Category: Coffee

Introduction

Caffeine is a chemical stimulant that naturally happens in beverages including coffee beans and cocoa among others. This substance, which is chemically referred to as trimethylxanthine, is not only present in beverages, but it is also found in both prescribed and non-prescribed drugs. Chemically, this substance is represented as: C₈H₁₀N₄O₂. Its corresponding molecular formula is as shown below:

The literature in this paper is biased towards beverage coffee and its health impacts on consumption. The health impacts arising from the consumption of coffee continue to elicit mixed reactions among consumers. Initially, ten decades and beyond, the consumption of coffee had been tainted for it was believed to be associated with negative health impacts. As such, studies revealed that the health risks associated with its consumption include among others severe blood sugar swings, acid imbalance, exhausted adrenaline glands, and essential mineral depletion (Superko 599). In the year 2004/5, pundits findings suggested that coffee was associated to health beneficial factors. To this, their studies revealed that consumption of coffee is responsible for reducing ones vulnerability to cancer, diabetes, gallstones, and Parkinsons disease in men.

Coffee is consumed far and wide around the world and it has the potential of attaining addiction levels if excessively consumed. This presents a budding problem among people with hypertension. Consequently, these people are advised by the doctors to use decaffeinated coffee so as to avoid putting themselves at risk. This is the alternative used by coffee addicts who are perhaps cautious about their health. However, studies have revealed that this beverage is not 100% caffeine-free thus; the big question that lingers at the back of the peoples minds is: what is the minimum level beyond which caffeine concentration present a significant health effect? To complicate matters further, it is argued that decaffeinated coffee is associated with other health risks that include increasing the levels of fatty acids and enhancing the chances of miscarry among pregnant women. This prompts the question: what could be the risk factors associated decaffeinated coffee? These two questions present the skeletal through which the hypothesis of this research paper is coined from.

Hypothesis

This paper is framed around two null hypotheses: first is, decaffeinated coffee is not caffeine-free, and second is decaffeinated coffee is associated with health risks.

Decaffeinated coffee is not caffeine-free

As Professor Bruce Goldbeger puts it, the normal brands that are present in the market contain some traces of caffeine. As such, he compares the quantities of caffeine present in decaffeinated coffee to those in caffeinated brands and reveals that: a cup of caffeinated coffee is equivalent to five cups of its antonym. This study was a shocker to those advised by the doctors to embrace caffeine-free diets by consuming decaffeinated coffee. This group includes those with kidney problems as well as those with anxiety disorders among others. The Professor noted that even minute quantities have the potential of adversely affecting some sensitive individuals. This is what triggered the research fronted by the Professor to determine the degree of caffeine in decaffeinated coffee brands, in the market. Under his tutelage, University of Florida (UF) researchers performed a two-phase study on the same.

In the first phase, 10 16-ounce decaffeinated drip-brewed coffee beverages from nine national chains or local coffee houses were purchased and then tested for caffeine content (Decaffeinated Coffee Is Not Caffeine-free, Experts Say 1). From these, the substance caffeine was separated from the samples after which it was quantified using gas chromatography. The results revealed that all the brands with an exception of one contained this substance at concentrations that ranged between 8.6 and 13.9 milligrams. On comparison with a drip-brewed coffee, this quantity accounts for 16% of an 8-ounce cup of the same.

On the second phase, samples of Starbucks decaffeinated espresso and brewed decaffeinated coffee (Decaffeinated Coffee Is Not Caffeine-free, Experts Say 2) were sampled from a common source. From these, caffeine concentrations were determined, and the former revealed the presence of caffeine at degrees that ranged between 3-15.8 milligrams for a 16-ounce cup. The later revealed these concentrations at a range of between 12-13.4 milligrams for the same quantity.

Even with these low concentrations, Professor Gold notes that some people are likely to develop an addiction on the same. At the backdrop of these findings, some people tend to wonder whatever quantities are present in decaf that may render one an addict. In essence, when consumed in large quantities and more frequently, this would develop to addiction hence; this ought to be contraindicated on the people that are advised to embrace caffeine-free diets. It is worth noting that, caffeine concentrations as low as 10 milligrams present a threshold enough to cause subjective/behavioral change in sensitive individuals. For many people, concentrations of below 18 milligrams can hardly be noticed in terms of subjective or behavioral change. Nonetheless, the decaf beverages that are present in the market have caffeine concentrations above this level. With these findings, it is in the best interest of public knowledge to note that decaffeinated coffee is chemically dissimilar to caffeine-free coffee.

Decaffeinated coffee is associated with health risks

To many people who have nurtured a physical reliance on coffee, and are cautious about the health risks associated with caffeine, decaffeinated coffee presents an excellent source of solace. Nevertheless, few have the knowledge about the health risks associated with it. At the back of these peoples mind is the ignorance that decaffeinated coffee is caffeine-free coffee. In effect, according to a US-based research, these people present themselves to the high risks that are associated with decaffeinated coffee.

National Institute of Health, a US-based institution, revealed that consumption of decaffeinated coffee could trigger proliferation of bad cholesterol levels in our bodies. Concomitantly, a Danish-based research team revealed that excessive consumption of the same could lead to an increase in the risk to miscarry (Xiaoping 27).

The former study was carried out on a sample size of 187 people. The research design was such that a third of these people had to drink three to six cups of caffeinated coffee a day while a second group had to drink the same amount of decaffeinated coffee (Superko 600). The control was a group of people who never took coffee in their diet. The findings of the study revealed that the group that had consumed decaffeinated coffee recorded an 18% increase in plasma fatty acids. This sparked the proliferation of bad LDL cholesterol, a recipe for heart diseases, diabetes notwithstanding. Also, apolipoprotein B, a protein that occurs concurrently with bad cholesterol in the body, shot up by 8% among this group. Ideally, whatever happens is that decaffeinated coffee catalyzes the process of lipolysis, an action that disintegrates triglycerides stored as adipose layer on the body. Consequently, this would lead to increased free fatty acids (FFA) in the blood that trigger a chain reaction leading to the production of bad LDL cholesterol ultimately. The differences in other groups were immaterial. In a nutshell, the finding of this study revealed, contrary to a public opinion, that decaffeinated coffee is the one responsible for heart diseases.

