Galavis: the challenge of repositioning a brand with history and tradition

Learning outcomes The key learning objectives are as follows: Case overview/synopsis Café Galavis, a family business with more than 100 years of tradition in Colombia, faces the challenge of repositioning its brand, historically aimed at adult consumers, in the minds of Generation Z. In 2023, the Board of Directors appointed Federico García Herreros as the new CEO with the task of leading the strategic transformation. Faced with generational change and competitive pressure from innovative brands, such as Juan Valdez and Starbucks, management must decide between three paths: product innovation, business process innovation or a combination of both. The case allows students to analyze youth consumption trends, evaluate the role of innovation in traditional family businesses and design marketing strategies to sustain competitiveness in a dynamic market. Complexity academic level The teaching case is aimed at students of undergraduate academic programs in the areas of innovation management, business management and graduate programs such as MBA. Likewise, in the Brand Management, Marketing and Strategy modules, the case allows us to raise different development strategies for decision-making when addressing a market niche with digital particularities and behaviors. Subject code CSS 11: Strategy.