1.

The capital markets of coffee in America

BLAS ANTONIO AVILA TAPIA - COD EST. 1511025458

MAYRUTH ALEJANDRA CALDERON NOVOA - COD. EST. 1721024501
JUAN CAMILO MORENO CÁRDENAS - COD. EST. 1521022227
KAREN GISEL TORRES - COD. EST. 1220012345
CARLOS ALBERTO TRUJILLO VARGAS - COD. EST. 1621024243
 2. Introduction

The United States is known as one of the world powers for two centuries, the country has
been developing with a fast and safe economy, standing out mainly for its industrialization,
while its export potential is what governs its
entries.

The US territory also enjoys a high productive level in the tourism sector as it has good
services for its inhabitants and to lend to foreigners. Certainly this country, is the right place
to make endless projects in various sectors, profitable businesses, work and others, which has
generated traditionally named as the "American dream."

Coffee exports from nine countries in Latin America, with the exception of Brazil, fell 6.13%
in the first seven months of the harvest that it organizes in October, compared to the same
period before,

The value of regional exports of goods will grow 9.7% in 2018, which will accumulate two
years of recovery after the marked decline between 2012 and 2016, according to the latest
projections of the Economic Commission for Latin America and the Caribbean. Caribbean
(ECLAC) announced today in Mexico City.

The opportunity to export Colombian coffee to the United States is mainly in the capsules or
pods of fresh ground coffee. The reason is that there is a growing trend in the availability and
popularity of single-cup brewing machines.

In addition, because it is considered premium coffee, Colombian coffee, the high demand in
the United States because Americans seek a healthy lifestyle with higher quality products,
which allows the doors to be opened for Colombian exporters. If you want to get there with
the production of Colombian coffee, keep in mind the organic certification of coffee is what
generates awareness.
 3. Research problem

Can one use differentials to quantify the real impact of quality or marketing
improvement,measures?

We cannot comment on the effectiveness or otherwise of grower support or marketing

programmes.

However, question is pertinent in that it is entirely possible that higher returns in fact mask
declining fortunes vis-à-vis comparable origins. A general increase in green coffee prices
may lead to an assumption that a particular initiative has been successful - "prices have
risen". But, in a good market prices for comparable coffees from elsewhere rise as well and
so the real question is: "he price rise more? To the same extent? Less?"

In a volatile market the timing of sales can greatly affect results: sales may be made early or
late in a year, for example due to harvest patterns or strategic decisions. If country A
marketed most of its coffee in the first half of a year when international prices were low, and
country B sold most in the second half when prices rose, then it is relatively meaningless to
compare the two as, most likely, B would have done better.

4. Hypothesis

“The Latin American coffee is preferred by Americans over others in the world due to its
quality and price, as well as traders due to its geographic proximity and trade agreements”

5. Justification

Although its origins go back to Ethiopia and the Arabian Peninsula, coffee is one of the
favorite drinks of the western world, being recognized not only for its benefits and healthy
effects on the human body but also for its exquisite flavor and relevant flavor , its benefits
being so obvious, that studies have determined that drinking three cups of coffee a day
reduces the risk of death, since it decreases the chances of suffering heart attacks, suffering
from cancer or acquiring diabetes.

It is important to emphasize that within the different benefits of drinking coffee, is the
protection of the liver against cirrhosis, mitigates the possibility of suffering from
neurodegenerative diseases, improves our physical performance, helps our body to burn fat
and keeps us alert by increasing performance capabilities, mental agility and sleep resistance;
for all these benefits is that coffee is one of the elite products when it comes to export from
countries such as Peru, Costa Rica, Nicaragua, El Salvador and Colombia where this is the
main export product.

The United States is the best destination to export coffee, given that, worldwide, it is the
largest importer of this product with 1,620.96 million kilograms average in recent years,
despite the fact that in the 1980s its consumption The trend was to lower, it seems to have
taken a new direction, since according to a study conducted by the National Coffee
Association of the United States, the consumption of this beverage has increased by 10%,
which means an average of 1.61 cups day per person, being the ages that consume the most
between 30 and 59 years and from this group, those from 40 to 49 years who report the
highest consumption. It is also indicated that the preferred time to ingest coffee is at breakfast
with 44.8%, with black coffee being the preferred one, but without ignoring that he
expressed, cappuccino and ice cream have been gaining ground in recent years.

