Abstract
Over the last 50 years, the coffee market has suffered from a very bad reputation regarding the behaviour of the worldwide companies with their suppliers that are spread in some developing countries such as Colombia in South America. Over the last 20 years we have been witnessing that companies like Starbucks or even Malongo are making more efforts about this issue. This gives the hope that we can see through their communication policies making us aware about fair trade in coffee: can you think of the people who produced your coffee before buying it?
Our study will treat the case of Starbucks Coffee, the leader of the coffee market.
I. Starbucks coffee presentation
1.The development of the company
Starbucks Coffee was born in 1971 in Seattle. The company created by Gerald Baldwin, Gordon Bowker and Zev Siegl began to spread its activity in America since 1986 and decided 10 years later to reach foreign markets. Its strategy is to target the capitals first with the biggest and richest cities and then open shops all over the country.
2. Starbucks' ranking on the coffee market
Starbucks Coffee is the first global coffee brand in terms of detail sales. With almost 7650 shops in the world, its leading position enabled them to set up a new way of managing the supplying system of the coffee. The company tried to work as fair as possible with its suppliers that are mostly situated in South America, especially in Colombia. But this strategy has a price, and Starbucks Coffee are among the most expensive coffee shops
