Table of Contents
EXECUTIVE SUMMARY 2
I- MAIN RESULTS 4
A) CURRENT MARKET SIZE AND STRUCTURE OF FAIR TRADE MARKET 4
B) PAST MARKET EVOLUTION 6
II- THE COMPANY 8
A) COMPANY’S CURRENT SITUATION AND RECENT HISTORY 8
B) MAIN FEATURES OF COMPANY’S OVERALL STRATEGY 8
C) STRATEGIC PLACE OF THE QUINOA IN OVERALL ALTER ECO STRATEGY 10
III- THE COMPETITION 10
A) IDENTIFICATION OF THE MAIN COMPETITORS 10
B) MARKET POSITION OF EACH COMPETITOR 12
IV- CUSTOMERS 12
A) OVERALL CUSTOMER PROFILE 12
B) CUSTOMER MARKET SEGMENTS 15
C) COMPANY BRAND POSITIONING 16
a) Product value offering 16
b) Service value offering 16
c) How does company position its offering in relationship ...view middle of the document...
But Alter eco already thought about prepared operations in Brazil in order to start a new Fair trade channel dedicated to South exchange.
The last few years, Alter eco continue to increase it turnover and attract more consumers. Nowadays the trend is positive for the Fair trade market because most of people want to have a good and healthy food every time in order to “fight against” the junk food.
Alter Eco is a French-based alternative trading organization, founded in 1998, which specializes in the import and distribution of Fair trade products.
Alter Eco is recognized for its unique marketing strategy, branding approach, and extensive product range.
Thanks to its singular approach to the economics of today, Alter Eco is one of the strongest Fair trade brands on the market. This company attempts to involve its consumers in the process of Fair trade and sustainable development.
Thus consumers can enjoy goods of exceptional quality and feel good because they’re contributing to sustainable development. Nowadays, Alter Eco purposes to its consumers a wide range of product and essentially a new way of eating healthy. They are constantly looking for new products which aren’t knowned yet, like the quinoa. Which are moreover good for the health.
Consequently we’ve chosen the Red Quinoa organic. The quinoa is an ancient cereal grain that grows in the South America, and has been cultivated in the region for more than 5000 years. It is recognized as the “mother grain” and as a “protein powerhouse”.
By the way, quinoa is nutritionally charged and is considered as one of the best sources of protein and amino acids by the Food and Agriculture Organization of the United Nations. Moreover the red quinoa can be a great vegetarian alternative with a delicate taste.
Red Quinoa is made by The National Association of Quinoa Farmers (ANAPQUI) in order to maximize the revenue of local communities who were selling at loss. Thanks to this organization, the workers can now benefit from decent living wages.
On the other hand, Fair trade is a viable and successful alternative to conventional commerce. This business model may gradually close the gap between rich and poor. Alter Eco provides consumers with quality product nevertheless many customers aren’t involved in this process of Fair trade.
So Alter Eco needs to prove that their products are good quality and have a sustainable approach centered on people and our planet.
I- Main Results
A) Current market size and structure of Fair trade market
We saw that, the United States were the pioneers of the Fair trade, with organizations as SERRV and Ten Thousand Villages. But the market of the Fair trade knew real expansion only from the moment when Starbucks, assignor at the request of a national campaign launched by Global Exchanges in 2000, began to introduce some fair coffee into his coffee shops.
Organizations and fair certifiers persuaded afterward the other companies...