The later study, which was looking into the effect caffeine on the degree of miscarry among pregnant women, sampled a total of 88,000 people. The approach in this study was such that a questionnaire was developed with an aim of capturing womens responses on potential risk factors believed to jeopardize their pregnancies. Moreover, the same people were asked about their coffee eating habits. Of this group, 3,018 women were reported to be consuming over 8 cups of coffee per day. The level of infant mortality was reported among 1,102 women, with a total of 67 deaths emanating from excessive consumption of coffee. Furthermore, the study showed that, as opposed to a public mindset, tea and cola do not expose one to the risks for miscarriage, instead; substances in coffee other than caffeine are the ones responsible for the risk factors. In a synopsis, the findings in this study reveal that one way to curtail the risk factors responsible for miscarriage is by reducing consumption of coffee (Quinlin 5).

Conclusion

In a conclusion, the hypotheses framed in this research paper have been approved. From the first hypothesis, studies that were performed by Doctor Goldberg revealed that; indeed, decaffeinated coffee contains traces of caffeine that present potential health risk factors. On the second hypothesis, researches proved that other substances present in decaf beverages are responsible for miscarriage among expectant women.

Works Cited

Decaffeinated Coffee Is Not Caffeine-free, Experts Say. ScienceDaily 2006: 1-2. Print.

Superko, Robert. Caffeinated and decaffeinated coffee effects on plasma lipoprotein cholesterol, apolipoproteins, and lipase activity: a controlled, randomized trial. Am J Clin Nutr 54.3 (1991): 599-605. Print.

Quinlin, Jeffrey. American Family Physician. Nausea and Vomiting of Pregnancy 41.3 (2003): 3-5. Print.

Xiaoping, Weng. American Journal of Obstetrics & Gynecology; Maternal Caffeine Consumption During Pregnancy and the Risk of Miscarriage 32.1 (2008): 26-30. Print.

Those who commit offenses and those whose rights are violated have inherent differences between them. At all times, an offender should take responsibility for their wrongdoing. However, when corporations offend individuals, they tend to bully them, especially because individuals lack the financial power and influence that corporations have. The only way to arrive at a neutral solution when corporations can negotiate with individuals they have wronged is through litigation. Therefore, people should be encouraged to sue corporations to ensure that they do the right thing, and Mrs. Liebeck should be commended for bringing the lawsuit against McDonalds.

Without litigation, society will never hold large corporations responsible for their misdeeds  something that they never cease to do. From Saladoffs documentary, this is the only position that a rational, neutral, and law-abiding individual will arrive at. At the very core of the film is Mrs. Liebecks case. Tort reform lobbyists and propagandists belittled the case and misdirected public opinion by distorting the facts of the case (Goodman). What Saladoff does in her film is set the facts of Liebeck v. McDonalds case right. For instance, one of the magazine and newspaper cutouts in the film has the headline Rich Coffee-Burn Victim Finding no McSympathy. The corporation had misled the public into believing that the burns were trivial, and that Mrs. Liebeck was actually driving when she got burned. The opposite was true; it was Mrs. Liebecks grandson behind the wheel and she had suffered third degree burns to 16% of her body  nobody should call that trivial.

Saladoff documents Mrs. Betty Farahan, a juror during the hearing of Liebeck v. McDonalds case, who asserts that McDonalds was 80% to blame for the damages that Mrs. Liebeck suffered. According to Farahan, it was damning for McDonalds that they had documented over 700 cases that involved customers complaints about burns. McDonalds was adamant that the cases were trivial and this shows the firms disregard of customer safety. The presiding judge described McDonalds actions as willful, wanton, and reckless as he reduced the jurys punitive damages award from $2.7 million to $480,000. What stood out in this case is that McDonalds coffee was about 30^oF higher than coffee from other sellers or coffee made out of home coffeemakers. Such temperatures exposed customers to the danger of suffering third degree burns in about 2 seconds, compared to 20 seconds if the coffee was 30^oF less hot.

In the Caps on Damages with Connor Gourley scenario, Saladoff reveals how enforcing tort reform caps shifts the responsibility of a corporations wrongdoing to the taxpayers. After seven years of waiting and three weeks of trial, the jury awarded Gourley $5.6 million without a knowledge that the State of Nebraska caps damages. Eventually, Colin was awarded $1.25 million but his entire treatment plan required money close to $12 million. Colin ended up in Medicaid as no other insurance could cover him with his preexisting conditions  the doctors wrongdoing was the taxpayers burden now. The proponents of capping damages contend that regulating the amount of losses doctors and insurance companies incur through suits will reduce healthcare costs (Born et al. 1047). However, as shown in the documentary using the state of Texas as an example, with an instituted cap on total damages  both punitive and non-economic  one would have expected healthcare cost in Texas to fall. Nonetheless, by the time of filming, healthcare cost in Texas was rising at a higher rate than the national average.

In summary, the judiciary is the only place where individuals can battle out with corporations on a fair level and expect positive outcomes. Mrs. Liebeck did the right thing by suing McDonalds  it was the only way to hold them accountable for their mistake. However, corporations and politicians in the legislature and executive branches still intend to limit peoples access to justice through tort reform laws, which makes it hard for customers to sue corporations.

Works Cited

Born, Patricia H. et al. The Effect of Damage Cap Reforms on Medical Malpractice Insurance Market Conditions during Periods of Crises. Journal of Risk and Insurance, vol. 86, no. 4, 2018, pp. 1045-1071. Wiley. Web.

Goodman, Amy. Interview with the Gourleys, Lisa and Mike Gourley, Parents of Twin Sons, Colin and Connor. Democracy Now, 2011. Web.

Saladoff, Susan, director. Hot Coffee. HBO Documentaries, 2011. Web.

Introduction

Tort reform remains a widely contested issue in the United States and across the globe. According to Schmerler (2011), this reform refers to the new changes proposed to reduce tort damages, lawsuits, and laws. The documentary Hot Coffee offers a critical analysis and discussion about tort reform in the country.

The film discusses how different cases have been misused (or used) to promote this issue of tort reform in the United States (Saladoff, 2011). The documentary offers useful highlights to describe how giant companies such as McDonalds have presented new laws to replace the current jury system.

Hot Coffee Reflection

From a personal perspective, this documentary presents a clear insight into the problem with McDonalds and other companies contracts. To begin with, the movie presents a unique insight into the infamous Liebeck v. MacDonalds Restaurants case. Many politicians and legal practitioners have misused (or used) this case to support or defeat tort reform in the country.

The film Hot Coffee informs the viewer about the facts surrounding the case (Saladoff, 2011). The film also features other cases such as Jamie Leigh Jones v. Halliburton Company. These court cases explain how corporations and agencies have spent billions in an attempt to support tort reforms in the United States (Okrent, 2014, p. 58).

