Fair Trade and developing countries in international trade

The thesis is focused on the analysis of the Fair Trade concept. Its main goal is to evaluate the potential of the market in the Czech Republic based on the analysis of the development of Fair Trade in the rest of the world and successful strategies used on various national markets, but with special emphasis on the strategy in the United Kingdom, where the concept is the most developed. Firstly, it describes the origin, formation and worldwide expansion of the movement. Afterwards, it characterizes basic principles and standards that have been set up and have to be kept by all the participants through the whole system. Secondly, I focus on the commodities that are sold under the Fairtrade Mark with an emphasis on the most significant ones, coffee and bananas. The general overview of the development of Fair Trade on the world market leads me to the market of the United Kingdom where I evaluate the causes of its success. Finally, I analyze the market in the Czech Republic and based on the strategies discovered on previous national markets I suggest those which could be applied on this market as well