The aim is to generate an area of commercial integration, among the aforementioned

countries, in order to negotiate a free trade agreement with the United States and thus achieve
benefits and tariff exemptions that allow us to maximize the profitability of our product and,
likewise, be able to enter into very competitive prices in the North American market, which is
so strong starting with a free trade zone, where trade barriers such as tariffs among the
countries in question are eliminated, in order to be able to move the merchandise among them
to seek improvements or transformations of this in order to export and looking forward to
migrate to a Customs Union.

6. General objectives

Put into practice the tools seen in the module accompanied by an autonomous learning where
we can understand more and more the marketing techniques.

With this work we seek alternatives to increase the sale of coffee in the United States,
determine the factors that intervene in the coffee market in order to find better lasting results
and lead to sales do not decline.

Evaluate the different countries that have the highest sales in this sector in order to determine
the most efficient processes and obtain the best results, understand the variables of the coffee
market and know what processes to carry out in each case in order to always obtain a profit.

Know the target market in all areas to determine the purchasing habits of individuals and
society in general to reach more people and thus increase sales
 7. Specific Objectives

● Identify the different marketing alternatives to increase the distribution of coffee in

the United States and Latin American countries.

● To know all those elements that participate in the export of the coffee and this form to
achieve reliable results and to be able to maintain the sales of the coffee in the
different countries.

● Determine which are the countries that have reached the highest sales of coffee during
the last years, to maintain the trade of the product in this zone.

● To study the market and likewise the users to know the daily activities of purchases
and in this way to propose new ideas that increase the sales of the product in the
selected country.

8. Characterization of the countries

Costa Rica.

Capital: San José.

Population: 4’857,274 (2016 Estimate).

Demonyms: Costa Rican, Tico.

Language: Spanish, Patua, English.

Religion: 76% Roman Catholic, 13% Evangelical Protestants, 11% Judaism, Baptist,
Lutheran, No Religion.

GDP: Total

$63.948 billions
Per cápita

$12,600

Inflation: 2,03% (Dic 2018).

Unemployment: 12% (Feb 2019).

Government: Unitary Presidential Constitutional Republic.

Even tough Costa Ricans belong to Latin America, they see themselves as superior to Central
and South America due to the abolition of their armed forces in 1948, high education levels
and stable politics.

It is a costume not to talk about business in the first meeting; usually lunch meetings are used
as business reunions and dinners as social events.

Tourism is a major income generator so Costa Ricans are used to foreigners but at the
moment of a meeting with someone they value some formalities such as Suits, formal
greetings, a flexible punctuality.

Nicaragua.

Capital: Managua

Population: 6,217,581

Area: 130,370 km2

Currency: Cordobas

Religion: Mostly Christianity

Official language: Spanish; Co-official English Creole Nicaraguan and Miskito

Nicaragua is the 126th economy by volume of GDP.

Annual GDP 2017 € 12,228M.

GDP per capita 2017 € 1,967

IPC General: 3.4% February 2019

Unemployment rate: IV Trim 2012 4.4%

Form of government: Presidentialist Republic; Participatory democracy.

Punctuality is a very important and determining factor when starting a business relationship
with Nicaraguan businessmen.

It is important that you know about the history of Nicaragua, its culture, its customs, its
geographical beauty, among others, these will be good topics to break the ice and start the
meetings.

Avoid talking about politics, corruption, civil war or religion, if your interlocutors do, try to
be discreet in your comments.

Accompany your presentations of all necessary material and, if required, take samples of the
product you are selling, this will give you more confidence in what you is offering to your
future partners.

Peru.

Capital: Lima

Official Language: Spanish - Quechua - Almara

Gentilicio: Peruvian

Form of Government: Presidential decentralized representative unitary Republic

Surface: 1 285 216.20 km²

Total Population: 31 237 385 hab. (2017) Census

PIB: USD 487 417 millones

Per Cápita: USD 14 9999

Moneda: Sol Peruano

The business culture of Peru is diverse, thanks to its wide cultural and ethnic variety; The
predominant conception in negotiations is bargaining, with initial exaggerated and apparently
rigid requests, which adjust and reduce over time, even abruptly and unexpectedly at the end
of the road, in order to guarantee the Closing that is not necessarily linked to the content of
negotiation, but to the legal security that this generates to consolidate the confidence in its
economy and attract foreign investment, its true objectives of international negotiation.

For Peruvians, negotiations have a fixed value that is subject to distribution, so that the gain
for one is the loss for another, typical conception of negotiation of 'zero sum'. This would
explain his behavior at the negotiating table - where he only wins or loses and his persistent
eagerness to take advantage of the counterpart.

