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

Fecha

2024-07-10

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Editor

Universidad Rey Juan Carlos

Resumen

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.

Descripción

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

Citación

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