Externalización Del Café

COFFEE PROJECT
International Business





















Index

1. Company Background 3

2. History of Coffee 4

3. Our Competitors 5

4. Finland vs. China 6

5. China’s Culture 7

6. Source 8

7. Production 10

8. Marketing Policy 111.-Personalize our Product 11

2.-Purity of our Product 12

9. Distribution 13

1. Joint Venture 14

10. Financing 16

11. Ethical Behaviour 19

1. – Corporate Social Responsibility 21

2.-Charity 21

12. Bibliography22

13. Appendix 23







1.-COMPANY BACKGROUND

Founded in 2007, Pure Coffee (PC) is engaged in the coffee business, by importing and exporting this product from different countries to others. Our headquarters are in Madrid, located on Calle Alberto Aguilera Number 27. We are a young group of entrepreneurs with lot of ambition that just out of college saw abusiness opportunity in this sector in order to take it forward with innovative expectations that differs us from our competitors.

Our business is based primarily on bringing to Spain the best and purest coffee beans from the area of South America, specifically Colombia, and then began the process of manufacturing and processing of coffee beans to customize it for different markets inwhich we will operate either in Spain and other European countries.

In fact, we started our commercialization in 2007 only in our country. Shortly after founding the company we could sign a distribution agreement with one of the leading supermarket chains in the country like Mercadona. This gave us a plus in brand image and we became increasingly known. Therefore, seeing the businessgetting more and more prosper we decided to look for any opportunity abroad. By studying the different options that the market offered us we quickly throw away countries like the UK because of its high consumption of tea and forecasts that showed this factor would not change in the short term, and Switzerland due to the existence of a strong competitor based in the country as it was Nestlé.The other major coffee importers in Europe were the Scandinavian countries, and the consciousness existing in these countries about taking care of the environment and health concerns gave us a unique opportunity to get into the coffee market with our 100% pure and natural product. So we expanded to Norway.

Due to the reputation gained in Spain, we were able to commercialize our coffee atthe Norwegian supermarkets Rema 1000 and Coop Prix. Our product was positively accepted by the Norwegian population and every year we gained a greater market share.

Thanks to the smooth running of the business, we are currently studying the idea of ​​internationalizing outside Europe, particularly to Asia, where growth opportunities given in the current economical situation aresignificantly higher than in Europe and USA.

2.-HISTORY OF COFFEE

The international spread of coffee growing and consumption began in the Horn of Africa, where according to the legend, coffee trees originated in Ethiopia, in the province of Kaffa. A less probably believable legend, tells that an Ethiopian shepherd was surprised about the strangely active behaviour of his goats after havingeaten coffee cherries, and so, he discovered the famous qualities of the coffee. It is known that coffee was eaten by slaves when they were transported from the current Sudan to Yemen and Arabia in the 15th century, through the port of Moca (and that is the reason why somewhere coffee is also known as Mocca) and that coffee was cultivated in Yemen in that time.

In the beginning, Yemeni...