International Process Juan Valdez Brand

The principal mission of Juan Valdes' brand is to make a business model that identifies the coffee of Juan Valdez as the best Premium Colombian coffee made by Colombian farmers.

In that way, the strategy used by Procafecol search to focus on the general knowledge by all their customers of the Colombian coffee, especially taking care of all the Colombian coffee characteristics (productions, farmers, process, quality, Colombian culture, etc.); with that the brand want to show the coffee community as a group that want to project a positive image that support the quality of the product.

Also, in order to promote the work of Colombian coffee grower all the products in the stores and showcases focus in the brand and the Colombian quality, this strategy is used in all the stores around the world, as national as international stores, which means that is the bases of the strategy used in Spain. In conclusion, this approach uses those elements to differ from other companies that sell coffee in Spain.

On the other side for accomplish the goals and achieve the relation of the stores and the products with the Colombian characteristics they use a marketing strategy that shows Juan Valdez character as a Colombian person who create a product knowing exactly what are the tastes and the quality process that customers want in a coffee, showing that the Premium coffee do not differs between countries, not only Colombian consumers, but all people in the world, like that the products sold are not adapted to a specific profile in each country, are for a world customer. In that way the company developed the brand, the production and the marketing in Colombia for a first time, and next in Spain with the same guidelines and principles.

Therefore, the products offered in Spain are done under the criteria of well-being and energy to people that consumes Colombian coffee, this criterion is was tough in the bases of the brand and not in Spain costumers. As a result, the products are standardized in all stores and not adjusted to the preferences of Spain customers or other preferences of the coffee sold in the country; the same product sell in Colombia, is the same coffee sell in Spain.

Procafecol makes all his activities in Spain focused in their brand goals. Because of this, they do not want to learn about the other Spain coffee shops, the other strategies used in the country, the coffee Spain industry, etc., first of all they want to make known the brand Juan Valdez as the best coffee made by Colombian families, as a result the knowledge flows from Spain operations is little.

To sum up, Procafecol and the Juan Valdez Brand use a home replication strategy in their process of internationalization, included the process done in Spain because first of all the products are not adapted for Spain marked and the bases of the product are the ones of the Colombian costumers, and second is not big the knowledge flows.