Many corporations and their insurers have always been on the frontline to attack civil juries in the past three decades. Such contracts have lobbied for legal frameworks that can take reimbursement decisions away from the justice system (Goldberg & Zipursky, 2010). The film explains how the idea to cap damages for the injured will always be a major concern. The film goes further to explain how most of these powerful corporations and contracts can have enormous control over the jury systems (Goldberg & Zipursky, 2010).

The testimonies and evidence presented in the movie explain why many citizens in American have remained silent over this issue. This documentary maintains that many giant companies have designed new contracts and structures that can strip away the rights of the people (Ruschmann & Marzilli, 2009).

These efforts and practices behind the reform have undermined the citizens rights to a jury. The corporate world presents new contracts to fund a new public relationship drive (Schmerler, 2011, p. 2). The pioneers want to change our thoughts and perceptions about the Civil Jury System.

The most amazing thing is that the public is not aware of the implications of this tort reform. The documentary examines the issue from all dimensions using a number of case studies, personal testimonies, and court cases (Helland & Tabarrok, 2006). This film does a commendable job. This is true because it informs more people about the consequences of tort reform policies and laws. The corporate world has tried to deceive the people about the appropriateness of tort reform (Saladoff, 2011).

However, the documentary tackles the subject squarely in order to convince the people about the dangers of this reform. Liebeck v. McDonalds Restaurants case explains how giant companies use uncouth behaviors in order to succeed. The film informs the reader about the facts of the case (Schmerler, 2011). It also encourages citizens to protect their rights.

This documentary reminds the viewer about the controversial McDonalds Coffee case. Many scholars and analysts have identified this case as the best example of how corporations and tycoons have taken advantage of the countrys legal system. The film offers an unbiased response to the Liebeck v. McDonalds Restaurants case.

It also explores how the case gained much attention (Saladoff, 2011). The viewer also understands how the company profited. The documentary is a revelation because it teaches the people how big companies continue to spin the media in order to succeed (Goldberg & Zipursky, 2010). This scenario explains why every citizen should be aware of this reform.

The film has informed me how the judicial and legal systems thrive on cash. Most of these giant corporations have succeeded because they have money. The citizens have continued to suffer because they lack the required cash. This movie indicates why business corporations will always win unless the government offers an immediate solution.

These corporations will fund and sponsor every evidence or testimony in the courtroom. More documentaries and journal entries will inform more people about this looming problem (Goldberg & Zipursky, 2010). The outstanding fact is that the court system should always be ready to protect the rights and liberties of the people.

Conclusion

In conclusion, every person should be ready to analyze this problem before making his or her final decision. I am happy because this documentary has widened my eyes about the ongoing tort reform debate. It informs the citizens why many corporations have continued to support this reform.

The film explains why we should support the traditional Civil Jury System in order to safeguard the needs and rights of American citizens. I am encouraging every person to watch this documentary because it offers something special and meaningful towards a free nation.

Reference List

Goldberg, J., & Zipursky, B. (2010). The Oxford Introductions to U.S. Law: Torts. New York: Oxford University Press.

Helland, E., & Tabarrok, A. (2006). Judge and Jury: American Tort Law on Trial. New York: Independent Institute.

Okrent, C. (2014). Torts and Personal Injury Law. Cengage: Cengage Learning.

Ruschmann, P., & Marzilli, A. (2009). Tort Reform. London: Chelsea House Publishers.

Saladoff, S. (Executive Producer). (2011). Hot Coffee [DVD]. New York, USA: HBO.

Schmerler, J. (2011). Frivolous Lawsuits and How We Perceive Them. Yale Journal of Medicine and Law, 8(1), 1-4.

Introduction

A large percentage of coffee that is grown in the world is in developing countries while majority of the consumers of this coffee reside in developed countries. Most coffee importers import the coffee in form of unroasted caffeinated coffee, unroasted decaffeinated coffee, roasted caffeinated coffee and roasted decaffeinated coffee.

The United States has one of the highest populations of coffee drinkers in the world. Over 65% of Americans, which accounts for more than a hundred and fifty million Americans, consume coffee as a beverage (Coyle, 1982).

Competitive situation in Importing Country

Almost all the coffee that is consumed in the United States has its origins in Brazil. Other coffee importers into the United States include; Vietnam, Latin America, East Africa and Asian countries. As an importer, the United States forms one of the largest importers of coffee in the world.

Canada follows closely then Europe and some Middle East countries. Coffees from different regions of the world have different aromas, flavors, acidity and body. The coffee that meets the best and highest standards that have been set by international bureau of standards get the highest prices. In the year 2009 alone, Brazil exported coffee worth $756 to the US and $72.7 to Canada (Office of the Federal Register, 2011).

Other major exporters of coffee to the United States include Latin America and Colombia. Statistics show that Canada and Europe were among the countries that imported the highest amount of coffee in the year 2009. While the United States imported over 1200 tons of coffee, Canada imported approximately 300 tons. This is a very large amount given that the population of Canada is lower in comparison to that of the United States.

It is very important for the importing countries and the companies in charge of the importation to ensure that they perform appropriate product mix functions and strategize according to the available market so that they get the best possible quality, quantity and pay the best prices that are reasonable to the importers and still considerate and fair to the producers so that they also continue producing the coffee. The price, product, place and promotion of coffee are conducted in various ways by the different coffee importers (Johnson & Bade, 2011).

Competitors in Importing & Domestic Producers of coffee

Canadian and United States coffee importers have the advantage that coffee from Brazil is not taxed. Therefore, Brazil coffee importers can benefit because they do not have to pay import duty for their coffee. This also offers the importers an opportunity to offer competitive prices to the coffee producers and encourage them to produce large quantities of high quality coffee (Ukers, 1935).

Different coffee importing countries have come up with tactics of securing high quality coffee and quantities that they need. International coffee importers have coffee fair trade bodies and organizations that aim to dialogue with coffee farmers or coffee farmers representatives.

The main objective of this dialogue is to ensure that both the exporters and importers feel that their concerns are addressed and respected. A large percentage of the coffee exporters also want to feel that the importers are transparent and that they get the best possible prices for their coffee (Stower, 2011).

Although most coffee farmers target maximum profits, not all of them get the fair prices that they demand from the importers. Therefore, there is competition to get the highest paying importers for the coffee farmers. To remain competitive, most United States coffee importers target the direct involvement with coffee farmers and they try to exclude middleman who might lead to reduction of profit margins that the coffee producers get for their coffee (Hinkleman, Nolan & Manley, 2003).

Marketing Activities & Competitive Situation

The shorter the chain from producer to the importer who processes and markets the product, the better for both parties in terms of business relationships formation and likelihood of getting profits. The disadvantage with the fair trade is that farmers have to pay membership and renewing fees which places prohibitory measures on some farmers that might have small quantities of coffee to provide but might even exceed expected coffee quality expectations.

