COLOMBIAN COFFEE: A MARKETING STRATEGY BEYOND A BRAND AND ITS IMPACT ON THE INTERNATIONAL MARKET

Parolisi Ricardo, Giancarlo
URI: https://hdl.handle.net/10115/37837
Date: 2024-07-10

Abstract

This investigation analysis has as a main objective to analyse all the marketing strategy implement for Colombian coffee, since the country started to trade with it. It consists of first, a secondary research, based on multiple scientific documentation, secondly a primary research, based on a questionnaire to evaluate the habits of coffee consumers and three-in depth interviews to understand better the value chain.

Description

Trabajo Fin de Grado leído en la Universidad Rey Juan Carlos en el curso académico 2023/2024. Directores/as: María Fernández Fernández

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Creative Commons Atribución-CompartirIgual 4.0 InternacionalExcept where otherwise noted, this item's license is described as Creative Commons Atribución-CompartirIgual 4.0 Internacional