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ID:37551583
大小:43.20 KB
页数:19页
时间:2019-05-25
《Fair Trade Case Study》由会员上传分享,免费在线阅读,更多相关内容在行业资料-天天文库。
1、COURSE:MARKETINGETHICSNAME:HuiJinID:12002541.0BackgroundFairTradecommonlyfocusesonthefigureofthesmallholdingpeasantproducer.Theeffectivenessofthisasastrategyliesinthewidespreadappealofaneconomybaseduponindependentfamilyproducerstryingtosecurelivelihoodsinimpersonalandexp
2、loitativeglobalcommunitymarkets.TheFairtrademovementhasachievedconsiderablesuccessinrecentyears.ThesuccessofFairTradeextendsbeyonditssalesfigures,asitisalsocreditedwithhavingputpressureonmainstreammanufacturestobemoreethnicalandtoadoptmoreofastakeholderapproachinbusiness
3、transactions(Madeley&Litvinoff,2007).However,beneaththeapparentsuccessremainsomefundamentalquestionsandtensions.Theculturallyappealingmoralitytaleneedstobeexaminedbydocumentingkeyaspectsofthepoliticaleconomyofcoffeeproduction.TheattemptbyFairTradetopersonaliseeconomicrel
4、ationshipsbetweencoffeeproducersandconsumersdivertsattentionawayfromaspectsofthepoliticaleconomyofproductionforthemarket.Therepresentationofproducersasneedyandhelplesswithmultinationalcorporationsisdeeplyproblematic.Sucharepresentationrevealsasignificantandsomewhatconcer
5、ningdiscrepancybetweenthelivesoffarmersandthenarrativesdisplayedinWesterncampaignsfortradejustice(Case:Caffeinewithaconscience).19CAFFEINEWITHACONSCIENCECOURSE:MARKETINGETHICSNAME:HuiJinID:12002541.0SituationalAnalysisTheacademicliteratureonFairTradethathasemergedinrecen
6、tyearshasbeguntoquestionsomeofitsmarketingandunderlyingassumptions(Goodman,2004).ItisessentialtouseSWOTanalysistoidentifymainissuesofthiscase,whichincludesanalysistoolsofstrengths,weaknesses,opportunitiesandthreats(Houben,Lenie&Vanhoof1999).Strengths:Foremost,FairTradeha
7、spushedavaluechainperspectiveoncoffeetogeneratehigherprofits.Thepromotionalmessagesshownoncoffee,andcontainedinleafletsandmagazineadvertisementsconveyasenseofpartnershipandmutualbenefittoamuchgreaterextent(Berlan,2003).Moreover,FairTradehasawidelytraderelationship.Atlast
8、,A&Fhasappliedeffectivemarketstrategiesthatcoffeehasbeenrepositionedthroughmarketingtomeettheincreasing
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