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Bitaco Tea: A Taste of a Better World

Juanita Cajiao

商品編號:W27301
出版日期:2022/09/06
再版日期:
商品來源:
商品主題:Marketing; Sustainability
商品類型:Case (Field)
涵蓋議題:CSR, sustainability, niche product,
難易度:4 - Undergraduate/MBA
內容長度:17 頁
地域:Colombia
產業:Agriculture; Forestry; Fishing and Hunting
事件年度:2021

Agricola Himalaya was a family-owned Colombian company, the national leader in the tea industry, and the owner of the only tea plantation in the country, located in the middle of a mist forest. In Colombia, owing to the labour costs involved in tea production, importing tea was less expensive than producing it locally, but if Agricola Himalaya decided to import the tea, what would be the environmental and social impact of closing the plant and plantation? Agricola Himalaya attempted to resolve this dilemma by entering the specialty tea market, launching a new product that was sustainable and organic, with a range of innovative blends and a premium price. However, after eight years, its Bitaco specialty tea line had not reached break even, and in March 2021 the chief executive officer faced a new dilemma: whether or not to continue with the specialty tea initiative.

教學手冊:Bitaco Tea: A Taste of a Better World - Teaching Note
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