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 structuring 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 identifiable, that would allow them to promote the specificities 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 personified 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
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 structuring 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 identifiable, that would allow them to promote the specificities 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 personified 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