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Marketing Planning

Text of Just Us Cafes

MARKETING PLANNING AT JUST US! CAFS

PRESENTED BY:RACHEL MARIE A.GM05078ANGELINE FELIXGM05260TIONG HOOI GIGM05279RAIMOND SELKEGM05322MARKETING PLANNING AT JUST US! CAFS

11. EXECUTIVE SUMMARY2. BACKGROUND OF STUDY3. COMPETITIVENESS ANALYSIS4. MARKETING STRATEGIES5. RECOMMENDATION6. CONCLUSION

TABLE OF CONTENT

1. EXECUTIVE SUMMARYJUST US! CAFS

3Just Us! (JU) Caf 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 (i.e. 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. 1. EXECUTIVE SUMMARY42. BACKGROUND OF STUDYJUST US! CAFS

52. BACKGROUND OF STUDYCorporate Background7th March 1996-First fair trade coffee roaster in CanadaJus Us! Justice (People and the planet before profit)Vision-Leading Fair Trade (Quality, Professionalism and innovation)Missions- Fair Trade business - worker ownership, social and environment responsibilityPromote long term relationship Producers, Traders, buyers and consumersHonest and Respect Commitment to education, innovation & collaborationProduct Lines Coffee, Tea, Sugar, ChocolateAppeal to more consumers across needs and price pointsProducersDirect Relationships with certified small fair trade organic producers59 sources countriesProduct Offerings:Cocoa, coffee, cotton, flowers, fresh fruits, rice, honey, shea butter, quinoa, spices, sports balls, sugar, tea & wineCurrent InvolvementsInvestment FundJUDES ( Seminars, educational)Fair Trade Coffee MuseumFundraisingDistributionRetail OutletsSupermarket Chains Health Food Stores, Coffee shops and Churches

63. COMPETITIVENESS ANALYSISJUST US! CAFS

7SWOT ANALYSIS

8PEST ANALYSIS

94. MARKETING STRATEGIESJUST US! CAFS

10MARKETING MIX 4PsIncrease advertising through both digital and direct mediaCreate advertising campaign through internet, newspaper and TVOrganize Fair Trade events to bring in new customers or potential investors115. RECOMMENDATIONJUST US! CAFS

12(five scenarios)

Attempt joint venture or form strategic alliances with fellow competitors who share similar values. (*)

Improve current franchising policy in dispersed locations (**)Assist future investors with franchising process to gain legal rights over new franchise

Create strategic alliances with local universities (**)5. POSSIBLE RECOMMENDATIONS (* - grade of urgency)Attempt joint venture or form strategic alliances with fellow competitors who share similar values.Improve current franchising policyAssist future investors with franchising process to gain legal rights over new franchiseCreate strategic alliances with local universitiesIntroduce Just Us! Products to specialty storesStrengthen marketing communications channels i.e. advertising, PR, Promotions13Cont. POSSIBLE RECOMMENDATIONS (* - grade of urgency)VI. Introduce Just Us! Products to specialty stores (*)

V. Strengthen marketing communications channels by higher marketing budget (5 % industry common) and clear MARCOMS i.e. Advertising (using Social Media / YouTube adds etc.), PR (more low coast events, e.g. book clubs), Promotions (free samples, Loyalty Scheme, vouchers in Nov/Dec for Jan-Mar lowest sales performances) (***)

Additional note for recommendation 2), map Nova Scotia

Boston Consulting Group Matrix (pre-class for Strategy Management Course )

BCG MATRIX17PRODUCT LIFE CYCLE

6. CONCLUSIONJUST US! CAFS

19Market PenetrationMarket DevelopmentProduct Positioning6. CONCLUSION

20THANK YOU!

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