For Peruvian culture, time is a relative concept in which unpunctuality and informality are
frequent. Informality allows them to reduce the pressure to negotiate or even compromise

In Peru, they negotiate heads, that is, high-level hierarchies, which are usually centralized,
prepared and visibly authoritarian, which do not give rise to other negotiating figures.
Although negotiations usually begin with qualified representatives of a technical nature, at
the moment of truth they have no autonomy; High hierarchies are what really define the lines
of negotiation and make decisions at the negotiating table.
Colombia

Capital Bogota

(and most populated city) Bogotá Coat of Arms of Bogota.svg

4 ° 35'56 "N 74 ° 04'51" OCoordinates: 4 ° 35'56 "N 74 ° 04'51" O (map)

Official language Spanish 1

• Spoken There are about 65 languages, including indigenous languages, English in San
Andrés and Providencia and palenquero in San Basilio de Palenque2 as co-official in their
respective territories1

Colombian Gentilicio

Form of government Presidential Republic

• President Iván Duque Márquez

• Vice President Marta Lucía Ramírez

Legislative body Congress of the Republic of Colombia

Independence

• Declared

• Recognized from Spain

July 20, 1810 (208 years)

August 7, 1819 (199 years)

Area Position 26.º

• Total 1 142 748 km²3

• Water (%) 8.8%

Borders 6672 km4

Coast line 3208 km4

Highest point Christopher Columbus Peak

Pico Simón Bolívar

Total population Position 30.º

• Estimated 45 500 000 inhab. (2018) 5

• Density (est.) 39.82 hab./km²

GDP (PPA) Position 31.º

• Total (2018) US $ 750,276 million6

• Per capita US $ 14 485.3016

GDP (nominal) Rank 39.º

• Total (2018) US $ 327,978 million6

• Per capita US $ 6 272.8186

IDH (2018) Growth0.7477 (90th) - Alto7

Currency Weight ($) (COP)

Time zone COT (UTC-5) 3

ISO code 170 / COL / CO

International trade in goods and services has been characterized by an exchange between
developed countries ("North-North") that is much broader, more diverse and more impactful
than that between developed and developing countries ("North"). -South"). Coffee is a
"North-South" product because its trade occurs primarily between developed countries and
developing countries located in tropical and temperate zones suitable for cultivation. Of the
total coffee produced in the world, close to 80% goes to the international market and only the
remaining 20% is consumed internally in the producing countries.

Coffee is produced in more than 60 developing countries or emerging economies. This is how
approximately 25% of total world exports of grain come from Brazil, followed by Vietnam
with 15% and Colombia with 11%. The remaining 49% is shipped from Central and South
America, Asia and Africa. For its part, the main importers are the United States (25%),
Germany (18%), Japan (8%) and Italy (8%). The attached map illustrates how in the red
circles, the main importing countries of the "North" stand out for their size of production, and
in the blue circles the main exporting countries

9. Conceptual Framework
 ● Geographic proximity

Due to the Colombian closeness to the U.S.A the freight costs are substantially less
than to other countries.

● Free trade agreement in force

As mentioned before freight costs are minimal thanks to the Colombia Trade
Promotion Agreement. For instance the Air shipping cost from Colombia to the
United States is 0,83 USD per kilogram compared to 3,43 USD from China and the
maritime ship cost is 0,02 USD per kilogram against 0,27 USD as well in China.

● High demand

U.S.A is the second largest per capita coffee consumer in the whole continent, the
first one being Canada. Also american consumers identify colombian coffee as the
best one for its taste, scent and growing techniques.

● Healthy benefits
Studies have found that coffee consumers have reduced the chance to develop
diabetes type 2, cirrhosis, Parkinson`s disease, cardiovascular diseases, liver and
uterine cancer and gout

10.Theoretical framework

The United States has manifested itself as an industrial power for a long time, dominating in
this way and through free trade agreements has improved its power. Production has opted
significantly for the purchase and income processes, so the above mentioned what they find
consistent with this text tells the most referential background to be part of the guide and the
framework of a work with this export criteria.

10.1 Export of colombian coffe

To characterize this part in the work; We prioritize the research carried out in the autonomous
university of the State of Mexico, which has the name, "Competitiveness of coffee exports
from Colombia, Guatemala and Mexico to the US market" this achievement analyze why
Colombia has lost power within the zone of exports leaving Mexico and Guatemala to win; In
this way we can highlight the importance of this research in the framework of our work
because this gives us the relevant guidance to clarify the potential of each country in terms of
trade relations with the United States.

