Introduction Introduction
In nal ne nd su ent cu an int an Alb ed se Th a ch hat co as ke is to nal Ne ete ne Th he
Objetives Objetives
To an Alb es, int on pro
the intercultural and protocol elements necessary for its implementation with a North American state S S
Company Company
Gr a Co ng, ma ols the he mu ia. Re is ren ess ca nal pro Fo an
Corporate Corporate
quality filters: optimal ripeness picking, floating, wet parchment selection, green bean sorting, and final cupping. Through this process, the company guarantees an exceptional sensory experience with every cup, combining precision, tradition, and innovation.
Vision Vision
2. Innovation in Flavor Assembly
Develop unique sensory profiles through the art of assemblage, in which the master cupper blends coffee varieties to balance fruity, caramel, and dark chocolate notes.
3. Sustainability and Social Responsibility
Obtain and maintain certifications such as UTZ (2006) and Rainforest Alliance (2010); implement composting programs and promote biodiversity on the farm, while ensuring fair labor conditions and continuous training for staff. 4. Co ea, Be lty co 5, Op fer sp ge su
Diversification in the portfolio: San Alberto coffee is recognized nationally and internationally for being a premium and good quality coffee, incursion into the natural cosmetics category expanding its value propositions and taking advantage of the global trend towards natural and sustainable beauty products.
Added value and differentiation: This scrub uses 100% San Alberto coffee, one of the most awarded in Colombia, which gives a strong endorsement of quality and excellence, having something exclusive, which allows positioning this product in the luxury segment aligned with the mission and vision of the bra Se an ad ow on ith pe ter loy Int nd for kin (im es the he int hly va Su y's
Technical data Technical data
characteristics Detail
Commercial name
Brand
Key Ingredients
Presentation
Benefits
Retail Price
Target Audience
San Alberto coffee and mint scrub
Café San Alberto
100% San Alberto coffee, mint
Face and body exfoliant
Natural exfoliation, revitalizes and energizes the skin, luxury sensory experience
$67,000 COP (approx. $21 USD in international store)
Premium product consumers, coffee lovers, natural cosmetics market
Origin Buenavista, Quindío, Colombia
Certifications
Sustainable and responsible practices (aligned with UTZ and Rainforest Alliance for coffee)
Sales Channels
Physical stores (“Coffee Temples”), national and international e-commerce
Luxury product, natural, sustainable, backed by Colombia’s most awarded coffee brand
Positioning
International negotiation proposal International negotiation proposal
Ca est ec in inn for nic us co In ic, an by inf nd au lic po afé Sa Th ble pro ce the ith the EL EL
Name: Mariana Ramírez
Position: International Trade Director – Café San Alberto
Professional Training: International Business
Specialization: Foreign Trade and International Marketing
Languages: Native Spanish and advanced English (C1)
Experience: 6 years leading export processes for companies in the food and cosmetics sectors; participation in trade shows such as Cosmoprof North America, Expo West, and Specialty Coffee Expo.
Pr Ma of int shsp apt co an eff her to o a co
T the C zes th ach is ting co and lo
The core strategy selected is a collaborative (win-win) strategy, as the objective is not simply to close a sale, but to establish a lasting and mutually beneficial business relationship with distributors or retailers in California
The approach adopted focuses on cooperation and mutual benefit, avoiding aggressive or competitive dynamics. This strategy seeks to build a strong business alliance based on shared values, such as sustainability, product au Th s a str es the a dif apt ce he ex NE NE
1. es to 2 ith the es 3 eeba he bra he ac 4. ns an in the 5 an Alberto commits to give exclusivity of the product in this state, making a sales planning and complying with the clauses of the contract and proceeds to the signing of the same.
INTERCULTURAL ASPECTS AND PROTOCOL
INTERCULTURAL ASPECTS AND
Punctuality:
Conclusions Conclusions
International negotiation is a fundamental tool in the internationalization processes of in dem he app s, add al prot et mar Caf at com evid alig e, stre The h, prov al com he Cali ue the Fina nt diffe id mis as pun ng suc of comp g p p g g p to the international market.
Bibliographic references Bibliographic references