just us cafes

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!