Analysis of Fair Trade coffee market in the Czech Republic

Edita Svitáková

Diplomová práce

Abstract:

The Diploma Thesis is focused on the analysis of Fairtrade coffee market in the Czech Republic. The literature review describes and explains the main concepts and topics which are crucial in connection to Fair trade trading and Fairtrade trademark and its certification. The theoretical part is followed by the analytical part which is based on the analysis of Fairtrade coffee market in the Czech Republic. The analysis investigates the external as well as internal factors influencing the market, price of Fairtrade coffee and its development and especially the accessibility of these products and its retailers that were summarized by the own observation. In order to analyse the competitive rivalry in the industry, the Porters Five Forces model is applied. Subsequently, there are recommendations regarding market expansion and future prospects of Fairtrade based on the main findings and SWOT analysis results. The conclusion contains summary of all relevant facts and results.

Keywords

Fairtrade trademark, certification, Fair trade, market, coffee

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 25. 11. 2016

Obhajoba závěrečné práce

• Vedoucí: doc. Ing. Mansoor Maitah, Ph.D. Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Magisterský studijní program / obor:
Economics and Management / Economics and Management