UCLA Juan Valdez Business Case Study

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  1. Why were emerging business models in the coffee industry so threatening to Colombia’s coffee sector and the Juan Valdez brand?
  2. 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?
  3. Should Procafecol radically adapt its country selection strategy or should it stick to the plan that was slowed by the global recession?
  4. Should Procafecol invest in new brewing, packaging and other technologies, or remain firmly entrenched as a branding organization?
  5. 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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