Therefore, some importers target small size coffee farmers located in concentrated regions and ask them to form associations through which they can increase their coffee quantity and increase their chances of having issues that they might have addressed by importers such as higher and prompt payments for their produce (Johnson & Bade, 2011).

Government Regulations and Tariffs in Importing Country

Luckily for Brazil which is the largest coffee importer to the United States, coffee importers do not have to pay import duty to get the product into the country.

Trade Regulations and balance of Payment

The balance of payment between Brazil and the United States either creates a deficit or a surplus. By the end of the year 2010, the balance of payment to Brazil was $47364730697.53. Although this seems like a high figure, Brazil is one of the most prosperous countries in Latin America. Payments made for coffee imports were a major contribution to the reduction of the balance of payment (Johnson & Bade, 2011).

This shows that coffee is a great contributor to the Gross Domestic Product in Brazil. The import of coffee in the United States can be considered to be conducted in a friendly manner. The United States has a high number of coffee consumers and therefore, needs to create and maintain good relations with the importing nations such as Brazil. It is a requirement that all the coffee that is imported into the United States meets certain specified quality standards.

The importer should not leave all the details of the packaging to the importer. Instead, he or she should ensure that the products have been well packaged and that they arrive into the US in good condition. Importers should try and chose the most convenient and cost effective methods that are available for them to bring the products into the US (Hinkleman & Manley, 2003).

The US Customs and Border Protection (2012) declaration form 6059B requires that importers declare that they are importing agricultural products from another country even though coffee from countries such as Brazil has been allowed into the country. Non declaration of such coffee might result in heavy fines and confiscation of the coffee or any other imported products.

Foreign exchange and Trade regulation policy

Coffee is classified as a food product hence; it has to meet the quality standards that are required by the health body. The products have to be labeled on the content, nutritional value and expiry date of the products. Prior notices also have to be filed with the Food and Drug Administration.

No limits are imposed on the amount of coffee that can be imported into the United States. Import duty on coffee has been removed for all coffee that gets into the United States creating a point of benefit for coffee importers for Brazilian and other countries that import coffee into the United States (Hinkelman, Manley & Nolan, 2003).

Foreign exchange for Brazil and other countries that import coffee into the United States, Canada and Europe earn a high foreign exchange because of the value of the dollar in relation to most of these developing countries.

Trade with other countries especially import of products like coffee into the United States helps in the forging of good relationships between countries which helps to promote peace. Most leaders usually realize that it is important to create and maintain a good atmosphere whereby, they can conduct business with other countries that are of benefit to them. Importers of coffee into the United States should also be ready to provide the necessary conditions to get a trade license so that they can import coffee (Coyle, 1982).

Licenses and Importing Documents

Not just anyone can import coffee as licenses are necessary before the paper work for importing products such as coffee into the United States can be approved. It is only when one has the trade licenses and provides the necessary documents such as import details that one can actually be able to fully take advantage of the free import duty for the coffee importation.

Coffee importers from duty exempt countries like Brazil can claim the duty free terms by showing on the importation form that the country from where the coffee has been imported is exempt by entering letter E to the tariff column as a prefix. Evidence of the origin is usually required by personnel at the port in form of invoices or shipping papers (Banks, 1999).

All the right documentation should be presented to the government agents at the border entry points before coffee can be allowed into the country such as the type of coffee that is presented for importation for example the type of coffee beans; Robusta or Arabica, the entry of origin, the quantity of the coffee and valid documents from the food drug and administration organization to show that an applications was made and approved US authorities before entry of coffee into the United states (Stowell, 1989).

Conclusion

The paper has looked at the major competition for coffee importation from developing countries. The major competition for importation of coffee into the United States of America happens to be Canada. Even though Europe has many individuals, most of these individuals prefer tea to coffee thus lowering the position of Europe in being a highly ranked position country in the importation of coffee from growing developing nations.

In order to remain competitive in the importation of coffee, majority of the importing countries have been found to use several tactics so as to attract high quality and large quantities of coffee such as formation of coffee trade Fairs whereby, member coffee producers can have their issues such as high and prompt payment being made to their coffee supply to the developed nations.

Reference

Banks, M. (1999). The World Encyclopedia of Coffee. London: Arness Publishing Limited.

Coyle, L. (1982). World Encyclopedia of Food. New Yolk, NY: Facts of Life Publishers.

Hinkelman, G. E., Manley, M. & Nolan, J.L. (2003). Importers manual. New York, NY: World Trade Press.

Johnson, K. & Bade M. (2011). The Coffee Book Anatomy of an Industry from Crop to the Last Drop. New York, NY: Bazaar Books.

Stowell, A. M. (1989). Importing into the United States: A Guide for Commerical Importers. New York, NY: Books for Business.

Ukers, W. (1935). All About Coffee, Second Edition, The Tea & Coffee Trade Journal Company.

Introduction

There comes a time in life when a chance to invest knocks on everyones door. Having inherited five million dollars from my aunt, I feel that this is that time in my life. I need to invest. Consequently, I have taken time with my wife to think over several viable investment options and we have come to settle for coffee production. This paper is a record of the underlying principles behind our choice.

Brazil is the leading producer of coffee, a world wide cherished beverage according to (Lemos 47). My wife and I having been born, raised and settled in Brazil imply us having the advantage of distinct familiarity with the coffee industry. Our parents have worked in the coffee plantations and up to date, several members of our families still do. I majored in Agricultural Economics in my University Degree while my wife took Pure Economics. This means that we have both been exposed enough to understand the coffee industry from both a personal and professional perspective. Before I made the final decision on my choice of investment, I analyzed the coffee industry in sections as discussed below.

Trade Zones

There are three main trade arrangements to consider.

Free Trade Area of The Americas

First to consider is the 1994 Free Trade Area of the Americas. This was an arrangement to open up all countries of America for free trade except Cuba says (Lemos 48). This has been received both with applause and booing by the public. Those opposed argue that its undercover plan aims at exploiting the less developed countries of Latin America. On the other hand, its supporters argue that its geared to promoting access to foreign markets and considering the special needs of its members. FTTA failed to meet its plans of 2005. Generally, FTTA has not been so vibrant on the economy and therefore its effects are too mild to feel according to (Lemos 50).

Southern Common Market

Apparently, Brazil belongs to one very vibrant trade region called the Southern Common Market (MERCOSUR) as explained by (Fiallos 72). Adopted in 1985, its objectives were to implement free transit of products and services between member states, adopt a common trade policy for member states and coordinate national economic policies relating to foreign trade and commitment by member states to strengthening the integration says (Fiallos 72).

