PRESENTED BY:RACHEL MARIE A.
GM05078ANGELINE FELIX
GM05260TIONG HOOI GI
GM05279RAIMOND SELKE
GM05322
MARKETING PLANNING AT JUST US! CAFÉS
1. EXECUTIVE SUMMARY2. BACKGROUND OF STUDY3. COMPETITIVENESS ANALYSIS4. MARKETING STRATEGIES5. RECOMMENDATION6. CONCLUSION
TABLE OF CONTENT
1. EXECUTIVE SUMMARY
JUST US! CAFÉS
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 (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 SUMMARY
2. BACKGROUND OF STUDY
JUST US! CAFÉS
2. BACKGROUND OF STUDY
Corporate Background● 7th March 1996-First fair trade coffee roaster
in Canada
● Jus 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 responsibility
Promote long term relationship – Producers, Traders, buyers and consumers
Honest and Respect – Commitment to education, innovation & collaboration
Product Lines ● Coffee, Tea, Sugar, Chocolate
● Appeal to more consumers across needs and price points
Producers● Direct Relationships with certified
small fair trade organic producers
● 59 sources countries
● Product Offerings:
Cocoa, coffee, cotton, flowers, fresh fruits, rice, honey, shea butter, quinoa, spices, sports balls, sugar, tea & wine
Current Involvements● Investment Fund
● JUDES ( Seminars, educational)
● Fair Trade Coffee Museum
● Fundraising
Distribution● Retail Outlets
● Supermarket Chains
● Health Food Stores, Coffee shops and Churches
3. COMPETITIVENESS ANALYSIS
JUST US! CAFÉS
I. SWOT ANALYSIS
● Lack of clarity on Fair Trade certification● Emergence of both international and domestic competitors
Threats
● Increase in consumers’ demands towards fair trade products● Influence of social media / E-commerce
Opportunities
● Outdated marketing strategies● High dependency on retail distribution channel
Weaknesses
● Strong brand name● Superior product quality● Loyal customers base● Multiple distribution channels● Customer engagement
Strengths
II. PEST ANALYSIS
• Overall coffee experience enjoyed
by consumers
• Modern high-end brewing machine
• Changing in consumers’ disposable income
• Minimum trade restrictions to foreign competitors
• Fair trade certification
POLITICAL
ECONOMIC
SOCIALTECHNOLOGY
4. MARKETING STRATEGIES
JUST US! CAFÉS
MARKETING MIX – 4Ps
•Competitive pricing in line with products differentiation strategy
PRICE
•Enhanced product’s attributes and features i.e. balanced nutrition, ethically produced goods
•Focus on coffee/tea for expansion
PRODUCT
•Advertising, free samples, point of sales, loyalty scheme, packaging
•Focus on coffee/tea for expansion
PROMOTION
•Coffee shops in other regions of the state, college and university cafes
•E-commerce
PLACE
5. RECOMMENDATION
JUST US! CAFÉS
(five scenarios)
I. Attempt joint venture or form strategic alliances with fellow competitors who share similar values. (*)
II. Improve current franchising policy in dispersed locations (**) Assist future investors with franchising process to gain legal
rights over new franchise
III. Create strategic alliances with local universities (**)
5. POSSIBLE RECOMMENDATIONS (* - grade of urgency)
Cont. 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 MATRIX
PRODUCT LIFE CYCLE
6. CONCLUSION
JUST US! CAFÉS
Market Penetration Market Development Product Positioning
6. CONCLUSION
THANK YOU!
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