BACKGROUND OF THE CASE
Ethiopia is the birthplace of coffee. From the
Middle East these beans spread to Europe and then throughout their colonial
empire including Indonesia and the Americas. This film goes with Tadesse
Meskela the general manager of Oromia coffee farmers’ cooperative union.
Ethiopia has a population of nearly 75 million people, many of whom struggle to
make a living from their production and export of primary goods so this is
coffee. Coffee still grows wild in Ethiopia's mountain forests. Ethiopian
coffee is one of the most popular coffee origins in the world. However,
Ethiopia must compete and partner with the coffee companies, which generally
have more market power and earn higher profits.
CASE PROBLEM
- The farmer in Ethiopia a wage lower than
the heavy work.
- Should have more market power and earn
higher profits for the farmers.
- No have price information update.
THEORY/THEORY APPLIED FROM THE
TEXT BOOK
Ethiopians
shown in Black Gold are people who rely on the coffee trade – and live in the
very region that Starbucks buys coffee from. Marc Francis and Nick Francis, the
filmmakers, say that once the film hit Sundance, Starbucks people attended
every screening in full damage control mode.
CONCLUSION
The major vendors should provide support coffee farmers. Because
most people in rich countries are also drink coffee. They
should have developed a better life than
this. Should be supported and should have a better life. This movie
can make many people take into consideration about quality of life
in third world countries, which is
home to abundant resources.
