Assignment
Case Questions:
1. Coffee is typically regarded as a commodity and thus exports of Colombian coffee are primarily driven by price. Do you agree with this statement?
2. Describe three attributes of Colombian coffee that were adapted to meet overseas demand.
3. What are the main pros and cons of selling "100% Colombian" coffee through retail channels like Walmart?
4. Select one country (without Café Valdez presence) where Café Valdez should open a new coffee shop. Thoroughly justify country selection.
5. Update case information (new countries, new products, and new challenges).
Instructions
There is a one-page per question (double spaced TNR 12) limitation for your answers. Answers must be supported with marketing concepts and theories. Citations from the case and reading materials in support of your answers are mandatory.