The following table gives out the activities and related costs on the value chain of Just Coffee,
Question:
The following table gives out the activities and related costs on the value chain of Just Coffee, which is a producer of fair-trade organic coffee. Companies that do not sell fair-trade coffee can buy coffee directly from small farmers for as little as $0.75 per pound. By paying substandard wages, they can also reduce their labor costs of roasting and bagging coffee to $0.70 per pound and reduce their overhead by 20 percent. The average retail price of coffee is $9.99 per pound.
Fill in the BLANK CELLS in the table, and answer the question.
Just Coffee (fair-trade) | Non-Fair-trade | |
Purchasing from farmers | 2.3 | 0.75 |
Import, storage, freight | 0.73 | 0.73 |
Labor costs of roasting and bagging | 0.89 | 0.7 |
Label and bag | 0.45 | 0.45 |
Overhead | 3.03 | |
Total cost | ||
Retail Price | 9.99 | |
Markup | ||
Profit margin |
What would be your recommendations to Just Coffee’s response to the competition from the non-fair-trade coffee producers?