Exportations

Product: Cane honey/ Cane molasses

Cane honey is a thick liquid product made from a nutrient-filled juice that is obtained from sugarcane.
Its appearance is similar to the regular honey that we all know but this one is very dark or brownish, and
also Cane Honey is one of the most beneficial and demanded products of the sugar sector.
Nutritionally it has a very high content of vitamins and abundant minerals, which include iron, copper
and magnesium
The cane has a high energy content. For this reason, is mainly used in energy drinks, natural juices,
sodas and even alcoholic beverages such as rum. On the other hand, it is used for healing, anticaries,
creams, shampoo that prevent hair from falling, soaps, skin care and medications to cure the flu.
In the food industry it is highly used as a sweetener for cereals, breads, desserts, chocolates and energy
bars, also it is suitable to replace sugar in some diabetic people and even it can be part of a diet to lose
weight and its high magnesium content makes it a very effective product to prevent bone problems and
anemia.
Sugar represents an important commercial sector in Colombia, its mayor production is located in valle
del Cauca, Risaralda, Caldas and Quindío, there are 243,000 hectares planted of sugarcane.
In this sense, Colombia is part of the group of nations responsible for 80.5% of sugar production and its
byproducts in the world. Making the country rank in the 10th place in the world ranking of sugar
producers among 91 other countries.
Total Exported (Last five years)
27,412,685 US $
Quantity Exported
246,447,390 kg
Main destination countries
United States (74%)
Ecuador (10.5%)
United Kingdom (8.0%)
Management

Management structure of Gap Inc.

Gap is an important American worldwide clothing company created in 1969 by Donald Fisher and Doris
Fisher. The company operates six primary divisions:

 Gap (the namesake banner)

 Banana Republic
 Old Navy
 Intermix
 Hill City and Athleta
The five brands of Gap Inc. and more than 3,200 stores are currently in more than 40 countries
worldwide
They created a global brand management structure to promote long-term growth of the company, and
the organizational structure of Gap can be defined as hybrid because it integrates certain elements of
divisional and hierarchical organizational structures.
Gap's organizational structure is divided into six divisions and each division represents a separate brand
and is headed by a president. At the same time, the organizational structure of each division is highly
hierarchical and there are multiple levels of management between the president of the division and a
shop floor assistant.
Gap's main strategy is to surpass its competition based on different characteristics, such as higher
quality, wider product selection, added performance, value-added services, more attractive style and
technological superiority and the company always keeps up with the latest trends.
Marketing

Airbnb/ brand inspired social campaign

Airbnb, a community marketplace for people to list and book accommodations around the world, it
offers housing in 191 countries of the world and it was founded in 2008 out of San Francisco, California.
Since then, Airbnb has grown to 1,500,000 listings in 34,000 cities worldwide. A large contributor to the
company's explosive global success was Social media.
In January 2015, Airbnb launched a social media campaign around the hashtag #OneLessStranger. The
company referred to the campaign as a "global, social experiment," in which Airbnb asked the
community to perform random acts of hospitality for strangers, and then take a video or photo with
the person and share it using the hashtag. Brian Chesky, Airbnb's CEO, gifted one million dollars in the
form of ten dollars into the accounts of 100,000 people in the Airbnb community. He wanted them to
put this donation towards committing one act of hospitality for a stranger, document it, and upload
that to social media with the hashtag #OneLessStranger.
Just three weeks after the launch of the campaign, over 3,000,000 (million) people worldwide engaged,
created content, or were talking about the campaign.
For a brand that is about ‘belonging anywhere’ this is a great brand gesture that brings to life the brand
in a very genuine way.
Gerencia
Mercadeo