However, the probability of individuals dying from other factors like natural disasters is of a higher magnitude. However, despite the statistic mentioned above, the threat of terrorism, or the actual occurrence of terrorism will dominate headlines more than any other event. Even if a terrorist attack does not claim any lives or damage property of substantial value, the media coverage and outcry from the public will still be overwhelming (Perl, 2007). Additionally, the government’s response to such an occurrence will most likely be higher that the response to any other event. Comparing the time and resources spent on the response to terrorism to the spent to on other global issues shows a big divergence (P erl, 2007). The government will spend more time, resources and personnel in trying to avert the threat of terrorism than any other global occurrence. Some quarters of the political quadrant might argue that the government is spending too much on an event that might or might not occur, but the following analysis shows that the resources and attention spent by the government, media and individuals in response to the terrorism threat is viable. The analysis will show that the terrorism response mechanisms currently in place are possibly due to the uncertainty of the attacks, but also due to the real threat that they pose to society. The Threat of Terrorism One of the first reasons why terrorism is taken seriously around the world is because of the uncertainty of possible attacks from terrorists (English, 2012). Many individuals will state that they are concerned for the country, but perhaps a more satisfying answer is that everybody is concerned for themselves. Increasing media coverag e has gone to show that terrorists strike randomly, thus increasing the chance that anyone could be a victim. This fact, coupled with the ruthlessness of the attacks, serves to greatly increase the attention given to terrorism. The main reason why the response to terrorism should be taken seriously is because of the underlying factors or reasons in every terrorist insurgence (English, 2007). Despite the fact that most

Therapeutic Nursing Interventions Research Paper

Therapeutic Nursing Interventions - Research Paper Example Nursing is a field that involves dealing with a large number of people and thus, communication is a key factor at work. However, it is through communication that the nurses get into conflicts with one another and with the patients (Morrell-Stinson, Abraham,  & Bolliger, 2012). Statement of the Problem The clinical problem here is conflict among the nurses and with the patients. While working, nurses tend to disagree about many things concerning work. In my environment nurses engage in issues such as stubbornness, failure to adhere to the right clinical ethics, and failure to follow the set rules and regulations. Therefore, this raises conflicts since the head officers will not agree to some of the behaviors displayed (Morrell-Stinson et al., 2012). The work environment also contributes to conflicts among nurses. For instance, in an environment where the laboratory equipment is few, nurses may get into a conflict over the use of such instruments. However, this will also depend to th e way in which the environment is organized. In an environment where duties are not well allocated to the nurses, the conflicts are bound to increase (Bjork,  1995). Since nurses are always working together, differences in personalities also contribute to conflicts. Each nurse has his or her own personality, which may be different from that of another nurse. This way, disagreements may be on the increase if two different personalities cross paths. In my environment, the issue of poor qualifications also contributes to conflicts both among the nurses and with the patients (Bjork,  1995). Conflicts with the patients occur when patients feel that the nurse does possess efficient skills in the field. On the other hand, conflicts with other nurses arise when a nurse performs a particular duty in the wrong manner. Therefore, the problem of conflicts in the nursing field can be faced in different ways. This is a clinical problem in my environment because many nurses have performed poor ly at work due to the issue of conflicts with their colleagues and patients. In addition, conflicts with patients have also caused loss of lives of many patients. This can be mainly explained by the fact that conflict resolution methods in my environment are very poor (Stanton,  2012). The reason why I chose to investigate this problem is because the issue has become a key subject of discussion since it is causing many losses among nurses and patients. For instance, conflicts have caused many nurses to lose their jobs and even their licenses. On the other hand, patients have also died due to chaos among the nurses in clinics. Therefore, this is an issue that needs immediate attention before it causes more losses. Increasing conflicts can also be attributed to the increasing diversity among people. For example, in the United States, clinical facilities are composed of nurses from different races and cultures. Therefore, the workplace consists of people with different cultural value s and thus, they have to learn how to tolerate one another’s values in order to stay in harmony. Current Clinical Practice In the current clinical setting, diversity is the key cause of conflicts and thus, nurses have to find a way of accepting and appreciating one another. The key mechanisms used in the current clinical setting include application of policies and regulations that should be followed at the workplace. However, in most cases these regulations do not

Exam Speech or Presentation Example | Topics and Well Written Essays - 1250 words

Exam - Speech or Presentation Example This leads to mistakes while driving and accidents follow. Similarly, driving at extremely high speed increases the number of accidents because any slight driving mistake at such high speeds are fatal. Reckless driving also increases rates of accidents through collision with other vehicles, pedestrians or objects along the road (Hour, 2007). The coefficient of determination can be directly obtained from excel’s summary of output. It is given by the value for R2 in the summary output. According to the data, the coefficient of determination is given by, Coefficient of determination represents the proportion of the dependent variable that can be explained by the explanatory variables. The value from the output statistics therefore indicates that the regression formula explains about 64.32 % of the data. The correlation coefficient indicates the degree and direction of correlation between variables. It shows how strong the variables are related with high absolute values (closer to one) indicating strong correlation while low absolute values (closer to zero) indicates weak correlations. Positive values of the coefficient of correlation indicate a direct relationship between the variables while a negative value indicates an inverse relationship between the variables. The value of coefficient of correlation, 0.802, indicates that the age and number of concerts visited are directly correlated. The correlation is further identified to be strong as the coefficient is closer to one. The model represents a multiple regression. This is because simple regression is characterized by existence of a single explanatory variable while multiple regressions have more than one independent variables. The model under consideration has three independent variables, which qualifies it for a multiple regression. Where y is the age at death and x1, x2 and x3 are

Week9 Assignment Example | Topics and Well Written Essays - 250 words - 1

Week9 - Assignment Example In Communist Russia, with the new policy of Dictator Stalin to abolish religion in state, people faced a similar scenario when all of their religious landmarks and praying centres were destroyed. Similarly, in terms of political aspects, there are divisions found in societies because of a difference of opinion and support over a matter of support of political party and even on formats of governance. Social aspects such as the difference of interactions and sharing of opinions also cause cornering of families and selected people among societies (Rees, 2004). Economic statures also have had impact on social gatherings of societies, as a rift is created among individuals of societies who belong to a separate economic standard. Lastly, cultural aspects also create hostile situations, as people of different backgrounds interact with only each other and are subject to racial stereotypes, which cause aggressive behaviour at an individual level. With these aspects, societies are subject to hostile rifts that result in dangerous outcomes at times, which must be controlled by government policy