Marketing Plan Juan Valdez - 7239 Words

CONTENTS 1. Opportunity. 2.1 Location. 2.2 Objectives. 2. Strategic Marketing 3.3 Segmentation criteria. 3.4 Customer. 3.5 Market segment or niche. 3.6 Competition. 3.7 Legal Aspects. 3.8 Product Positioning. 3. Tactical Marketing. 3.1 Product. 3.2 Price. 3.3 Distribution. 3.4 Communication. 4. Action control. 5.9 Financial Results. 5.10 Programming. Opportunity 1.1 Location. 1.1.1 Define the reason of marketing plan. the object or situation for which we made this marketing plan is first to meet an academic requirement and the effect of developing expertise in formulating marketing plans, and as a result of this marketing plan will inevitably improve our†¦show more content†¦There’s not clear information about how coffee arrived in Colombia. The historic archive says that the Jesuits brought the seeds around 1730. The tradition says that the seeds arrived threw the east of the country, and the harvest where registries in Giron, Santander and Muzo, Boyacà ¡. In 1835 the first commercial production produced 2560 bags and they were exported from Cucuta’s custom. Then the coffee extended to the center and west of the country in the departments of Cundinamarca, Antioquia and the zone of old Caldas. The consolidation of coffee as a product for exportation was from the second half of XIX century. The great expansion of the world economy in that period made that the Colombian peasa nts find an attractive opportunities in the International market. Between the end of 70s of the XIX century and the start of the XX century the annual production of coffee passed from 60.000 bags to 600.000 bags, this was made in the main big farms of the departments of Santander and Cundinamarca, having at the end of XIX century, 80 percent of the total coffee national production. There was a decline in the international prices in the first years of the XX century; this made a big change in the Colombian coffee cultivation. It can be concluded that in the period betweenShow MoreRelatedGlobal Trade : Juan Valdez And Coffee2541 Words   |  11 PagesRunning Head: Global Trade: Juan Valdez and coffee Global Trade: Juan Valdez and Coffee Erika Nieto Saint Leo University â€Æ' It is a globalised world. Being a part of this progressive society, growth is a key indicator of success. Global Trade is one such benchmark that differentiate nations and economies. Every nation has some policies to promote the strengths of their trade globally. Likewise, Colombia has been known to be the third-largest producer of coffee after Brazil and Vietnam (inRead More Executive Summary of the Hispanic Market Essay4353 Words   |  18 Pagesfoundation to begin with. Introduction â€Å"Today 50% of all bookings at Radio City Music Hall are Hispanic artists. Salsa outsells ketchup in the Midwest. Nachos beat hot-dogs at movies. What’s happening? Simple: A cultural and marketing phenomenon known as the U.S. Hispanic market.† - Bromely Aguilar Associates, media kit, 1999 With the changing face of America and the proliferation of the ‘cultural melting pot’, its more important than ever to accurately pinpointRead Morebrand audit of CocaCola4463 Words   |  18 Pagesand American countries) as cola, pop, or in some parts of the U.S., soda. Originally intended as a patent medicine when it was invented in the late 19th century by John Pemberton, Coca-Cola was bought out by businessman As a Griggs Candler, whose marketing tactics led Coke to its dominance of the world soft-drink market throughout the 20th century. The company produces concentrate, which is then sold to licensed Coca-Cola bottlers throughout the world. The Coca-Cola Company has, on occasion, introducedRead MoreEvolution Of The Starbucks Company7242 Words   |  29 Pagesthan Macy’s and other big chain clients) he decided to fly to Seattle to take a look (Koehn, 2005). Shultz was fascinated with the company, their operation, product and corporate culture. In 1982 he jo ined Starbucks as director of operations and marketing (Koehn, 2005). In a trip to Italy, Shultz’ focused on the important role coffee shops played on society and national culture. These coffee shops provided a â€Å"social† experience that gathered customers throughout the day. He envisioned Starbucks recreatingRead MoreCafe Coffee Day14374 Words   |  58 Pagesensure the highest level of hygiene and food quality. They impart training to the team on the preparation of the best quality of coffees and food at their cafes. The FB team sources and manages vendors who supply food to the cafes. MARKETING: The marketing team is responsible for the brand positioning and all brand building activities that result in increased sales and greater visibility. They are also responsible for the various sales promotion activities and tie-ups. This team designs and