Achievements of MERCOSUR

MERCOSUR in its list of achievements saw the construction of Free Trade Zones that provide favorable conditions for foreign exchange among member states. This FTA has seen an increase in Brazilian coffee production from about 20 million bags to well over 45 million 60 Kg bags between 1997 and 2009. This can be attributed to MERCOSURs objectives. The objectives have made it easier for Brazil to use advanced technology in this industry thus increasing yields, reducing costs and diversifying the end product. Eventually, the prices of the product have been relatively rising. This has seen an increase in returns to all dealers in this industry thus motivating them to work harder for better results.

Challenges and Opportunities in MERCOSUR

MERCOSUR is however faced with several challenges such as insufficient capacity for a judicial system where member states can solve disputes, biased balance of power among member states and the influence of controversial politics.

Despite the challenges, MERCOSUR remarkably provides its member States with opportunities as discussed in its objectives.

Fair Trade in Brazil

Another consideration worth making is the presence of Fair Trade in Brazil. According to (Downie A16), Fair trade has its roots in the Solidarity Economy works of the European NGOs around the 1970s. However, it was not until the wake of the millennium that remarkable progress was made towards developing an internal Solidarity Market in Brazil. Fair trade objectives include creation of an enabling environment for producers, encouraging open transactions, promotion of fair trade, fair and timely rewards, improving the working environment, protecting child rights, conserving environment and respecting cultural identities says (Downie A16). With fair trade have come numerous fair opportunities and rewards to the chain players. Thus, it has not only been received with applause in the region but also active support for its continuity.

Difference of Fair trade from Free Trade

Unlike Free Trade, fair trade is an agreement between the South American countries based on social, economic and cultural promotion and therefore no aspect of national exploitation.

Again, Fair trade development is through projects that collectively involve the producer, the dealer and the consumer therefore implying mutual and fair benefits to all says (Downie A16).

Achievements of Free Trade

Despite Fair trade having a few mild challenges that is in fact already being dealt with such as the call for a common definition of Fair trade, many are its tangible positive implications. For instance, in Ceara (North of Brazil), World Vision was able to redeem poor local farm families by establishing a fair trade co-operative. Through this co-operative, these peasants have been able to grow organic melons for supply in large chain supermarkets of the European Continent. Without much say, I chose to get into coffee production through fair trade co-operative. It is an agreement that not only benefits the players but is also in line with the United Nations Millennium Development goals.

Connection between Fair Trade and UNMDG

One of the UN Millennium Development goals is to end poverty by 2015 as put by (Ross A01). I believe that this is achievable. However, it is not going to come unless individuals, organizations, institutions and governments take active roles in living up to it. The wider players are a constituent of us as individuals. It is therefore a responsibility of each one of us to take position and roll the ball. I feel obligated to invest in coffee production, a heritage of my motherland.

My choice is with no doubt going to be part of poverty eradication by 2015 as designated by the UN. First, it will be through the creation of a fair environment. My company, operating with Fair Trade co-operatives, will provide for the continuity of fairness in the coffee industry. Second, through employment, workers will be subject to fair wages and as a result be able to raise their living standards. Third, Fair Trade obligates consideration of child rights and support for education. This is a long term measure for poverty eradication.

These among others are the key links between my companys preset objectives and the United Nations Millennium Development Goals to eradicate poverty by 2015.

Conclusion

To conclude, I have taken enough time to research before making my choice. There is a lot to show of the successes of Fair Trade in Brazil that could not be covered in this paper. There is a lot more that can be achieved through the same procedure. Fair trade is a sure way to go in investment and I would recommend it to anyone interested in investing in Brazil says (Ross A01). I choose to invest in coffee production under Fair Trade.

Works Cited

Downie, Anne. Fair Trade Brand Helping Brazilian Farmers. The New York Times Media Group 2007: A16. Print.

Fiallos, Micah. Implications for global coffee players. Management Magazine 2001: 72. Print.

Lemos, Frances. Fair Trade and Solidarity Economy in Brazil. The Economist Magazine 2006: 47-51. Print.

Ross, Judith. A Bitter Brew for Coffee Farmers. Toronto Star 2002: A01. Print.

Fair Trade is a noble movement meant to support coffee growers due to their low share of the final price. However, despite the good intentions, it faces several challenges, most of which are evident at the retail level. Some appropriate Fair Trade to promote their goals, and the market situation was unstable for the time being. The movement itself is not perfect, only partially addressing the issue. This paper will discuss the symptoms and the precursors presented in the case and attempt to offer some recommendations.

As mentioned, Fair Trade aims to help coffee growers, who are mostly based in developing countries, to obtain a bigger share of the final price. Approximately a half of it is distributed to roasters and shippers, leaving only a small percentage to actual producers. The movement attempts to bridge the gap between growers and retails and establish certain standards. While they appear to resolve some issues, it is still unclear how the income is impacted. Moreover, big corporations appropriate Fair Trade to improve the brand image, diluting its meaning, failing to explain the details, and increasing the prices in bad faith in the process. On the other hand, the movement threatens those not participating in it and only partially address the concerns of developing countries. Thus, multiple causes lead to the current state of affairs, which manifests in such symptoms as image laundering and premium pricing.

As a retailer, one can address the problem in several ways. First of all, it is advisable to calculate whether decreasing the coffee price will be beneficial for growers due to an increased customer base in the long run. If the forecast is positive, the initiative is viable; otherwise, the focus should be on maintaining the existing buyers. Then, the Fair Trade production needs more transparency, which can be achieved by providing the necessary information on packages or separate stands. Perhaps, after convincing the consumer of the movements importance, they will be more receptive to pricing changes. Most importantly, the retailer should establish a relationship with growers directly and remove other elements from the supply chain, benefiting both parties. While the movement will still have issues, the ones on the wholesale level will be resolved, improving the producers financial gains and motivating them to enhance quality and adopt more roles than a grower.

Coffee is one of the most popular beverages worldwide. In the United States, the figures related to coffee consumption are impressive, with more than 60% of adults drinking coffee daily. According to the National Coffee Association (NCA), 46% of coffee consumed in 2017 was tasted outside the home, while an emerging trend privileged the consumption of specialty coffee (Auffermann, 2017). The price for a coffee ranges from $2,7 for an average cup of standard coffee to even $80 for a cup of Kopi Luwak, the most expensive coffee in the world. In this paper, I will evaluate which is the cost I would be willing to pay for an average cup of coffee, highlighting how ethical considerations could affect this value, and assessing the consumer surplus on my consumption.

