Jamba Juice Marketing Plan

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Jamba Juice Marketing Plan

By | September 2011
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Table of Contents
Page 1.Company Description………………………………………………….......1 2.Strategic Focus and Plan…………………………………………………..1 •Mission statement and vision……….………………………………1 •Goals………………………………………………………………….1 •Competitive Advantage……………………………………………..2 3.Situation Analysis…………………………………………………………..2 •SWOT Analysis……………………………………………………...2 •Competitor Analysis………………………………………………...3 •Customer Analysis…………………………………………………..4 4.Market-Product Focus……………………………………………………..5 •Objectives of the Proposed Marketing Plan……………………….5 •Target Market Characterization…………………………………...6 •Differentiation and Positioning……………………………………..7

1.Company Description
In the year 1990, Kirk Perron, opened up a small, convenient, and healthy food store named Juice Club. It was located in the state of California in the city of San Luis Obispo. The emphasis on health, nutrition and convenience that Juice Club offered became a sensation among people and the idea quickly spread. It was until 1995 when it changed its name to Jamba Juice while the idea of selling healthful food remained. Since then it has now grown into an organization with over 700 stores, 9,000 employees, and has successfully entered into various markets across the United States. It continues to grow and expand by franchising its brand to select individuals and continuously introducing new and healthy products to its consumers. Along with franchising, Jamba is also expanded its market base internationally to Canada and South Korea. The first Jamba Juice store in Korea opened this past January 2011. They have planned to open over 200+ stores over a 10 year period. Although there aren’t any stores opened in Canada yet, they have a letter for intent to develop 125 stores in the future.

Jamba continues to strengthen its brand locally by reaching out and giving back to the community by partnering with...
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