The Evaluation of Fair trade Coffee

Essay 2 task description
At the café, Barry and Mandy sit down to have a coffee, where he immediately launches into
the project he is thinking about.
“I am thinking about promoting reusable coffee cups amongst our customers. There is a
community group that is looking at the environmental issues. And what I am concerned about
is the disposable coffee cups. Maybe, getting people to use those reusable coffee cups for
takeaways. We could do it with our name on it, and we could give a discount if they use them.
What do you reckon? I think this will be exciting, it will make the Copacabana Cuppasthe best
in the world.”
Mandy says, “Ok Barry, I know you are brilliant, and you have great ideas, one thing I have
found is that reusable cups are not as good as you think they are.”
Barry is surprised by this, “Where did you get this information? What I have found states that
they are good, look at what Starbucks is doing, see” he points to their website. He continues,
“Plus we can be part of the responsible cafes and show our Corporate Social Responsibility.”
“Yes, I know” says Mandy, “but perhaps you should have a look at the other side of the
argument”, indicating on her iPad to Barry recent stories in The Conversation and on the ABC
Barry says “OK, I need to look at both sides, because I need to focus on who are my clients
now, but more importantly in the future? What do they want, so that I can match their
Barry Manilow has been so pleased with the work you have done on Fairtrade coffee and now
has tasked you to write a short evaluation in essay format. The essay should evaluate the two
sides of the discussion and then conclude with a clear and well-justified recommendation on
whether Barry should adopt reusable coffee cups for his business.
Barry has given you a list of websites, but you know you will need to go beyond this to get the
information required. You remember that Barry has said “Just try to keep it short, I don’t have
much time to read, about 1000 or so words. Just look at both sides and tell me what will work
and why, you know, how it will help Copacabana Cuppas.”

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Barry’s List
• Australian Bureau of Statistics
• Profile of the Central Coast

• Starbuck website

• Responsible Cafes
• The Conversation

• ABC News

In the essay you must:
1. write a succinct introduction;
2. critically evaluate both sides of the discussion; and
3. conclude with a well-justified recommendation(s).
Critical thinking is a key component of the exercise and we are looking for originality of
thought. In so doing, you must draw on additional research from other reliable English
language sources, especially peer-reviewed academic journal articles and, if applicable,
relevant industry, government and non-government publications. You can find the Library’s
guide to finding business related research here.
By way of guidance, it is recommended that your essay should spend:
1. Roughly 80 words on introduction;
2. 800 – 850 words on critically evaluating of the proposals; and
3. 100 words on a conclusion.
4. Your essay must include a reference list.
This Essay task is worth 15% of your final grade, and should not exceed 1100 words in length,
including in-text references, reference list, and any text in tables, diagrams, etc., Your essay
must also contain a reference list, which is also included in the word count. The essay must
be submitted in .doc or .docx format.



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Your filename must take the format SID_BUSS5020_2019S2_Essay2.docx, where SID is your
SID, e.g. A student with the SID 012345678 would have the filename:
The essay must be properly referenced in accordance with the American Psychological
Association (APA) 6th edition style. Details are available on the Library website. The essay
must adhere to the University’s Academic Honesty in Coursework Policy 2015, and other
relevant University policies.
The Essay is due no later than 10:00AM on Tuesday, 8 October 2019.
The University has authorised and mandated the use of text-based similarity detecting
software for all text-based written assignments. The task must therefore be submitted
through Turnitin on Canvas. You may resubmit the essay until the due date/time, after which
no further resubmissions will be accepted. You are responsible for ensuring the correct
document (not a draft) is submitted. The document in Turnitin at the deadline is the
document that will be marked, and no discussion will be entered into to the contrary nor any
special pleading entertained.
Essays will be graded against the following criteria:
• conforming with instructions;
• critical analysis and evaluation;
• research; and
• presentation and communication.
Please see the rubric on Canvas for a more detailed explanation and additional resources.
Standard Business School penalties apply for papers submitted late and/or over the word
limit. It is your responsibility to ensure you are acquainted with these policies.
Late penalties
Assessments which are submitted after the assessment deadline will incur a late penalty of
5% per day or part thereof up to 10 calendar days, after which a mark of zero is applied. The
closing date is 10 calendar days after the due date. Since submission is electronic, for the
purpose of calculating penalties, weekends, public holidays, and ordinary working days ALL
count as days.
Word limit
A penalty is applied to papers which exceed the word limit. Where a student exceeds the
word limit, the student will lose 10% of the total marks when the submission is 10% above
the word limit and 10% for each 10% over-limit thereafter. Note that the word limit includes
the executive summary, in-text referencing, and the reference list at the end of the document.
Any text in tables, images, etc. is also included. Since the stated word limit for this assessment
is 1100 words, this means students can write up to 1209 words without incurring a word limit

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The final mark will be made available to students via Canvas when available. Written feedback
will be available on Turnitin.