The popularity of coffee is steadily growing, and the demand for quality and fairly traded coffees is on the rise. The diffusion of ethical principles in trading has led to a widely spread social awareness, where recognizing the right value to small coffee producers is considered paramount by consumers, producers, and sellers. Even a giant like Starbucks shows attention to small producers and evaluates sustainability, claiming that 100% of its coffee is ethically sourced. The fair trade ideal has progressively led to the abandonment of the traditional market in favor of direct trading, giving birth to the Third Wave coffee market. Interestingly, this practice has favored the emerging of shared values across the market, with a new lexicon that defines the quality of the coffee through the narrative of its provenance, ecology, attention to detail, and integration (Morland, 2018). These symbolic values influence demand, offer, and prices across the globe.

Such an approach to the world of coffee is desirable, as it makes the simple act of tasting a cup of coffee a unique experience, a sort of narration, where taste, flavor, and scent evoke distant and exotic lands. Indeed, I agree with those scholars who claim that authentic social interaction thrives in third-wave coffeehouses, where even shop employees play a role in the narration (Manzo, 2015). However, consumers should keep themselves informed on the dynamics behind the fair trade market and expensive coffees such as the Kopi Luwak. For example, while many buyers prefer fair trade brands in the trust that they are improving the lives of small producers worldwide; recent changes in the certification policies are creating more than a problem for small coffee farmers. Also, the increasing popularity of the Kopi Luwak coffee has resulted in intensive farming where civet-cats, essential in the manufacturing process of this coffee, are caged and forced to live in terrible conditions.

Assessing the cost of a cup of coffee should take into consideration all the topics discussed above. Considering the cost of production per cup of coffee ranging from $0,30 to $0,60, and a labor cost comprised between $0,20 and $0,40, I would be willing to pay no more than $3,00 for a cup of standard coffee at Starbucks or McDonald. However, for a cup of specialty coffee, I would be willing to pay even $5,00 or more, depending on the shared values involved in the narration. On this consumption, there is a consumer surplus, as I am willing to pay a cup of coffee more than the current price.

Summing up, the average cost of a cup of coffee should take into consideration the added values of the current trend in the market besides the traditional parameters of the labor force and the production cost. These values are the result of the fair trade policies and relate to some narrative components of specific coffees, such as origins, history, and ecological impact among others. Under this perspective, I would be willing to pay more than the current average cost for a cup of coffee, creating a consumer surplus.

References

Auffermann, K. (2017). From brew boomers to the gourmet generation: National coffee drinking trends 2017 [Blog post]. Web.

Manzo, J. (2015). Third-Wave coffeehouses as venues for sociality: On encounters between employees and customers. The Qualitative Report, 20(6), 746-761. Web.

Morland, L. (2018). Values added in speciality coffee. Connecting product and place through songlines.The International Journal of Entrepreneurship and Innovation, 19(2), 113-124. Web.

Introduction

Coffee is one of the worlds most famous beverages, used in the same way across the globe. Its use dates back to the Ethiopian highlands in the 13^th century where it is believed to have been used for the first time. A legendary story is told when discussing on the origin of coffee, where by a goat farmer (Kaldi) discovered berries that made his goats hyperactive at night after feeding on them. Kaldi is said to have introduced this idea to the monks, who proved that indeed the plant had the ability of keeping one awake for long hours at night.

Word travelled fast and before long it was being used to make drinks in the Arabian Peninsula, before making a penetration to the rest of the world. Coffee is now cultivated in almost all continents and its export is considered to be the most booming business globally which has been ongoing since late 18^th century. This crop comes in two broad categories namely, Arabica and Robusta coffees depending on the origin.

Considering the global popularity it is one of the most valued drinks and has a lot of influence in peoples lives. Many coffee processing companies have emerged all over the world each with a distinct competitive structure to boost their survival in the dynamic market. There are however three major players in the industry namely Starbucks, Nescafe and Peets who all capitalize in the production of instant coffee. They have all adopted different forms of commercials to capture the market from all over the world.

Research methodology

This study involves an analysis of the three major players in the coffee industry namely Starbucks, Nescafe and Peets in terms of their use of the media in gaining competitive advantage. It is aimed at addressing the advertisement media used, how effective this has been to the companies, ways in which this can be improved and the strategies that can be borrowed by other companies in the same industry.

The media in question here includes television commercials, print media, social media and so on. As a result of effective advertisement, these companies have been able to withstand tough economic times and some such as Starbucks has been able to recuperate from what was seemingly considered to be a downfall^[1].

Some of the questions to be addressed in this paper include the steps taken to evolve the products to fit the needs of the present generations and the advertising channels employed to stay on top in the world of dynamic technological changes. This includes the evolution of the advertisement methods from traditional form to modern advertisement media, the challenges encountered while conforming to technology and the strategy on how to counter any unexpected future changes.

The second question to be considered in this research is how the companies have managed to grow over the years and still keep in touch with their customers in all walks of life. This is aimed at bringing out the fact that these companies have customers of all calibers including professionals, students, middle class people as well as the high and low classes.

They are able to satisfy the needs of all these people and provide them with products they can afford depending on their income levels. The third and final question is on how they are able to maintain the high market shares without having to compromise on quality of their products. This analyzes the fact that these companies have been able to survive the young and energetic emerging competitors without going down in quality, a step taken by many companies in the quest to make high profits and remain in the market for long.

In order to fully understand and develop answers to these questions, the companies will be analyzed separately in terms of how they have been surviving in the market. This study will also look at the trends in these companies in terms of how they have been performing in the past. This will include an analysis of the recession and expansion periods if any and the strategies which were employed during recession to ensure that the company survived.

The role of media in these will come in handy since advertisement is considered to be one of the most effective strategies to the success of any company. The issue here therefore is analyzing the different types of advertisements used and the roles they played in the success of the coffee industry as well as the extent to which these advertisement media have been relevant. This study will also consider the evolution of each kind of media and the relevance thereof in the current world.

Evidence of finding

Use of media in advertising has been purported by many authors and scholars to be one of the most effective methods of creating market awareness especially in todays world. Globalization has ensured that companies are able to sell their products not only in their local markets but also in international markets. This means that competition has grown and hence the need to be more proactive in creating awareness of existing and upcoming products.

Products such as coffee are used all over the world meaning that any company in this industry should be able to export. There are coffee companies in almost all countries hence the international competition is very stiff in this. One of the strategies in curbing this kind of competition is using a universally accepted language to communicate in adverts. English is one of the most commonly used languages all over the world.

