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Corporate and implicative Communication of Max Havelaar association

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  1. Company Presentation of Decathlon
    1. The company
    2. Justification for the choice-SBA
    3. Logistics
  2. Environment of Decathlon
    1. Current market situation of sports
    2. The environment at Decathlon
  3. The sectoral analysis
    1. Competitive forces
    2. Strategic Groups
    3. The different strategic positions
    4. Generic strategy
  4. Defining Key Success Factors
    1. Managerial Expertise
    2. Marketing Expertise
    3. Products
  5. Strategic Analysis
    1. Internal factors
    2. External Factors
    3. Analysis of Strengths - Weaknesses - Opportunities - Threats
    4. Analysis

One might have never heard of Max Havelaar. However, Max Havelaar is presented today in many ways and soon it will be difficult to not know about the name. Today, Max Havelaar products have entered the supermarkets, and fair trade is no longer an enigma to the Western world (for definition of fair trade: see annex).

Originally, Max Havelaar worked with both private and public institutions. It set international standards of production with commercial importers and producers of western underdeveloped countries. It raised awareness by government institutions between conferences to promote the economic system. Max Havelaar is the name of a fictional character that rebelled against slavery.

Fort Max Havelaar is the emblem of the first institution that deals with fair trade. Yet, Havelaar did not invent this system. The organization is actually a product certification system which ensures that the small producer receives a fair remuneration for his work and ensures good working conditions, health and safety of personnel. So what is special about Max Havelaar as against other organizations in the area of fair trade?

Max Havelaar, a non-profit association respected by many governments, is presented as a labeling organization. Yet by deepening our research we found that this organization is the subject of much criticism about his label and his true motivations.

It accuses the association to have recovered the fair trade market and would be made the principal representative. We can then ask whether Max Havelaar is an association that is implementing a business strategy whose sole purpose is to promote fair trade or if it does not behave like a business that is profit.

Our goal is how Max Havelaar manages to legitimize its action to keep its credibility.
Therefore we propose to analyze, after a brief history, the values of the association and institutional issues in philanthropic motivations.

In the second part we will focus on targets and communication strategy. Finally we consider the critical aspect of this association to try to understand the exact nature of the body.

The Max Havelaar Foundation was founded in 1988. It sets up the label of fair trade to meet the desire for a Mexican Community (cooperative UCIRI) to sell his coffee at a price fair.
Max Havelaar France was created in 1992 by the following organizations: EWB (Engineers without Borders), Peoples Solidarity and CICDA (International Center for Agricultural Cooperation). This is a non-profit association, supported by the Ministry of Foreign Affairs and the CDE.

In 1997, Max Havelaar merged with two other certification body Fairtrade and Fairtrade TransFair are. They form the FLO International (Fairtrade Labelling Organizations International). In 1998, with its campaign "Ask for ethical products", he manages to raise public awareness to the issues of fair trade and to introduce products carrying the Max Havelaar label in supermarkets.

Relating only to coffee producers in the beginning, the label then extends to the producers of tea, chocolate, banana, orange juice, rice, sugar, honey, pineapple, mango, cotton and spices.

The idea is to set up an international certification system that ensures that the products they have been produced and marketed in compliance with international standards of fair trade. These international standards allow producers in the South to enjoy a decent wage and better working conditions and life, and also production techniques more environmentally.

Max Havelaar is also given the mission to inform the public on issues of fair trade in order to integrate this system in our economy. These issues are sustainable development (in human and environmental), economic transparency and fairness.

Tags: Max Havelaar; definition of Max Havelaar; strategy and origin of Max Havelaar

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