- The document discusses Starbucks' fair trade coffee campaign and the results of a survey evaluating customer awareness of and attitudes towards the campaign. - The survey found high awareness but low understanding of how fair trade helps farmers. It also found that most customers perceive the campaign as improving Starbucks' image as a socially responsible brand. - However, the survey results also showed that few customers report actually purchasing fair trade coffee on a regular basis despite supporting the goals of fair trade.

3. Hong Kong Coffee industry Introduction Campaign Survey Result Recommendation Industry What your reference here ?

6. STARBUCKS-Being a Responsible Company Introduction Campaign Survey Result Recommendation Industry

7. 2011 A Demand Pull Fair Trade Campaign Year 2000 Kick-Off of the program Met a lot of Criticism for 34,000 kilograms of Coffee Brought Year 2002 2% of Total Coffee Bought Year 2010 300 Million of Fair Trade Coffee Beans Bought Timeline for Fair Trade Campaign Introduction Campaign Survey Result Recommendation Industry See How Starbucks is Doing Now

8. No foundation Level  Not sustainable No Promotion Level  Not cost effective Still Remember Our Evaluation Model? Introduction Campaign Survey Result Recommendation Industry

10. Introduction Campaign Survey Result Recommendation Industry Foundation Level What concrete measures the company Has done to help promote fair-trade Fair Trade Initiatives Starbucks Pacific Coffee Delifrance Overall World ’s largest fair trade purchaser Hong Kong based founded in 1992 Seattle Coffee Style Singapore based entered HK at 1987 French Coffee Style Corporate Commitment We aim to have 100% of our coffee certified or verified by an independent third party. As an initiatives under environmental support. Data Deficient Customer Impression 63% 6% 2% FT Coffee beans 40 million pounds in 2009 Data Deficient Data Deficient

11. Still Remember Our Evaluation Model? Introduction Campaign Survey Result Recommendation Industry

12. Starbucks Share Planet Program Introduction Campaign Survey Result Recommendation Industry

15. Evaluation Criteria Potential Limitations: Profit Sales volume Market Share Introduction Campaign Survey Result Recommendation Industry

17. Survey Result – Brand Image Improvement Many people thinking Starbucks as a social responsible company due to its waste recycling and organic coffee campaign 63% people think Fair Trade has enhanced Starbucks image as a social responsible company Makes changes

18. Survey Result – Purchase Behavior

20. Conclusions and Recommendations

21. Conclusions and Recommendations

22. Conclusions and Recommendations

23. Conclusion

24. Recommendations