Business and Market Analysis for the Commercialization of “Casú” Coffee in Finland

Abstract

Financing of Campo Veracruzano, SA de CV (FINCAVER), is a Coatepec, Veracruz company that emanates from the Regional Coffee Council of Coatepec (CORECAFECO) which seeks competitive development through differentiated coffee of excellent quality for people who like of a good coffee. It also supports small producers in the Coatepec Region with financing that increases production volumes and productivity. They are distinguished by the marketing of bulk coffee, roasted, roasted and ground in individual representations, successfully covering the demand that is desired by the consumer, likewise, has 2 brands legally registered: sustainable and casu, which each one of them sells coffee in all the previous modalities. A company needs to expand to grow, to look for new markets and to venture into them, but why export? Among the reasons it is possible to find the following: diversify markets and not depend exclusively on the local economy, acquire experience and alliances with foreign companies, or also the search for sales in greater volume. As a search for growth, one of the purposes of the FINCAVER company is to expand its market internationally, which is why this situational analysis of the company has been carried out to corroborate its export capacity, such as the analysis of the target market to show the feasibility of entering and thus be able to fulfill its intention of expansion and search for new clients.