Marketing Planning at Just Us! Cafes

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Executive Summary

Just Us is an independent Canadian co-operative coffee roaster with a small chain of own cafes in Nova Scotia and a large network of distribution throughout Canada and in the USA. Apart from coffee, their products include tea, cocoa, sugar and various supplementary products. All of Just Us main products are fair trade certified and some of them are organic. Being an entirely fair trade company means Just Us pays its suppliers from so-called “third world” countries a fair price, including a premium for social welfare, gets into long-term contracts (equal or more then a harvest cycle) with them skipping middlemen who often absorb most of the margin and offers them additional benefits e.g. pre-payment and loans. “The fair trade movement brings together committed parties to create the “value” of social change, social development, fairness and equity through consumption by shortening commodity circuits between producers, retailers and consumers” (Low and Davenport, 2005).

Fair trade concept provides a successful rapidly growing niche for such companies as Just Us, because “ethical” products, such as fair-trade and organic, are products of high involvement and imply great levels of customer engagement at the decision-making stage of buying (Alexander and Nicholls, 2006, p.1237).

The market segment of fair trade coffee is rapidly growing, but Just Us faces high competition from various types of coffee producing and selling companies as well as from cafés.
On the current stage of its development, Just Us needs to consolidate marketing efforts on sending the clear message about the quality of its products and benefits of fair trade in order to expand its market, gain surplus in turnover and spread the concept of social justice.

Contents

1. Introduction.……………………………………………………………………4 2. Situational Analysis.……………………………………………………………5
2.1 Macro Environment...……………………………………………………5
2.1.1 PEEST Analysis.………………………………………………6
2.2 Microenvironment.………………………………………………………6
2.2.1 Market…………………………………………………………7
2.2.2 Suppliers.………………………………………………………7
2.2.3 Competitors……………………………………………………7
2.2.4 Distributors.……………………………………………………8
2.2.5 Customers...……………………………………………………8
2.2.6 Porter’s Five Forces Analysis.…………………………………9
2.3 Internal Analysis…………………………………………………………9
2.3.1 Company Resources...…………………………………………10
2.3.2 Product…………………………………………………………10
2.3.3 Price……………………………………………………………10
2.3.4 Place....…………………………………………………………11
2.3.5 Promotion………………………………………………………11
2.4 SWOT Analysis..…………………………………………………………12
3. Marketing Strategy Analysis……………………………………………………13 3.1 Ansoff Matrix.……………………………………………………………13 3.2 BCG Growth Share Matrix.………………………………………………14 3.3 McKinsey / General Electric’s Multifactor Portfolio Matrix.……………15 3.4 Other Frameworks..………………………………………………………15 4. Recommendations.………………………………………………………………17 References.…………………………………………………………………………20 Appendices…………………………………………………………………………23

1. Introduction

Marketing planning of an organization is a composite process that includes matching the features of external environment with the company’s facilities, developing the suitable marketing strategy and tactics and translating it into action (Jobber, 2010, p.38).

Today the amount of fair trade products sales is constantly growing within western societies, including Canada and USA. Local activists consolidate their recent efforts to promote organic products and ethical consumption in their countries (Fridell, 2007, p.237). More and more customers want to know the origin of the products they buy and prefer environmentally responsible companies. According to the ongoing changes on the market, the environmental scanning at Just Us is arguably worth any efforts spent. It may be the basic methodology for gathering and organizing marketing climate data for the new head of marketing department, as the position requires good knowledge of the situation before...
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