Most people understand this language, implying that it is one of the best languages to use in advertisements aimed at having an impact in the global market. This claim is supported by AN (2010) in the article English in Advertising: Generic Intertextuality in a Globalizing media environment. He explains the popularity of English language in advertisement and this piece in relevant in this study since it brings out the reason as to why Starbucks, Peets and Nestle use English while developing their advertisements^[2].

Another article by Howard Schultz and Joanne Gordon, how Starbucks fought for its life without losing its soul is an illustration of the positive effects of advertising in the coffee industry. Here, the CEO illustrates how the company struggled to come back to life after nearing complete downfall.

As one of the strategies to revive the company, the management introduced online advertisements including Braille versions to be downloaded and used by people who are blind. By the time Starbucks was going down, it was a mature company and according to the CEO reviving it was one of the greatest challenges he had ever faced in his entire time at the company. Initially, he was more focused on seeing the company grow and failed to forecast what could happen after it reached the ultimate growth point.

This article also gives an overview of how the company was performing amidst competition from the other coffee companies^[3]. The strategies applied here can be used by any organization experiencing the same problem.

One of the greatest issues was as a result of negative publicity in that news went round that Starbucks was coming down. This affected the customer base a great deal and very high tech advertisements had to be created to attract the customers back. This means that the media can be used to both destroy and build the image of a company.

In the era of internet and social media, it has become very easy to send information across the globe and it is no longer possible to control the quality of information being broadcasted. Within a short time therefore, word has gone round that Starbucks was losing its stand and the competitors used this as the chance to take over their market share. This was however short lived since Howard together with his managerial team developed a plan and set it into action, which is what revived the company.

Kate MacArthurs article in The advertising Age titled How Starbuck Strayed is another article that illustrates the effects of media in the coffee business. From this piece it is notable that one of the reasons why Starbucks was going down is because they stopped specializing in what they were known best to produce and began to divert to other food products.

The coffee aroma which seemingly was the main attraction disappeared and the client base went down gradually. Those customers who were royal to the brand came out to complain and this is what is displayed in The advertising Age. For the company to come back to its previous position it was necessary to set up advertisements through various channels and this saw to its comeback.

One of the customers in fact came up with an idea that for Starbucks to survive, it would have to capture its customers first then move with them to the places they wanted to reach. He asserted that most companies failed as a result of growing to the extent that they leave their customers behind hence the growth becomes unsustainable. Starbucks would only attain this goal by maintaining reasonable prices while introducing more products using a balanced strategy.

Peets coffee and Tea as portrayed in Peter James article also illustrates the role that the media has played in the coffee industry. This is one of the highest importers in the coffee industry and has outlets in most places in the United States. This chain of restaurants is famous for producing coffee, selling roasted beans and making different blends of coffee.

As a result of the increasing competition, this company was forced to lay down strategies that would ensure it survives in the market. They had to expand the outlets and open new ones in different locations to increase the level of popularity. The media played a very big role in all this since it was used to advertise the upcoming outlets as well as ensure that the brand remained relevant^[4].

As a result of this, James noted that for any brand to maintain its market share there has to be a continuous show off for the product. Advertisement according to this article not only creates awareness but also ensures that the existing customers are proud to be associated with the brand. Most people like being associated with success and proper advertisement is the most effective channel for attaining this success in any organization.

To put more emphasis on this issue, Wilson and Mercy in their article The Qualitative impact of broadcast media advertisements on the perception of medicines in Nigeria illustrates the role broadcast media has played in creating awareness on over the counter medications. Broadcast media in this case includes radio and television which have been the most used media from time immemorial.

Of the two, television seems to be having the greatest impact owing to the visual nature of the commercials. People are able to relate more to the adverts since they get an idea of how the products look like and they also relate to the designs employed in the advertisements.

Radio is only used as a backup strategy for the population that cannot access television especially in the developing world where technology is yet to be fully embraced. Broadcast media which has been enhanced by use of satellite connections has been used to facilitate advertisements from all corners of the globe ensuring that knowledge of different brands of products has been transferred worldwide^[5].

As a result of this, international trade has grown and the entire world is now seen as a small global market. The fact that it is now possible to even make purchases over the internet has seen to it that products are sold in the international market without involving a lot of logistical setbacks. Generally, this is the point Wilson and Mercy were trying to bring out using the case study of over the counter medications.

Summary of the research/Conclusion

From this discussion and the literatures under review, a conclusion can be drawn on the most effective way of keeping the coffee industry on the move. From all the case studies, a presumption is made that advertising though different media has kept the players in the coffee industry on their feet hence ensuring customer satisfaction.

As a result of this, the quality of coffee has been put in check since no one would want to gain the title of being the producers of poor quality coffee. Considering the dynamic nature of the industry and the high competition from all over the world, such a reputation would see to it that the company completely looses the market hence being thrown out of the picture.

An example of this can be seen from the analyses of Starbucks and the challenges it went through while trying to restructure the company, in the bid to increase its productivity. While straying from the core business of the company, the results was a downward trend but lucky enough it was able to come back to life once more.

Advertisement saw to it that the customers who had taken off came back and the company even gained more. Print media should also not be left out in this, since it is through journals and magazines that most players in the coffee industry have gained their popularity. The best of them all however is the internet and social media since these are considered to be the fastest mode of communication in the current era.

Bibliography

Erhun Wilson and Mercy Erhun. The qualitative impact of broadcast media advertisement on the perception of medicines in Nigeria. Journal of Consumer Behaviour. 2003. Web.

Howard, Schultz and Joanne Gordon. Onward: How Starbucks Fought for its Life Without Losing its Soul, New York, NY: Rodale, 2011.

Khan, AN. English in Advertising Generic Intertextuality in a Globalizing Media Environment. 2010. Web.

MacArthur, Kate. How starbuck strayed. Advertising Age. 2007. Web.

Peters, James. Petes Coffee & Tea. Web.

Footnotes

1. Kate MacArthur, How starbucks strayed, Advertising Age, 2007.
2. AN, Khan. English in Advertising Generic Intertextuality in a Globalizing Media Environment, 2010.
3. Schultz, Howard and Joanne Gordon, Onward: How Starbucks fought for its life without losing its soul (New York, NY: Rodale, 2011), 29.
4. James Peters. Petes Coffee & Tea, 2002.
5. Wilson Erhun and Mercy Erhun. The qualitative impact of broadcast media advertisement on the perception of medicines in Nigeria, Journal of Consumer behavior, 2003.

