(1) Analyze the unique nature of the Colombian coffee sector and state how it both constrains the Juan Valdez brand and how it offers opportunities for future innovations.
(2) How did the federation and the Juan Vladez brand adapt to a new era of competition in the coffee industry? Does the changed organization have the organizational capabilities to compete?
(3) Should Procafecol invest in new brewing, packaging and other technologies, ore remain firmly entrenched as a branding organization?
(4) Would you close the flagship store or keep it open? What are the reasons for doing each? Do the FNC and Procafecol have different perspectives on this matter?