What must the company do to implement the recommendation; What are the expected results? There should be alternative actions for how the company can increase their profits and revenue. The paper is focused on the coffee sold on the following website https://www.cafecampesino.com/. It is a fair trade coffee. The competition is only other fair trade and gourmet coffee brands. How fair trade effects their limitations. How their website represents their brand and marketing. Like Starbucks has their website and inside of their stores focused on their product while Cafe Campesino focused on their mission and company. The issues that should be talked about in the paper is how to improve their methods/website/marketing/presentation/etc. to increase profits and revenue and possibly gain new customers. Perhaps where to sell their products?