Just Us! Cafe's Marketing Environment Analysis Report
Marketing Planning at Just Us! Cafés case study
TABLE OF CONTENTS
EXECUTIVE SUMMARY 3 1. Introduction 4 2. Internal and External Audit of Marketing Environment of Just Us! and Ethical Issues 6 2.1 Strengths 6 2.2 Weakness 7 2.3 Opportunities 7 2.4 Threats 8 3. Issues in Challenging within Just Us! Product Life Cycle 11 3.1 Product Life Cycle (PLC) 11 3.1 .1 Introductory Stage 12 3.1.2 Growth Stage 12 3.1.3 Maturity Stage 13 3.1.4 Decline Stage 13 4. Customer retentions/ loyalty and expanding our customer base 15 5. Ideas for changing in advertising and enhancing our brands 18 6. Conclusions and Recommendations 20 REFERENCES 22 APPENDIXES 25
Executive Summary
Just Us! (JU) Café is the leading Fair Trade (FT) coffee cooperative, wholesaler and retailer in Nova Scotia, Canada, and United States. JU vision is “to be a leading Fair Trade business that builds on quality, professionalism and innovation for the benefit of all their stakeholders”. JU core differentiation is selling FT and organic model which is social and environmental responsibility, premium quality.
As FT market is growing, JU is looking for expanding its current business or developing a new product line to maintain current market share. Meantime, they facing challenges from having compete with several big brands (ie such as Starbuck, Mcdonald, Kraft who also introduce the FT certified coffees, or Rainforest Alliances certified coffees) and small coffee shops to retain its brand recognition of its product, yet to increase customers’ awareness of FT concept, and to satisfy with new and demanding customers who request an unique and appealing products. Following are the results from this paper, 1. Market for coffee and tea is in growing, which encourage JU to invest more to expand their market share, compare to sugar and cocoa. 2. Our target segment is mostly those young, and educated, say college students and age between 31-44 years, who are more
TABLE OF CONTENTS
EXECUTIVE SUMMARY 3 1. Introduction 4 2. Internal and External Audit of Marketing Environment of Just Us! and Ethical Issues 6 2.1 Strengths 6 2.2 Weakness 7 2.3 Opportunities 7 2.4 Threats 8 3. Issues in Challenging within Just Us! Product Life Cycle 11 3.1 Product Life Cycle (PLC) 11 3.1 .1 Introductory Stage 12 3.1.2 Growth Stage 12 3.1.3 Maturity Stage 13 3.1.4 Decline Stage 13 4. Customer retentions/ loyalty and expanding our customer base 15 5. Ideas for changing in advertising and enhancing our brands 18 6. Conclusions and Recommendations 20 REFERENCES 22 APPENDIXES 25
Executive Summary
Just Us! (JU) Café is the leading Fair Trade (FT) coffee cooperative, wholesaler and retailer in Nova Scotia, Canada, and United States. JU vision is “to be a leading Fair Trade business that builds on quality, professionalism and innovation for the benefit of all their stakeholders”. JU core differentiation is selling FT and organic model which is social and environmental responsibility, premium quality.
As FT market is growing, JU is looking for expanding its current business or developing a new product line to maintain current market share. Meantime, they facing challenges from having compete with several big brands (ie such as Starbuck, Mcdonald, Kraft who also introduce the FT certified coffees, or Rainforest Alliances certified coffees) and small coffee shops to retain its brand recognition of its product, yet to increase customers’ awareness of FT concept, and to satisfy with new and demanding customers who request an unique and appealing products. Following are the results from this paper, 1. Market for coffee and tea is in growing, which encourage JU to invest more to expand their market share, compare to sugar and cocoa. 2. Our target segment is mostly those young, and educated, say college students and age between 31-44 years, who are more
References: Text Book: Baker, M (2008) Marketing Strategy and Management, London: Palgrave Hooley, G.Saunders, J. Piercy, N. and Nicoulaud, B. (2007) Marketing Strategy and Competitive Positioning (4th Edition), London: South-Western College Pub Jobber, D (2010) Principles and Practice of Marketing (6th edition), London: McGraw-hill DataMonitor (2011) Starbucks Corporation Swot Analysis. [online]. [cited on 19 February 2012]. ISSN 61332512 Hsu, Yen (2011) Design Innovation and Marketing strategy in successful Product Competition, Journal of Business & Industrial Marketing, Vol Wakolbinger,L., Denk, M. and Oberecker, K., (2009) The effectiveness of combining online and print advertisement, Journal of Advertising Research, Vol. 49, Issue 6, pp 360-372 E-Resources: Docstoc (2012) Costa Coffee Marketing Strategy. [online]. Available from http://www.docstoc.com/docs/73888912/Costa-Coffee-Marketing-Strategy. [cited on 19 February 2012]. Equator (2012) About Coffee: Industry Overview. [online]. Available from http://www.equator.ca/aboutcoffee/industry.asp. [cited on 19 February 2012]. Grin (2012) Coffee Shop Industry—A Strategy Analysis. [online]. Available from http://www.grin.com/en/e-book/111348/coffee-shop-industry-a-strategic-analysis. [cited on 19 February 2012]. Huvard (2005) Marketing Strategy Recommendation: Czpresso Just Us! (2012) Just Us! Coffee Roasters Co-op. [Online]. Powered by: Just Us! Coffee Roasters Co-op, Available from http://justuscoffee.com.[cited by 10th February 2012]. Maxi Pedia (2012) BCG Matrix Model. [online]. Available from http://www.maxi-pedia.com/BCG+matrix+model. [cited on 19 February 2012]. Scribd (2012) Starbuck Marketing. [online]. Available from http://www.scribd.com/doc/3923360/Starbucks-Marketing. [cited on 19 February 2012]. Slideshare (2012) Strategic Marketing Plan: Just Us Coffee. [online]. Available fro http://www.slideshare.net/seanpauldcu/strategic-marketing-plan-just-us-coffee. [cited on 19 February 2012]. Targeting JU is mainly focus on ethically conscious consumer who perceived value added on fair trade product, who typically young and educated, like college student or those aged between 31-44 years old (Pelsmacker, Driesen and Rayp, 2005).