Juan Valdez, a Colombian brand specializing in coffee production and marketing, illustrates the challenges and opportunities of international marketing in a competitive sector.

The case study highlights how the brand has differentiated itself through a multichannel strategy, combining physical stores, e-commerce, mass distribution, and strategic partnerships.
It emphasizes the challenges of its international expansion via a franchise model, raising questions about customer experience control and service quality consistency.

Through concrete examples, the case showcases the brand's efforts to innovate and strengthen its premium positioning, particularly through the launch of coffee capsules and the integration of artificial intelligence in product development.

Finally, the case study illustrates the key success factors of Juan Valdez, including its commitment to coffee producers, strong brand identity, and effective communication strategy based on impactful storytelling.