Many people start the day with a cup of coffee. Coffee affiliates are growing all over the world, and coffee is one of the most popular drinks. A Colombian Franchisee Juan Valdez is a growing franchisee in the United States specializing in coffee. The article “Colombia's Juan Valdez Cafes Ready to Challenge Starbucks” (Wyss, 2013) makes a comparison between Juan Valdez and Starbucks. Compare Starbucks expanding stores in Colombia and Juan Valdez expanding in the United States. Use the country of Chile to compare how each store sells side by side. In the article he describes the benefits of Juan Valdez's expansion into the United States. On the other hand, it shows how Starbucks will have difficulty in Colombia competing with an all-Colombian company. The foundation and operations of Juan Valdez are explained in the article. It also details how Starbucks uses new brands to keep customers coming to the store. The article is a great example of international trade in the world. The article is a great example of the topics covered in Business 101. It covers business, franchising, marketing, and brand names. The article explains how coffee shops operate in a global economy. The Juan Valdez franchise in the United States from three stores to sixty new stores will increase the Juan Valdez brand. The owners of Juan Valdez are Colombian agricultural companies called the National Federation of Colombian Coffee Growers. The coffee sold by Juan Valdez goes to the farmers as royalties. Juan Valdez is a national brand of Colombia which makes it a big seller in Colombia. When the brand moves to the United States, it will sell all beans from Colombia. The Colombian coffee brand is imported to Juan Valdez to provide the best tasting coffee. T...... middle of paper ......mineral. Starbucks' weakness is that only Colombian coffee will distort the brand name. The opportunities are that Colombia has a growing middle class. The threats are that if an American company the store could be targeted by terrorism, or Colombians would prefer a Colombian company to an American one. Weaknesses and threats outweigh strengths and opportunities. The article Juan Valdez Coffee in Colombia Poised to Challenge Starbucks is a great example of Business 101's cover material. It covers a range of topics, from branding to franchising. Juan Valdez is a growing company that will have a store in most cities in a few years. Works Cited Wyss, J. (2013, November 9). Colombia's Juan Valdez coffees ready to challenge Starbucks. Miami Harld, p. 1. Retrieved from http://www.macon.com/2013/11/08/2762925/colombias-juan-valdez-cafes-poised.html#storylink=cpy