The pluses and minuses of each of the various business forms

Before establishing a coffee shop, Betty has to evaluate the advantages as well as the disadvantages involved in the available options of businesses forms. In this regard, Betty has been faced with various options including a franchise, limited liability company, sole proprietorship as well as joint venture. In addition, operating a corporation is another business form that Betty can adopt to operate the business.

To begin with, adoption of a franchise would enable Betty to be supported by the gains accrued because of the connection to larger firms. In addition, such connections will offer the autonomy that is necessary for Betty to succeed in the operations of the business (Henderson, 2009). Further, the franchise is a model of business that provides the necessary training in the operations of the business.

By acquiring the franchise, Betty has been presented with a firm that has already acquired a conventional image and status as well as proven management procedures. The franchise would also enable Betty to reach out for the Christian community. However, buying a franchise would involve adherence to the formal agreement with the franchisor and revamp the concord at the conclusion of the franchise (Henderson, 2009).

Second, operating a Limited Liability Company (LLC) offers additional advantages allowing Betty to gain from the liability benefits such as taxes rebates. Nevertheless, LLC experiences inconsistency among the shareholders concerning the dues. Further, interpreting the state laws that create the limited liability status is another disadvantage of such form of business (Mancuso, 2010).

On the other hand, operating a partnership would enable Betty together with other partners share the revenue, ventures as well as the running of the firm. However, operating a partnership would deny Betty the sole ownership of the organization (Fontana, 2010).

Finally, operating as a sole proprietor would give Betty the total control of the firm as well as exposing the business to minimum government regulations. On the contrary, Betty would be personally responsible for the huge chunk of the business assets (Fontana, 2010).

Consequently, the liabilities could affect Bettys individual resources. In agreement with other responses, it is evident that operating franchise is the best business that Betty should adopt. The reason is that the franchise is a form of business that is readily available to Betty. In addition, nearby franchise is already offering Betty the necessary training vital for the management of the business.

Whom Betty should take into the business with her

In the operations of the business, Betty should consider employing Alice into the firm. However, Betty should contend with the opposition Alice faces from the husband. In essence, incorporating a person with the same spiritual values in the operations of the business exemplify Bettys values of sincerity, veracity as well as good quality work in the affairs of the firm (Henderson, 2009).

Further studies show that the integration of spiritual values into the business enhances the returns, productivity, client loyalty and the organizations brand image. Moreover, in the competitive business environment experienced today, organizations that allow employees to reflect on the inner values and ensure the provision of personal development prospects have increased chances of success.

Corporate name and its good for trade marking purposes

The name that Betty has been considering to use is an active, legal and non-profit corporation in North Carolina. In other words, the name Betty has been planning to use already exists as a trademark by another firm. Therefore, Betty has no option but to look for another name because using the name would result into the contravention of the North Carolina legislation that stipulates copyright infraction.

References

Fontana, P. K. (2010). Choosing the right legal form of business: The complete guide to becoming a sole proprietor, partnership, LLC, or corporation. Broadway, NY: Atlantic Publishing Company.

Mancuso, A. (2010). LLC or corporation: How to choose the right form for your business. Berkeley, CA: Nolo Publishing.

Henderson, J. P. (2009). The small business self-starter: How to manage pitfalls of a small business start-up. Bloomington, Indiana: iUniverse.

The American Coffee House is an open coffee house in Germany that dispenses coffee products to the customers in most of the cities. Our focuses are the supermarkets, malls and the office buildings because of the population/buyers.

Our competitor in the same business field is the Starbucks because they also offer direct retail sales of the same products to the same market. To succeed in our business, we need suppliers of good quality coffee beans and vending machines. The following is a four-step supply chain we intend to use and the strategies to be applied.

Preparation

This step involves selecting the appropriate supplier of the products. The coffee bean must be of good quality, ready for use because the customer will go to vending machine and take it. To determine this, the strategy to be taken is to select a supplier based on the reputation where he/she must have been supplying the same products for at least one year. This will be determined using the tenders that were awarded to the supplier.

This step also involves determining how many suppliers we need for the vending machines and the coffee beans. The significant thing is to know exactly how many machines we need and the coffee beans basing on the market we intend to reach. Another strategy is the capability of the supplier to supply all what we need. If one supplier can do it the better but if they cannot we select more than one.

This step considers the location of our potential suppliers because we need a supplier within Germany so that we do not have extra expenses to be incurred in importation. The strategy here is to advertise the open tender in Germany and then assess the applicants suitability for the tender.

The factors to be considered in selecting a supplier include the quality of the machines, user support and maintenance. The strategy behind this is the signing of agreement with the supplier before delivery, which states that maintenance of the machine is to be done by the supplier.

Shipment/logistic

This is the movement of the products from the supplier to the customer in this case to the American Coffee House. We need to move the vending machines and the coffee beans to the place where the items are being sold to the customer.

This step depends on whether we have the supplier from Germany or any other country outside Germany. It involves determining a reliable consistent shipping company. The strategy behind this is to select a reputable company that has been shipping products from one place to another. The information will be obtained from our employees and any other reliable source.

The destination of the supplied products is determined whether it is to our Headquarter or the selling point. Our technical personnel who must approve that the supplied product is in good condition will determine the place. They will be supplied to their offices before dispatching to the place of work. For coffee products, it will be determined by where the offices of quality assurance team are located.

Market Entry

This step involves making sure that the product is in use at its intended place. After shipment, the respective persons verify the products before being deployed to the place of work.

For the vending machines, they are taken to the locations where they are needed, that is, the malls, supermarkets and the offices. The strategy here is to use the company vehicle to transport the machine accompanied by one of our technical expert who will ensure that it is operational as it was shipped and verified.

Different types of coffee shipped are also verified for their quality and quantity. They are then taken to their respective market places where they are kept safely in a vending machine.

To adopt this, one of our food quality assurance staff will carry the products using the company vehicle, put them into the machine and provide guide to its use. At the selling point, there is a guide on how to use the vending machine and various coffee products in the vending machine with their respective prices.

Upkeep

This is the regular maintenance and checks on the vending machine and the coffee products in it to ensure that it is operating on a daily basis. There should be no time at which the services are terminated because of various reasons.

The strategy for the machines is that our technical experts will visit the selling points regularly to correct any malfunctions and for the restocking of the food supplies, our salespersons will advice the office when the products are almost finished to ensure that they are restocked before the machine is empty.

Due to the changes in tastes and preferences of our customers, there will be a suggestion box. The customer will drop the suggestions, complaints and compliments to be acted upon accordingly. Our quality assurance team will ensure that customers and employees adhere to all the health and safety measures by checking regularly.