Imagine sitting at a trendy and relaxing café in the middle of a dynamic and energetic town square, in Latin America, enjoying a cup of fine coffee with a slice of delicious American style cheesecake. You have just entered the world of Rica Cheesecake and Coffee Company.
Our team was tasked with developing a concept or service in a foreign country and delivering a research project. The key to this project was selecting the country and a product that would have the greatest chance of success.
We focused on the Central American region of the world. We evaluated the seven countries that comprise Central America and chose one country with the most potential to deliver our product. The countries that were evaluated were; Guatemala, Belize, El Salvador, Honduras, Nicaragua, Panama and Costa Rica. As you can gather from our name of our concept, we have selected Costa Rica.
Each country was evaluated by the geographic, cultural, political, infrastructure, economic and overall risk to determine the optimum country. The countries in Central America had similar characteristics, from their religious beliefs to their "Metizo" population. They also depend on agriculture and tourism for their economies. Central America is plagued with political corruption, economic challenges and a continued drug trafficking problem.
One thing that these countries do have is the abundance of natural resources, fertile land, water and wonderful weather. This is what drives thousands of tourists to this part of the world. We found that a large number of U.S. citizens vacation in Central America, especially in Costa Rica, in fact, they like it so much, they retire there.
We have developed our concept with these and may other demographics in mind. In an effort to attract customers and create a competitive advantage, we will commit ourselves to a differentiated product/service strategy and will differentiate ourselves based... [continues]
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