Just Us Cafes - Marketing Assignment
[Company Address]
[Company Address]
Nida Sadiq
Case Study on Just Us
Nida Sadiq
Case Study on Just Us
Marketing and the Business Environment
Marketing and the Business Environment
Table of Contents Executive Summary 2 Introduction 3 1.0 Environment Scanning 4 1.1 Importance of Environment Scanning: 4 1.2 Economic and Business Climate 5 1.2.1 Canada’s Economy: 5 1.2.2 Canada’s Fair Trade Market: 7 1.2.3 The US Economy: 7 1.2.4 The U.S. Fair-trade Market: 7 1.2.5 Business Environment of Just Us: 8 1.3 Sales and Key Products 8 1.3.1 Fair Trade Sales in Canada: 8 1.3.2 Sales of Just Us: 9 1.4 Value Analysis 10 2.0 Current Marketing Strategy 11 2.1 Product Life Cycle: 11 2.2 BCG Matrix: 11 2.3 The Marketing Ps: 12 2.4 Competitor Analysis 13 Short-term Strategy 14
Executive Summary
On March 1996, Jeff and Debra Moore incorporated Canada’s first fair trade coffee roaster, Just US! It was a worker-owned Co-op, which revolved around the idea of People and the planet before profits. The Mission statement of Just US was based on strong ethical, environmental and social issues. Hence, the products of Just Us were not only organic, but also Fair-Trade. .
What started as a small coffee shop selling organic fair-trade coffee in 1996, blossomed into a known co-op with 69employees and a management team of 9 by 2009. The decision making process evolved from central to functional, to support its market expansion.
Apart from investing in the third world countries, their suppliers, they also invested in creating more opportunities for the local society they incorporated in. In 2005 JUDES (Just Us Development and Education Society) was launched to increase awareness of social and environmental issues related to international development, the benefits of fair trade, and the power of each consumer to make a difference. Just Us museum and social projects like “the Flower Chart” helped in shifting consumer focus
[Company Address]
Nida Sadiq
Case Study on Just Us
Nida Sadiq
Case Study on Just Us
Marketing and the Business Environment
Marketing and the Business Environment
Table of Contents Executive Summary 2 Introduction 3 1.0 Environment Scanning 4 1.1 Importance of Environment Scanning: 4 1.2 Economic and Business Climate 5 1.2.1 Canada’s Economy: 5 1.2.2 Canada’s Fair Trade Market: 7 1.2.3 The US Economy: 7 1.2.4 The U.S. Fair-trade Market: 7 1.2.5 Business Environment of Just Us: 8 1.3 Sales and Key Products 8 1.3.1 Fair Trade Sales in Canada: 8 1.3.2 Sales of Just Us: 9 1.4 Value Analysis 10 2.0 Current Marketing Strategy 11 2.1 Product Life Cycle: 11 2.2 BCG Matrix: 11 2.3 The Marketing Ps: 12 2.4 Competitor Analysis 13 Short-term Strategy 14
Executive Summary
On March 1996, Jeff and Debra Moore incorporated Canada’s first fair trade coffee roaster, Just US! It was a worker-owned Co-op, which revolved around the idea of People and the planet before profits. The Mission statement of Just US was based on strong ethical, environmental and social issues. Hence, the products of Just Us were not only organic, but also Fair-Trade. .
What started as a small coffee shop selling organic fair-trade coffee in 1996, blossomed into a known co-op with 69employees and a management team of 9 by 2009. The decision making process evolved from central to functional, to support its market expansion.
Apart from investing in the third world countries, their suppliers, they also invested in creating more opportunities for the local society they incorporated in. In 2005 JUDES (Just Us Development and Education Society) was launched to increase awareness of social and environmental issues related to international development, the benefits of fair trade, and the power of each consumer to make a difference. Just Us museum and social projects like “the Flower Chart” helped in shifting consumer focus
References: (Accessed on 25th Nov2012) Dallas FED: US Economic Activity [online] Available at: http://www.dallasfed.org/assets/documents/research/econdata/us-charts.pdf (Accessed on 24th Nov 2012) (Accessed on 24th Nov2012) Financial Post, 2009: Recession for Canada in 2009:UBS [online] Available at: http://www.canada.com/topics/news/story.html?id=bf3552f0-ce49-4bce-86cb-5c52f4636a4b (Accessed on 24th Nov 2012) Global Exchange Organization, 2012: Coffee in the global Economy [online] (Accessed on 23th Nov 2012) Global Exchange Organization, 2012:Commodity chain of Coffee [online] (Accessed on 23th Nov 2012) Keller, (2008), Strategic Brand Mangement, 3rd edition, Pearson Education (Accessed on: 25th Nov 2012) Quick MBA, 2012: BCG Growth Share Matrix The Independent, 2011: Fairtrade market experiencing explosive growth in UK and US. [online]. Available at : http://www.independent.co.uk/life-style/fairtrade-market-experiencing-explosive-growth-in-uk-and-us-2236449.html (Accessed on 20th Nov 2012) Trading Economics, 2012: Canada’s GDP Growth Rate [online]. Available at: http://www.tradingeconomics.com/canada/gdp-growth (Accessed on 23th Nov 2012) Trading Economics, 2012: Canada’s Unemployment Rate [online]. Available at: http://www.tradingeconomics.com/canada/unemployment-rate (Accessed on 24th Nov 2012) West, Ford & Ibrahim (2006), Strategic Mnagement, oxford publishing Wilson, R.and Gilligan, (2005) Strategic Marketing Mnagement, 3rd edition, Elsevier Butterworth-Heinemann