Browsing by Author "Melissa Moreno Ramirez"

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    Competitividad y diferenciación de micro lotes de café de variedades exóticas de Colombia en el mercado especializado de Tokio, Japón
    Melissa Moreno Ramirez
    The present degree work analyzes the competitiveness and differentiation potential of microlots of coffee from exotic Colombian varieties (Geisha, Pacamara and Bourbon Rojo) in the specialized market of Tokyo, Japan. The research is developed under a qualitative approach of descriptive scope and non-experimental design, supported by documentary review. The analysis is structured in three dimensions: the productive situation and the limitations of small Colombian coffee growers to access specialized international markets; evaluation of market potential in Japan; and the logistical, customs and commercial requirements necessary for export to Tokyo. The theoretical framework is based on Porter's theory of competitive advantage, particularly on the differentiation strategy with focus, which allows competing based on unique attributes such as quality, traceability and sensory profile. The results show that Japan represents a strategic opportunity for Colombian specialty coffee, due to its high level of demand, consumer sophistication and willingness to pay premium prices. However, structural barriers related to certification costs, technical capabilities, and regulatory requirements persist.