On the other hand we can see the competitiveness cursor or the characteristics of why
Colombia continues to be a power in terms of exporting coffee and why the United States
continues to ask for said product; The above is manifested in a study carried out at the EAFIT
university, which is entitled "Oligopolistic differentiation of Colombian green coffee in the
US market" This work shows that the confidence of the strategy of differentiation of
Colombian green coffee in the US market has Involved that Colombia has an increasing
competition with its main competitor, Brazil. The foregoing highlights the effectiveness of
Colombian production against its other competitors.

10.2 Export of coffe in Mexico

Mexico has prevailed in global statistics; given the importance they place on the
competitiveness of these exports to the United States and the export markets; Following this
line we find an article entitled "Global Chains and Coffee in Mexico" which traces the
changes implemented within the structures of the coffee chains that are destined for export
based on global approaches.

We also have the following article entitled, "Mexico's Competitiveness in the Export of
Agricultural Products". This article analyzes the behavior of exports of agricultural and food
products of Mexico during the recent years with a worldwide emphasis.

10.3 Export of coffee in Honduras

We find that depth has been characterized in recent years by its studies and marketing
structures in exports, in 2016 an article entitled "Market study of organic fertilizer based on
coffee pulp in Tegucigalpa, Honduras" which is presented in the following way; I literally
take this from the text, "coffee production is one of the most important crops in the economy
of Honduras. Since this contributes 5% to the gross domestic product and generates more
than USD 700 million of foreign currency, the foregoing is a consequence of its export
process with the United States.
Based on this, this work highlights what was expressed in the following research, "Study of
the structure of coffee marketing in Honduras" which refers to the components that make up
the market structure of the marketing link and thus discover possible behaviors that affect the
coffee production sector.

10.4 Export of coffee Costa Rica and Brazil

Regarding Costa Rica, we find its support policies for the farmer system related to coffee.
This is the book titled "Public policies in favor of agriculture in Latin America and the
Caribbean" which tells us about the revolution caused by all free trade agreements among
other many more specific stories about the policies.

Regarding Brazil, we find the following statement entitled "Economic and social importance
or coffee Conilon" which tells us about the development and vital importance of the export of
coffee and the social and economic benefits of Brazil, and how it promotes growth of the
cultivation and export of coffee.

10.5 Export of coffe in Peru and Guatemala

The article related to but in terms of export dates from a university and the article is entitled
"Impact of the exchange rate and external demand on coffee exports in Junín 2002 - 2012, in
this the time of change and the demand of exports from the United States with a material
source of income.

As for Guatemala, we find that coffee cultivation and export are part of its vital development
to generate income production, this is what we refer to in the article entitled "Agriculture and
local development Guatemala"
 11.Legal framework

All exports in our country and international trade transactions in general are regulated and
protected by law, within which we will highlight the decrees and resolutions that have greater
relevance for the proper operation of the proposed activities. It is necessary to align ourselves
with the government entities defined for this in our country, such as the Colombian
Agricultural Institute (ICA) and in the United States, the Animal and Plant Health Inspection
Service (APHIS) and the U.S. Food and Drug Administration (FDA).

to. Decree 268511 of 99, which amended the Customs legislation in Colombia and which
controls Declarants, Customs Agencies,
Importers, exporters, Customs areas, Import and export modalities.
As an example, Decree 2685 establishes that the society of
Customs Brokerage (S.I.A.) is the only one that can fill the customs formalities when an
export exceeds USD $ 2,000, if the figure is lower, the exporter can perform the customs
procedures directly and without the need of an intermediary.

b. Resolution 424012 of 2000, which acts under Decree No. 2685 of 1999, modifying it,
defining and regulating the constitution and performance of Customs Brokerage Companies
(SIAs), permanent customs users, highly exporting users, international freight agents,
customs areas, authorized deposits, processes and modalities of Import, export regimes and
modalities, and multimodal transport.

c. Customs duty.
The Colombian customs tariff contains the codification, classification and nomenclature of
goods according to nature and / or unfolding, general rules for their interpretation, legal notes
and the general list of "Ad Valorem" rights to be paid in an import

d. Decree 458912 of 06, issued by the Ministry of Commerce, Industry and Tourism, in
which the information contained in the Customs Tariff was updated and reaffirmed the
provisions of the Tax Code, in that exports in Colombia are exempt from any assessment.

e. Resolution 05 of 2015, by means of which the regulation is adopted for the control and
administration of the register of coffee exporters of the National Federation of Coffee
Growers of Colombia, in its capacity as administrator of the National Coffee Fund.

