Fair Trade in Contemporary Britain

Question: Discuss about the Fair Trade in Contemporary Britain. Answer: Introduction: Oxfam provides their charitable services in North America, West Africa, LAC, Western Europe, HECA, Pacific, Asia and MEMAG--EEFSU with millions of direct beneficiaries for each individual nation (Oxfam.org, 2017). In recent time, Oxfam is actively working with the 323 projects of gender justice, 806 projects of sustainable food natural resources along with 238 projects for financing for development (Oxfam.org, 2017). This enhances their market share and popularity in nation. The major competitors of Oxfam in Australia are- Vision Australia and Habitat for humanity Australia. Moreover, for effective reason of providing justice to all the people and hence it provide motivation towards the brand. In context with their online competitions, Amazon, eBay and Hive are competitors (Anderson, 2015). Brief of Customer Profile Oxfam is an independent registered as a charity organization that provides well-being to the community people. Their customers are local shops and companies, who intends to sell their products and schools, where they can serve their book-wraps and books. Moreover, catering industries are also their customers for marketing of their food and beverages (Oxfamfairtrade.be, 2017). Their current strategy is to work collaboratively with private sector. Moreover, partnership with effective national and local government is also an effective strategy for Oxfam. Their initiatives towards the Smallholder Supply Chains and Enterprise Development Programme (EDP) are some positive outcome of their strategy (Oxfam Policy Practice, 2017) Anderson (2015) defines that improvements of advertising media will be a great opportunity as it will provide brand recognition to Oxfam. They also have opportunity for leverage upon its core values with large audience. As mentioned above, Oxfams greatest strength is their diversified projects and products ranges that are available at affordable price range. Strategy Formulation for customer The segmentation are the people, who desired to but hand-crafter home decoration items. Oxfam also provides Music--Toys, kitchen products, hand-made beverages, fashionable apparels along with gift cards and paper wraps (Nickel, 2016). Oxfam targets only price sensitive people who loves hand-crafted objects are available in lower cost (Anderson, 2015). They also target community people, who desire to offer some products for the betterment of the organization. In recent times, they have global identity in 12 nations for their unique work of retailing along with charitable work (Oxfam.org, 2017). However, they intend to position through Low-Price Strategy and efficient distribution strategies so that they can expand their business across the world. Reference List Anderson, M. (2015). Oxfam Helping by Selling: Charity, Trade and Advocacy. InA History of Fair Trade in Contemporary Britain(pp. 23-43). Palgrave Macmillan UK. Become a customer. (2017).Oxfamfairtrade.be. Retrieved 21 January 2017, from https://www.oxfamfairtrade.be/become-a-customer Nickel, P. M. (2016). Thrift Shop Philanthropy Charity, Value, and Ascetic Rehabilitation.Cultural Politics,12(2), 173-189. Private sector | Oxfam GB | Policy Practice. (2017).Oxfam Policy Practice. Retrieved 21 January 2017, from https://policy-practice.oxfam.org.uk/our-approach/private-sector#af3c4dc6-0b34-461b-8441-6a806ff1f1df www.oxfam.org/sites. (2017).oxfam.org. Retrieved 21 January 2017, from https://www.oxfam.org/sites/www.oxfam.org/files/file_attachments/story/oxfam