Just Us! - Opportunity for Branding and Marketing Expansion

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  • Topic: Fair trade, Coffee, Trade
  • Pages : 15 (4849 words )
  • Download(s) : 30
  • Published : December 10, 2012
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Just Us! - Opportunity for Branding and Marketing Expansion

Executive Summary

This executive summary has been provided to allow readers a rapid appreciation of the content of this assignment. This document analyses the marketing situation for a Fair Trade coffee roaster company with business in the wholesale and own retail market. The environment was analyzed by scanning the micro and macro environments, giving emphasis to competition and external factors. After that, the SWOT analysis was used to organize these findings. Once the segments were identified, the objectives were defined based on a growth strategy. Finally, the marketing mix was used to suggest some recommendations of change in order to reach the objectives. To achieve these goals, some recommendations of change are suggested as follow: * Branding: Build and maintain a brand of Fair Trade label; * Product: Add new products to star lines/ Repackaging/ Expand stores’ menu/ Standardization; * Promotion: Advertise in stores and Fair Trade Museum/ Emphasize quality / Promotion on goods by fidelity card and combined sales / Partnership with schools and colleges to maximize the museum´s exposure/ Better use of internet as media communication; * Place/Distribution: Maintain diversity in distribution channels/ Growth objective by coffee shop expansion/ Franchising; * Price: Market based/ Different pricing points in star product lines; * People: Build and maintain a great service level with a trained and exciting staff.

Table of Contents

1- Introduction Section…………………………………………………...………………….4 * 1.1 - Overview about the business……………………………………………………..4 1.2 - Company Mission Statement, Vision and Values………………………..……4 2 - Environmental Analysis…………………………………………………………………5 2.1 - Micro environment………………………………………………………………….5 2.1.1 -Competition Environment…………………………..………………………6 2.2 - Macro Environment…………………………………………………………………7 2.3 - SWOT analysis………………………………………………………………………8 2.4 - Customer Analysis - Segment, Target and Position (STP)……………...…11 3 - Marketing Objectives and Goals………………………………………………...……12 3.1 – Ansoff Matrix………………………………………………………………...…….13 4 - Marketing Strategies………………………………………………………………..…..14 4.1 – Branding……………………………………………………………………………14 4.2 – Marketing mix……….……………………………..…………………………..….14 Conclusion…………………………………………………………………………………...20 Reference………..……………………………………………………………...…………….21 Appendix…………………………………………………………….……………………..…22

* 1 - Introduction Section
* 1.1 - Overview about the business
Just Us! is a company that imports and roasts products from Fair Trade certified producers, selling them in the wholesale and retail market. Based in Nova Scotia, Canada, they started in 1995, and by 1996 already were the first Canadian Fair Trade Coffee Roaster. To be a Fair Trade certified product/company, means that it is credible, enabling farmers and workers in developing countries get a better deal from international trade by paying them a minimum guaranteed price, and in this way improving the quality of their lives (The Fair Trade Foundation, 2012). 1.2 - Company Mission Statement, Vision and Values

“People and the Planet before Profits.” This mission was established in 2010 (Just Us! Coffee Roasters Co-op, 2012), and shows a company entirely committed with the environmental and social responsibility, aspiring to be an example in Fair Trade business. Just Us! Has values based on these words: ‘authenticity, co-operation, community, instinct and justice’ (Just Us! Coffee Roasters Co-op, 2012). The company drives business in a unique way, respecting and co-operating with people and small communities with the best ethical practices and based on democratic principles. The organization’s culture emphasizes the ideology of ethical consumption behind their products. In other words, the Company is highly engaged with the Fair Trade movement, supporting...
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