Current regulations for exporting coffee, from Colombia

In use of the powers conferred by law 09 of 1991 and decree 1173 of the same year, the
National Coffee Growers Committee issued and regulated the export of roasted, ground or
grain coffee, it is entrusted to the National Federation of Coffee Growers of Colombia,
among others, to control the quality of the raw material and the finished product in the
factory, warehouses, ports and distribution channels. In accordance with the above, the
Coffee Quality Office of Almacafé S.A., was designated by the National Federation of Coffee
Growers of Colombia to establish mechanisms and adopt measures to preserve the quality of
coffee in marketing external and internal, implemented the procedures and methodologies for
this purpose.

Resolution 0355 of 2002 of Mincomex, regulates the registration in the National Registry of
Coffee Exporters. Being explicit in the "Article 2 RECORD OF EXPORTERS OF COFFEE
PROCESSED, ROASTED IN GRAIN, GROUND, SOLUBLE OR LIQUID EXTRACT.
Exporters of processed coffee, roasted, ground, soluble or liquid extract, must register in the
Registry of Coffee Exporters managed by the Sub directorate of Foreign Trade Registries of
the Foreign Trade General Directorate of the Ministry of Foreign Trade. For this purpose, the
natural person exporter or the legal representative of the legal entity exporter or their duly
accredited attorneys shall fill out and subscribe the form established by the General
Directorate of Foreign Trade, stating the following information:

1. Name or business name of the exporter.

2. Number of citizenship card or NIT, depending on whether it is a natural person or legal

entity.

3. Commercial Management.

4. Name, location and registration number before the National Federation of Coffee Growers
of Colombia, of the roasting industry or soluble coffee factory where the coffee is to be
processed
for export.

5. Volume of processed coffee that is intended to be exported in the first two (2) years of
operations, discriminated for each calendar year.

6. Name and number of the citizenship card of the person who signs the form. To the form,
the following documentation must be attached:
a). Original of the Certificate of Existence and Legal Representation of the legal entity
or of the Commercial Registry Certificate of the applicant natural person, issued by
the corresponding Chamber of Commerce not later than thirty (30) calendar days from
the date of presentation of the request;
b). Declaration stating that at the date of filing the application, there is no
administrative act or final ruling imposed on the applicant, his legal representative or
to companies in which the exporter or his legal representative has a participation
equal to or greater than twenty-five percent (25%) of the share capital, penalties for
customs violations,exchange or foreign trade, or, in the event of the existence of such
acts or orders, a statement informing about them, attaching the corresponding
photocopies;
c). Original references of one (1) bank and one (1) commercial entity, issued no more
than ninety (90) calendar days prior to the filing date of the request, on the financial
and commercial conduct observed against the commitments with these acquired, by
the applicant;
d). Letter of intent of the processing plant, if not owned by the applicant, stating the
commitment of the plant to process the export coffee of said applicant.
e). Certification of the National Federation of Coffee Growers of Colombia on its
compliance with the inspection report submitted by the exporter, signed by an
accredited or recognized certification body, or signed by a qualified and independent
professional, stating that the Plant Processing to be used to process the export coffee,
has a quality assurance system, complies with Good Manufacturing Practices and
complies with the technical requirements of the current regulations for the export of
processed coffee, in accordance with the regulations in force and in harmony with the
basic principles that the aforementioned Federation accepts for this purpose.
f). Policy to guarantee compliance with all obligations of the exporter for the National
Coffee Fund, issued by an Insurance Company legally established in the country, in
favor of the National Federation of Coffee Growers of Colombia National Coffee
Fund, valid until on June 30 of the year following that in which the request is made,
and in the amount of zero comma zero two (0.02) legal monthly minimum wages in
force as of the date of presentation of the request, for the equivalent, in bags of green
coffee of seventy (70) kilos, of the processed coffee scheduled to be exported in the
respective calendar year. In any case, the minimum amount of this guarantee shall be
two hundred and thirty five (235) minimum legal monthly salaries in force on the date
of submission of the request.

g). If so, the original of the power that the applicant has granted for the subscription
and
presentation of the application. "(Resolution 0355 of 2002 of Mincomex)

Sources:
https://federaciondecafeteros.org/static/files/RESOL05.pdf
http://www.procolombia.co/publicaciones/guia-practica-para-la-exportacion-de-cafe
https://www.trade.gov/
https://www.commerce.gov/
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