Coffee Export Marketing Plan
Silvera and Sons
Executive Summary (excerpt only):
Silvera & Sons (S&S) prepares green Arabica coffee beans grown in Brazil for exportation to American specialty roasters and sells to wholesalers on the Brazilian market as well. S&S will expand production capacity from 72,000/60kg bags per year to 120-160,000/60kg per year. The coffee stands out from that of the competition. S&S prepare the top five percent, in terms of quality standards, of all Arabica beans on the market. S&S' customers seek this product as it provides them with a point of differentiation to specialty roasters. In the past six years, demand for the coffee has exceeded the amount S&S is able to supply and have been forced to refuse requests for larger shipments.
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