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Assessing the potentials of marketin...

Michigan State University.

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Assessing the potentials of marketing fair trade beans of Central American origin in the United States.

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Assessing the potentials of marketing fair trade beans of Central American origin in the United States./
作者:	de Villa, Lara Marie Mendoza.
面頁冊數:	185 p.
附註:	Adviser: Richard H. Bernsten.
Contained By:	Masters Abstracts International46-06.
標題:	Business Administration, Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1455721
ISBN:	9780549607649

Assessing the potentials of marketing fair trade beans of Central American origin in the United States.
de Villa, Lara Marie Mendoza.

Assessing the potentials of marketing fair trade beans of Central American origin in the United States. - 185 p.

Adviser: Richard H. Bernsten.

Thesis (M.S.)--Michigan State University, 2008.

Smallholder bean producers in Central America face innumerable challenges with the implementation of CAFTA-DR and with the rise of supermarkets as buyers in the region. To minimize threats faced by smallholder producers and to capitalize on the ever-changing consumer demand in developed countries, one of the best options for smallholder bean producers is to pursue niche marketing via fair trade---a rapidly growing market in the US (i.e. offering fair trade beans in the US market). However, beans are currently not marketed as a fair trade product. Hence, this study aimed to assess the potentials of marketing fair trade beans of Central American origin in the US market.

ISBN: 9780549607649Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Assessing the potentials of marketing fair trade beans of Central American origin in the United States.
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245 1 0 $a Assessing the potentials of marketing fair trade beans of Central American origin in the United States.
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502 $a Thesis (M.S.)--Michigan State University, 2008.
520 $a Smallholder bean producers in Central America face innumerable challenges with the implementation of CAFTA-DR and with the rise of supermarkets as buyers in the region. To minimize threats faced by smallholder producers and to capitalize on the ever-changing consumer demand in developed countries, one of the best options for smallholder bean producers is to pursue niche marketing via fair trade---a rapidly growing market in the US (i.e. offering fair trade beans in the US market). However, beans are currently not marketed as a fair trade product. Hence, this study aimed to assess the potentials of marketing fair trade beans of Central American origin in the US market.
520 $a This study employed a modified ROA approach to assess the market opportunities of fair trade beans, using market research techniques (i.e. literature review, trend analysis, and rapid market appraisal) and business analysis tools (i.e. identification of strategic factors and formulation of market recommendations). Results of the study indicate that there is a potential market for fair trade beans among the natural product industry agents. Offering fair trade beans can also capitalize on the growing demand for ethical products, globalization of tastes, and increasing health consciousness of consumers. Success in marketing fair trade beans will require matching the product needs of target buyers with the cluster of benefits that fair trade beans offer, identifying a strategic channel for marketing fair trade beans, creating effective point of sale materials, and developing strategic partnerships with fair trade networks, ftos, and support organizations.
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