Conduct a critical analysis to the RESPONSE, listed below, (IN BOLD), In no less than 200 words. Responses must demonstrate clear, insightful critical thinking.

Question(s): Please review one or two of your favorite SMALL companies and find out what their vision and mission statements are, and discuss how they are related to what you learned this week, and what would you change, if any ,to improve them.

Response:

Hello Everyone,

The company I chose is Yipao Coffee which is owned by two Colombian entrepreneurs who have lived in San Diego, CA since 2012. Yipao Coffee was born of the love and pride they have for Colombia, its culture and its signature, coffee. The mission of Yipao Coffee is to help humble coffee growers from Colombia, who have suffered from a long and complicated armed conflict and a past marked by violence to show the world what a treasure they labor to create by offering an authentic and delightful cup of coffee to the world. Yipao Coffees vision is to improve the quality of life for every person in the coffee supply chain, from producers to consumers. From my perspective Yipao Coffee faces an enormous competitive challenge because they are developing a coffee business in the nation where Starbucks coffee and Dunking were invented. However, Yipao Coffees competitive advantage is that they come from the country renowned for producing the best coffee in the world; they are aware of this and use it as their primary marketing tool. As a guiding policy, they have committed to only bring, exhibit, and sell all coffee products straight from the mountains in Colombia, which is a win-win situation since consumers always value authentic products, which at the same time allows them to give coffee growers employment opportunities. In this way their actions are coherent with their mission and this benefits their brand image.

References:

Rothaermel, F. (2020). Strategic management (5th ed.). McGraw-Hill Higher Education (US). ISBN: 9781264103713 Yipao Coffee. (November 22, 2022). Yipao Coffee. https://yipao-coffee.com/