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时间:2015-05-13 17:16来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien
PESTEL analysis of the global coffee industry.


Corporate strategy is the way a company or organization creates values through the configuration and co-ordination of its multi-market activities (Collis, 1997). Coffee is the most widespread drink in the world with approximately half-a-trillion cups consumed every year. There are two fundamental types of coffee: espresso and regular, or non-espresso. Espresso is the variety of coffee available in cafés and restaurants, whilst regular coffee is generally meant for the home. Nearly 70% of the world's coffee is produced by the Americas of which Brazil contributes 30% to the global production. The coffee industry of the world employs nearly 25 million people while approximately 5 million people work in the coffee industry in Brazil. Brazil has in excess of 3 billion coffee plants. The three major kinds of commercially produced coffee bean are Arabica, Robusta in addition to Liberia. Brazilian Coffee production figures rose by more than 12 million (60kg) bags to an amazing 46 million during 2008 – making the country streets ahead of the other two top world coffee producers of Vietnam (19.5 million bags) and Colombia (13 1 million bags).


High standards relating particularly to coffee producing methods are becoming more important in the industry and may gain political prominence. There is increasing pressure for businesses to trade ethically, that is, socially, environmentally, and economically responsible. This is reflected in the coffee industry by an increased demand and rising market value for sustainable coffees such as certified coffee and fair trade coffee, which guarantees a fair price to producers. The fair trade market which is now worth £100 million, is growing with developments such as Tesco's launch of their own Fair trade range. Fair trade is also a means by which the coffee shop industry can differentiate their products and gain a socially responsible reputation; Starbucks customers now have the option to buy fair trade coffee. Oxfam have claimed there is a niche' in the coffee shop market and have responded by launching their own brand of Fair trade coffee Progresso' which is sold on already established premises such as bookstores.


The impact of coffee on Brazilian economy was much stronger. The greater difficulty of coffee production and trade established important sectorial linkages within the Brazilian economy. Coffee was the foundation of the economy, accounting for 63% of the country’s exports. Brazilian economy went through periods of growth but also difficulties and increasing trends towards coffee overproduction. The economic performances and development prospects of many developing countries are largely dependent on commodity issues. (Photius.com, 2004)


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