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Essay Details:
Essay text:
Cafe de Columbia needs to reformulate their marketing and corporate strategy in order to maintain their current market share as well as increase the perceived image of their brand in the eyes of the US consumers. The available resources for advertising have dropped recently which requires a more efficient and innovative marketing strategy. Changing US market and consumer preferences for coffee and increased global competition increase pressures for alternative corporate solutions which will open the way ahead.
2. Situation Analysis
In order to differentiate Colombian coffee products from other producer’s items, in 1960, FNC introduced a fictitious character of Juan Valdez to represent a typical coffee producer and trademarked this name...
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