Learning Check

There are two questions (to this Learning Check):

1) Interpreting Ford Motor’s Indicator

Ford reports the following energy consumptions per vehicle manufactured (million BTUs)
2007 = 10.8
2008 = 12.2
2009 = 11.2

Question: In which year was Ford most efficient in energy consumption?

2) Interpreting Starbucks’ Indicator

Starbucks reports that it achieved its targeted purchases of Fairtrade certified coffee.

Question: Is this an efficiency or effectiveness indicator?