Executive Summary This report contains in-depth analysis of global coffee industry. In addition it analyzes the Starbucks Company and its marketing strategies with respect to Fair trade. It reveals that the leading companies and Starbucks Company have been successfully implementing Fair trade activities. The Starbucks Company has been implementing the Fair trade activities by being certified by Fair Trade. Fair trade provides farmer the minimum wages and also allows the farmers to get education at the same time. The purpose of this research is to direct the worth of Fair trade strategies of the Starbucks company with their regular performance. Mainly this research will offer the analyzed impact of Fair trade on Starbucks Companies results on its tangible assets and the marketing strategies within the coffee industry sector. Contents: Introduction to the Coffee Industry Research Question Evaluation of Fair Trade Strategies and Activities Analysis of Current Performance of the Starbucks Company Strengths Weakness Opportunities Threats Discussion of Impact of Fairtrade activities at the Starbucks Recommendations for the Starbucks Conclusion Introduction to the Coffee Industry Coffee is currently the most valuable commercial product of agricultural trade therefore the industry has inflated. The increased value of coffee has thus formed an increase in competition between businesses to create high quality products in order to thrive and survive within the competitive business environment. In order to capture market shares and gain public relations, companies need to use more substantial strategies. By becoming associates of Fair Trade, companies can effectively gain shares and public relations whilst increasing their chances of survival within the competitive business environment. It has been observed and made apparent the companies such as Starbucks and Costa have used the prestigious label of Fair Trade as a strategy to lead the market s