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Fair trade position on the Czech market
Lipšová, Veronika ; Filipová, Vladimíra (advisor) ; Drozen, František (referee)
The aim of this Bachelor's thesis is to analyse the positon of fair trade on the Czech market. Firstly I introduce the fair trade movement and its principles, the main international fair trade organizations and also some of the critical views. The third part focuses on the availability of fair trade products in the retail sector and analyse the availability in two retail chains, dm drogerie and Kaufland. The last chapter is devoted to the Czech customers using a questionnaire survey I investigate the awareness of fair trade in the Czech Republic and who is the typical customer of these products.
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The concept of fair trade - a path to development as well as an area of justified criticism
Čermáková, Kateřina ; Šaroch, Stanislav (advisor) ; De Castro, Tereza (referee)
This thesis deals with the evaluation of the concept of fair trade, specifically its impact on economic, social and environmental spheres of the life of producers and their communities in developing countries. The theoretical part defines the concept of fair trade, presents the historical development of the concept, discusses its main actors, principles and products; finally, it incorporates the issue into the theory of international trade. The main part of the thesis presents selected case studies that examine the impact of the participation in the fair trade system on producers of coffee, cocoa, bananas and sugar cane, and reveal whether fundamental objectives of the movement have been fulfilled in these cases.
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Poverty in Sub-Saharan Africa - causes, impacts, solutions
Svitáková, Lucie ; Cihelková, Eva (advisor) ; Pluskalová, Eva (referee)
The aim of this thesis is to highlight the issue of poverty in Sub-Saharan Africa. In the first part I give the definition of poverty and indicators which are used for its measurement. It also determines the factors that lead to poverty in this area. The second part deals with the characteristics of the main problems that arise from the existence of poverty. It includes mainly a lack of access to basic needs, high debts and unequal opportunities in international trade. The last chapter focuses on some of the many tools that could lead to eradication of poverty such as the Millennium Development Goals, debt relief and the concept of Fairtrade. The paper draws upon both Czech and foreign books and Internet resources, especially the annual reports, statistics and databases of international institutions.
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Analýza značky "Fairtrade"
Němcová, Kristýna ; Průša, Přemysl (advisor) ; Odehnalová, Jitka (referee)
Fairtrade is a relatively young brand on the Czech market that is really interesting by its nature. The mark does not seek preferentially to maximize profits from the sale, but is interested in the ethical conduct of production of the goods in developing countries and fair rewarding today often disadvantaged workers and farmers. The aim of my thesis is to analyze the Fairtrade mark on the Czech market and to reveal the brand perception by consumers based on my own research. The theoretical part is concerned with the meaning of a brand, its features, brand equity and also describes the historical development of the mark Fairtrade. In the practical part I concentrate on the real analysis of the Fairtrade and based on the results from my research I find out the overall brand image in the minds of consumers. In conclusion based on the obtained results I try to formulate appropriate recommendations, which could help the mark in the future to improve the image and the market position.
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Fairtrade in comparison with its alternatives
Škrabánek, Jan ; Svoboda, Miroslav (advisor) ; Mirvald, Michal (referee)
This thesis examines specific consumer behaviour when a consumer takes an interest in conditions which the product was made in. This thesis analyses the most significant initiative in the field -- fairtrade -- and its alternatives. The research tries to answer the following questions: Does a programme better living conditions of the target group? Does it help to reinforce producers' situation in a distribution chain? Is the system transparent enough? The thesis examines following alternatives: 4C Association, Direct Trade and Good African Coffee. These alternatives work in some aspects better than fairtrade. Nevertheless it cannot be argued that either of them is better in all aspects. Fairtrade and its alternatives could be characterized as a speciality market and their possibilities to combat the poverty are therefore limited. The thesis suggests some questions for further research of fairtrade efficiency and it alternatives.
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Importance of the concept - Fair Trade for developing countries
Troppová, Simona ; Bič, Josef (advisor) ; De Castro, Tereza (referee)
In this Bachelor thesis, I describe the formation and origin of the Fair Trade movement, way in which it operates, aspects which it brings on the market and the basic characteristics of trade with the most important Fairtrade commodities. Firstly, I focus on the general identification of kinds of products included in Fair Trade and afterwards I characterize the fair trading of four most significant crops among all: coffee, bananas, cocoa and cotton. Objective of the thesis is above all to create an image defining the present situation at three different Fair Trade markets: in the United Kingdom, Czech Republic and Slovakia. From the general outline of success of the movement in the world I continue with deeper detailing of above mentioned markets. From this definition I deduce particularities of Fair Trade performance in each country. Furthermore, I analyze the causes of the exact situation on every market. From the discovered indications I evaluate, if further development of the concept on those markets would be meaningful also in the future and what should be improved for its better effectiveness. In conclusion I briefly analyze the general conditions needed for successful implementation of Fair Trade.
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Fair Trade: the Fair Trade Organization
Castro Chaparro, Enrique Adolfo ; Štěrbová, Ludmila (advisor) ; Zamykalová, Miroslava (referee)
The aim of the thesis is to clarify concepts regarding the Fair Trade system and to contribute to an objective debate about the viability of the model and its real effects. It analyses history and development of trade; trade institutions and major players, development theories and namely concepts of Free Trade and Fair Trade and the differences between them. It is not fair to blame the market for the poverty and hardships of the poor; but it is also unwise to expect things to be fixed alone. Fair Trade is an alternative; a choice. It must not be taken as something unquestionably beneficial, but it must not be demonized either: a sincere debate is necessary to assess the effectiveness of Fair Trade and other forms of help to combat poverty.
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Corporate social responsibility in marketing
Karešová, Eva ; Boučková, Jana (advisor) ; Divinová, Veronika (referee)
Diploma thesis focuses on history analysis and today's CSR issues that multinational marketing corporations have to face up. It describes both CSR positives and negative responses to CSR implementation. It follows today's customer trends on markets and possibilities, how to win mainstresm customers for CSR challenges. Especially the trend of building CSR in the core business and in brands themselves is pointed out. The diploma work shows many examples of practising marketing with some social effect, from which both the company and the supported object can profit. Finally, the work describes some possibilities of CSR implementing and communicating. The practical part describes current CSR activities of Unilever company, including its Vitality mission, that is built in the whole business.
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