Analyse stratégique sur les perspectives de commerce équitable et de sa mise en oeuvre entre les associations partenaires d'Autre Terre et le marché Belge.

Abstract

In a context where fundraising reach saturation for NGOs, Autre Terre has chosen a complementary alternative to meet its financing needs and at the same time advance its project. For years, Autre Terre has been working with different developing countries such as Burkina Faso, Peru, Senegal, ... with the aim of raising the awareness of the North's population of the problems of waste recycling, food sovereignty, independence in front of major players in international trade encountered in these countries. The solution imagined by Autre Terre to raise funds and reassign them in disadvantaged countries is to make fair trade! This thesis aims to develop the best marketing strategy to deal out a product the NGO knows without becoming a wholesaler in mass distribution. Considering certain ethical guarantees, Autre Terre looks for the best way to make accessible in Belgium the product available in the helped country without overexploiting the source. The chosen imported product, “balanites’ oil”, is coming from the Burkina Faso. The NGO supports the project of a one small group of women located about 100 km from the capital Ouagadougou that extracts this natural oil from the fruits of an extraordinary longevity tree since 2017. Once the project is sketched out, the goal is to detail it and check if it is viable. A large number of tools are used for a better understanding of the project such as a social business model Canvas, cost analysis, budgets for the years to come, .... Throughout these developments some theories will help us to understand the concepts of nonprofit organization, fair trade, responsible consumer, certification, ...