Marketing Management

MG 511 Strategic
Marketing
Case Study:
Marketing Planning at
‘Just Us! Cafes’
Lecturer:
Date:

Name:
Student No:

Ms. x
20th Dec. 2010

Seánpaul Walsh
X

Contents:
1.0

3

1.1

Competitor Analysis

3

1.2

Specific Competitor: Kicking Horse Strategy

4

1.3

PEST

4

1.4
2.0

External Analysis

Porter’s 5 Forces

4

Internal Analysis

5

2.1

Value Chain Analysis

5

2.2

BCG Matrix

5

2.3

Revenue Analysis

6

2.4

Geographic Concentration

6

3.0

SWOT Analysis

7

4.0

Key Issues

7

5.0

Strategic Alternative (A)

7

6.0

Strategic Alternative (B)

8

7.0

Strategic Alternative (C)

9

8.0

Bibliography

-

9.0

Appendices

-

2|P a ge

1.0

External Analysis

In order to develop effective strategies Just Us Café’s are required to examine the external environment in which they operate. I have carried out the following analyses:


Competitor Analysis



Pest Analysis



Specific Competitor: Kicking



Porter’s 5 Forces

Horse

1.1

Competitor Analysis

Competitor

Channels

Locations

No. Shops

Kicking Horse

West Coast, Canada
Quebec & Ontario
United States
Canada & United States
Canada & United States
Canada
Nova Scotia, Quebec &
Ontario

N/A

Trident Bookseller & Cafe

Coffee Shops, Gourmet
Stores, Restaurants
Stores, Universities
Mainstream
Mainstream
Loblaws Stores
Coffee Shops, Universities,
Gourmet Stores,
Supermarkets
Coffee Shop

Halifax, Nova Scotia

1

Java Factory

Coffee Shop

Nova Scotia-Halifax,
Darthmouth, Upper
Tantallon

3 Coffee Shops

Tim Hortens

Restaurant

170

Second Cup

Coffee Shop & Retailer

Nova Scotia GeneralWolfville(2), Halifax(21)
Canada General, Nova
Scotia(6)-Halifax(5)

Kraft Foods
P&G Millstone
Nestle
Lowblaws Private Label
Just Us!

Mainstream
Mainstream
Mainstream
Mainstream
4 Coffee Shops & On The

Bibliography: Doyle & Stern, (2006), ‘Marketing Management and Strategy’, 4th Ed., Prentice Hall. Keller, (2008), ‘Strategic Brand Management’, 3rd Ed., Pearson Education. Murray & O’Driscoll, (1996), ‘Strategy and Process in Marketing’, Prentice Hall. Ries,A. and Trout, J., (2001), The marketing classic positioning: the battle for your mind, McGraw Hill. West, Ford & Ibrahim, (2006). ‘Strategic Marketing’, Oxford Publishing. Wilson, R. And Gilligan,C., (2005), Strategic Marketing Management (3rd Edition), England: Elsevier Butterworth-Heinemann. Journals: Bawa, K., Shoemaker R., (2004) The Effects of Free Sample Promotions on Incremental Brand Bergen, M., and Peteraf, M., (2002), Competitor Identification and Competitor Analysis: A BroadBased Managerial Approach, Managerial and Decision Economics, Vol. 23, No. 4/5, Fan, Y Hanas, J., (2008) Going Green, Marketing News, 2/1/2008, Vol. 42 Issue 2 Hughes, G Iriberri, A. and Leroy, G. (2009) ‘A life-cycle perspective on online community success. Sherman, A. (2003), ‘Growth through Joint Ventures and Strategic Alliances’, Fast track Business Growth, Chapter 21. Wakolbinger,L., Denk, M. and Oberecker,K., (2009), The effectiveness of combining online and print advertisements, Journal of Advertising Research, Vol Bergen and Peteraf (2002) Mapping Competitors 15 | P a g e