The bargaining power of customers
They want a fast product, just 2 or 3 minutes of preparation, and practice to transport.
They wish a cheap coffee with a good quality and if more they can take care of their futures, it will be perfect.
At GMCR, customers are treating with care and attention.

The bargaining power of suppliers
They are little farmers without power. They live and work in South or North America or Asia. They suffer of the exploitation of the big industries. Fair Trade’s goal is to balance their situation improving their wages. The deal is that they cultivate their coffee seeds with care and the buyers buy their production at fair price.

Treat of new entrants
Currently that the green market is in full expansion, a lot of news entrants would like to set up in this sector.
Competitors are trying to reduce their production costs to provide cheaper products for sale and to increase their reputation of their responsible attitude. They acquire the same quality of products to be more competitive.
GMCR sells fair trade certified coffee.

Treat of substitute product
Simple coffee without certificate.
Coffee machines which allow at each to do their own coffee alone like Nespresso.

Competitive rivalry within an industry
Certified organic coffee or fair is still a small niche but the big brands are beginning to show interest. It is a growing market.

Everywhere in the world.
Men and women between 20 and 55 years old. Actives peoples who have not the time to drink a coffee in terrace. They have moral consciousness because they would like to respect the