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An Exploratory Study on Nation Branding of Guatemalan Coffee

초록/요약

The Nation Branding is a strategy proposed for some marketers and scholars to boost the market success for products and services from a specific country. It improves the awareness among consumers and influencers around worldwide. Therefore, these two keys effects are expected to provoke a better situation in terms of price and amount of consumption of the goods from the country. Consequently, this research is oriented to propose a plan to conduct the Guatemalan gourmet coffee in a better position in global markets, to pass from an undifferentiated coffee bean to an experience of sharing a delicious cup of coffee. Key words: Nation Branding, Differentiated Commodities, Provenance Paradox, Gourmet Coffee.

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목차

1. Chapter One: Introduction 12
1.1 Statement of the problem 14
1.2 Research questions 15
2. Chapter Two: Literature Review 16
2.1 Branding: Market Access of Differentiated Commodities: 16
2.2 Benchmarking Business Schema 19
3. Chapter Three: Current Situation
3.1 Guatemalan Coffee Profile 23
3.1.1The Lure of Guatemalan Coffee 23
3.2 Coffee market: current situation 27
3.2.1Coffee worldwide supply 27
3.2.2Consumption Characteristics 29
3.3The Gourmet Coffee Business 31
4. Chapter Four: National Branding for Guatemalan Coffee: 34
4.1Branding 35
4.2 Nation Branding as a Competitive Advantage 40
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4.3 Precedents: The Provenance Paradox 42
4.3.1Perceptions about Guatemala 43
4.4 Brand Strategy Design 43
5. Chapter Five: Exploratory Study
5.1Methodology: Statistics of Frequency 45
5.2 Target group analyzed 45
6. Chapter Six: Discussions and Conclusions 60
8. References 62
9. Appendices 65

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