UCLA Juan Valdez Business Case Study
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- Why were emerging business models in the coffee industry so threatening to Colombia’s coffee sector and the Juan Valdez brand?
- How did the federation and the Juan Valdez brand adapt to a new era of competition in the coffee industry? Does the changed organization have the organizational capabilities to compete?
- Should Procafecol radically adapt its country selection strategy or should it stick to the plan that was slowed by the global recession?
- Should Procafecol invest in new brewing, packaging and other technologies, or remain firmly entrenched as a branding organization?
- Would you close the flagship store or keep it open? What are the reasons for doing each? Do the FNC and Procafecol have different perspectives on this matter?
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