Plan De Negocio Para El Desarrollo Productivo Del Café Tipo Premium Con Fines De Internacionalización

Abstract

Café Mustaf Premium is an entrepreneurial project from the city of Tunja; its purpose is to commercialize high quality Colombian coffee which is harvested in Oiba, Santander, in a coffee farm called Villa Facunda. This high quality coffee has a SCAA (Specialty Coffee Association of America) qualification of 95%, which accredits its purity. To initiate the commercialization of Mustaf Premium coffee a store will be established in the city of Tunja, in the Santa Inés sector, in which cold beverages will be commercialized: coffee granita and iced coffee and hot beverages such as cappuccino, mocaccino, and espresso, and complementary pastry products acquired through a supplier. The 340-gram presentation of ground coffee for home preparation will also be marketed. In order to attract the attention of the consumer, an olfactory marketing strategy is established, which consists of roasting a portion of the coffee at the commercialization site to create an environment conducive to its consumption. In order to carry out this business plan, strategies will be established for its correct commercialization and acceptance by the target public. A financial feasibility study will also be carried out in order to determine the economic feasibility of the project and a country selection matrix will be designed to establish the target, alternative and contingent country to carry out the internationalization of the brand. The main competitive advantages of the project lie in the quality of the product offered, the skilled labor in the supplier's production chain and in the production of the beverages, as well as the technification that allows increasing the economic activity and carrying out efficient processes. The purpose that merits the creation of this project is the reactivation of the consumption of good coffee in Colombia, promoting the economic and cultural development of the coffee sector internally and thus being able to export a product with a national added value.