Benchmarking - Marketing assignment Essay Example | Topics and Well Written Essays - 1250 words

Benchmarking - Marketing assignment - Essay Example The set standards for the classification of this type of coffee suggests that it can only grow at certain height and therefore the brand as such has to meet certain criteria in order to be categorized as blue mountain coffee. There are two important reasons as to why the Blue Mountain Coffee became the leading coffee brands in the world. First is the overall quality of the coffee which is relatively superior to other brands of coffee whereas secondly, strict quality controls and protection has been ensured in order to make the brand an exclusive brand. These characteristics of the product therefore made it one of the most acceptable coffee brands in the world. Jamaica’s Blue Mountain Coffee is considered as the most controversial coffee brands in the world. It is also however, one of the premium brands of coffee due to its overall aroma, flavor as well as acidity and other qualities. It is however, argued that overproduction and changes in environment in recent years has resulted into the decline in the overall quality of the coffee. (Flock)2 Jamaica’s Blue Mountain Coffee shot to the prominence during 1960’s and 1970’s when it was considered as the best coffee in the world. It takes around seven years to mature and contains less caffeine as compared to other commercially produced brands of coffee. The history of Blue Mountain Coffee suggests that it was introduced in the region by Sir Nicholas Lawes during 1728. However, gradually, it spread to other parts of the Blue Mountain Area and as such was widely cultivated and exported. 3During first half of 20th Century, the overall quality of the coffee deteriorated thus resulting into significant reduction in exports of the brand from Jamaica. However, in 1948 Coffee Industry Regulation Act was passed in order to promote the industry as well as the social and economic life of those who are involved in the cultivation of the coffee. It is