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Global Leadership - Essay Example

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Global Leadership Abstract The purpose of this paper is to select a country and to decide on a possible product to export to that country. The focus of this paper will be on the nation of Canada and the product that will be exported to that country is coffee…
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Global Leadership

Coffee exporting possibilities range from exporting raw beans, roasted product, packaged products as well as fast moving consumer products (Such as coffee ready to drink). Although there is already a significant coffee production infrastructure it is my opinion that the market is worth entering. The Coffee association of Canada (2003) indicated that coffee is among the most popular beverage choices in Canada with over 81% of Canadian adults drinking coffee on an occasional basis and over 63% of Canadians drinking coffee daily. Building on this previous point, Agri-Food Canada (2010) indicated that coffee makes up approximately 16% of all non-alcoholic beverage sales in the Canadian market. Source: Agriculture and Agri Food Canada. It was further indicated that average coffee consumption is approximately 2.6 cups a day which exceeds the relative frequency of the United States. Moreover Canadians consume coffee through a number of different channels, home made, at work, through specialty shops discount coffee retailers. By the shear presence of major specialty coffee shops such as Starbucks, Second Cup etc. and major discount retailers such as Tim Hortons or the coffee shop it is apparent that Canadian consumers are familiar with coffee and as such will not need to be educated as consumers on how to consumer coffee. ... Read More
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