The Production of Coffee Within Australia

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The first step towards improving the economic society of Guatemala is to provide adequate labour conditions. As discussed previously this will be done by sending ACGCP representatives to manage the working conditions directly. The two major reinforcements will be enforcing rest periods and decreasing the quota per day. These experts are chosen to evaluate and secure home-country quality standards (Haghirian, 2012). To ensure rest periods are taken, a mandatory ‘clear field’ period should be taken following the completion of 5 hours of work. This will be done by a siren sounding every 5 hours to indicate a rest period of 30 minutes. A lowering of the quota per day to more realistic numbers will allow for a reduction in work pressure. This will also ensure that employees do not enlist help from their children, therefore keeping the children in school. This will break the cycle of poverty and shift the perception of country of origin.

In the mind of the consumer the country of origin effect needs to be shifted by emphasizing the country of brand. Due to Australia’s high standards the advertising of ACGCP as an Australian brand will resonate highly with the UK market. Research shows that UK consumers prefer Australian branded products over those that are Latin-American branded (Roy Morgan Research, 2013). “Today, ‘Made in’ has a greater influence and importance for consumers,” (Moore-Evans, 2014). Because of this the recommendation was chosen over the tourism advertising of Guatemala because the difficulty of changing consumers perception towards a country is more difficult than emphasizing an existing perception.

Enforcing rest periods and reducing the quota per day, ACGCP can put into effect corporate social responsibility. Further, by focusing on an Australian branded product and ‘silencing’ the production country, the country of origin effect can be shifted from negative to positive. The implementation of these recommendations will eliminate a majority of negative ethical issues. Therefore, the ACGCP company will become more attractive towards the UK market.

4.0 References

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