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Marketing Plan for a new Fair Trade Company - Coursework Example

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Marketing Plan for a new Fair Trade Company

This research will begin with the statement that the modern business world is a highly competitive platform in which the strongest competitor gains at the cost of the weaker counterparts. Although this policy satisfies the economic rationale for trade, it hurts the social and ecological balance in the society. Since the market is a part of the society and the market agents are social beings, preservation of the right of the producers is considered a basic necessity in the contemporary business world, irrespective of their location or economic strength. From this concern, the concept of fair trade has evolved during the 1940s. A fair trade company is such a company that aims at providing appropriate wages to the producers, particularly the ones belonging to the developing countries. These goods would then be distributed to buyers in the international market. Several international bodies work in cooperation with one another to ensure that producers that are situated at less advantageous positions in the developing countries receive the rightful wage against their toil. Many companies operating internationally are now recognized as fair trade companies; they follow certain unique principles and the activities of all these companies are monitored according to these principles. The purpose of these companies to operate under the guidance of a uniform principle is to ensure that poor workers around the world are not taken advantage of. Fair trade coffee has gained importance since the 1990s. 
Situation analysis
Coffee Bar is a privately owned organization that would newly enter the UK coffee industry. The company is determined to gain reputation in the industry for its products and its service to customers. Coffee Bar would be a fair trade company. It would follow the established principles of fair trade in procuring coffee beans from the ...Show more


In this paper, the marketing plan for the introduction of this new fair trade company has been illustrated. Analysis of situation at the firm level and industry level shows that the firm has wide opportunity to capture the market for coffee in the UK since it is still growing…
Author : hmayer
Marketing Plan for a new Fair Trade Company essay example
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