Cafe de Columbia
... coffee producing countries. Other countries have gotten into the coffee market creating a glut of premium coffees. Another issue is that there has been an altering of people’s attitudes pertaining to coffee that must be addressed. Alternatives: The FNC can do nothing and allow the market to differentiate its product through natural selection. They can also work with other coffee producing countries to come up with a plan to stimulate the coffee economy and differentiate its product through the campaign. The FNC can also take its product and expand on the brand name to differentiate. Criteria: The FNC must work with the Colombian government to build a better infrastructure. This will help reduce costs because too much time and money is lost in transport. The FNC must look at the attitudes of today’s market. Recommendations: People expect to pay more for a better product, but the quality must be visible in some way. In the case of Café de Columbia this should be in the quality of taste. Since taste of the coffee bean is paramount, the first thing that should be accomplished is an agreement with an agricultural company to create a bean that can withstand adverse weather patterns, as well as disease. (This is something for generations to come.) The FNC should work with the coffee growers of the world to help boost coffee consumption, but not dilute its brand by giving it to them for a fee. The coffee bean and brand give them a comparative advantage that should not be wasted. T...