STARBUCKS

Starbucks



Table of Contents

INTRODUCTION3

BACKGROUND AND OBJECTIVES OF THE RESEARCH4

LITERATURE REVIEW4

STRONG BRANDS DRIVE INNOVATION6

PRIMARY RESEARCH METHODS8

POSSIBLE PROBLEMS WITH RESEARCH9

Analysis Tool9

Time Table Schedule9

REFERENCES11

STARBUCKS AND THE COLOMBIAN COFFEE FEDERATION: HOW CAN BUSINESS AIMS AND BRAND IDENTITY CO-EXIST WITH ETHICAL AND ENVIRONMENTAL CONCERNS WITHIN THE COFFEE INDUSTRY?

INTRODUCTION

This thesis is about coffee sector, with a variety of ethical and environmental issues, coffee companies, coffee cultivation, such as Starbucks and Cafe Nero to investigate ways of addressing the points mark.

According to the Earthwatch Institute Europe, "Brown is the world more than 100 million people and is one of the most important crops in the world." In addition Penderghast (1999) are coffee, only the second most traded commodity in the world explained to oil. Represents a major challenge for tea and coffee, and even a luxury product in the market is not able to achieve hegemony, it is not surprising that most of the time.

However issues, environmental ethics and coffee to the number of brands. The coffee industry in general and the image of workers' mental slaves a little bad because it is unfair to workers difficult. Regardless of the fact that the mental image must be shaken hard, and as everyone knows, the sellers, the most frequent number of impressions. Still vague and general terms of trade in the demand for coffee is a luxury that a good financial and political benefits of the drug trade and arms trade and corrupt political system is based around the world, but is growing countries where economic problems, such as Kenya and Colombia.

This research is particularly relevant at the time that the "green" issues related to sustainable agriculture, organic and fair trade organizations is a time to get attention. "- Fire in the" cafes in London and the UK, the removal of the umbrella brand has a particular interest, Starbucks, the world's leading coffee chain in the street began to take action on the fact that the chain a boutique production and personnel, only "" Identity is a deal is done. What units - a brand recognized as a trademark? Is it because Starbucks in the global zeitgeist - and McDonald's - a company synonymous with soft and flexible, with globalization and capitalism, the ruthless (and potentially ethics)?

Coffee Association of Colombia is false. Like Starbucks Coffee and other sales as compared to the street Colombian Coffee Federation is the brand? How to weigh the financial success of both the company? What is the future of the ethics of the coffee brand strategies and brand and how these ideas and applied in other sectors and products?

BACKGROUND AND OBJECTIVES OF THE RESEARCH

Various tasks and objectives of the research project, which is a summary of the best questions and problems addressed here.

- Polls, surveys and interviews to gauge public perception of the coffee sector

- Colombia Coffee Association and Starbucks, to compare, in particular with regard to reality and the perceived image of the industry

- Identify potential problems involved, the brand of coffee trade routes.

- This is particularly relevant for the current year ...