I will inform you that I will be the Manager of sales of ground coffee company Caferoma in the Riga branch, Latvia. Similarly, as in other world sales markets of our brand product, in the last two years, the share of Caferoma in Latvia has decreased by almost 30%. When studying the reasons for the decline in product sales in Latvia, two main reasons were identified.
The first reason is associated with a decrease in the purchasing power of consumers who have become less loyal to luxury products, they are willing to pay less for cheaper coffee. The second reason is connected with an increase in the activity of competitors - both producers of branded coffee, and producers of cheap products. So supermarkets under their own brand sell similar coffee at lower prices, and direct competitors sell coffee in Italian style at a price 30% lower than Caferoma.
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