This article approves that the level of political integration with the rest of Europe is high. That said, the UK has remained separate from the EU's monetary policy and union, choosing instead to engage the EU nations in trade. The UK engages the world politically as a major western power, and its stature is confirmed by its being part of the UN Security Council. Politically, therefore, the country has clout and some stability that allows its citizens to engage the world in trade on positive terms.
This paper makes a conclusion that there are many ways to segment the market for fair trade coffee consumers in the UK, the most obvious of which relates to certain demographic characteristics relating to level of education and level of income. Income levels are implicit in the way fair trade coffee discussions center on providing fair prices plus a premium to existing players in the space. This means that the income demographic for the potential target market is also those who have middle class income levels. In terms of educational attainment, it is clear from the level of sophistication of existing customers of fair trade coffee that the level of education of the target market is tertiary or higher. Looking at the existing players for fair trade coffee in the UK market, one sees that with the exception of Starbucks, which as a high price and high quality positioning the rest of the market is impliedly located in the high price and low quality as well as low price and high quality quadrants. Decidedly, the positioning for FreeFlowing Coffee is high price, to position it as a premium brand. ...Show more