Marketing planning at Just Us Cafe

Topics: Brand, Coffee, Customer Pages: 60 (7927 words) Published: November 4, 2013
Just Us Final Assignment

Term Paper on Marketing Planning at Just Us Café
which is based in Canada
Prepared by Fred M’mbololo (Kenya) updated versionspecifically for Slide Share viewers and members

Dated: 08/05/2013

Prepared By Fred M’mbololo

Page 1

Just Us Final Assignment

Executive Summary
In Section 1.0, this report starts with analysis the current and future market situation at Just Us cafes using the 5C analysis framework. It also highlights ethical trading issues that have faced the company and it postulates some of the remedies that the Industry should adopt to eliminate unethical practices and ensure that all the companies in the Industry are operating on the same playing ground.

In section 2.0, the report also uses the BCG matrix to classify and analysis the competitiveness of Just Us café products and at the same time alluding some of the strengths and limitations of the matrix. Problems of product deletions are also meticulously considered in the light of concentrating on selling only the products which currently have higher margin of profits in comparison to the other products.

In section 3.0, it also addresses the challenges that the company struggles with in terms of improving its customer services and trying to increase its customer loyal base.
In Section 4.0 the report culminates by making recommendations on how the company can improve its outdated marketing plan by using the 4P’s of marketing, using social media such as face book and twitter, usage of free samples of their new products and creating brand value among other measures.

Prepared By Fred M’mbololo

Page 2

Just Us Final Assignment
In Section 5.0 the report indicates all the appendices used for the purposes of illustration and elaborating some of the key issues opined here. Financial diagrams are also used repeatedly to try and emphasize on some of the fundamentals of marketing and accounting principles.

In Section 6.0, lastly but certainly not least the report shows all the materials that were used for the purposes of compiling it. Among the documents that were used were books, journals and conference papers.

Prepared By Fred M’mbololo

Page 3

Just Us Final Assignment

Table of Contents:
1.0a 5C Analysis framework for Internal and External
Environment……………………………………………………P5 1.1a Customer Analysis……………………………………...P5 to P7 1.2a Competitor Analysis…………………………………….P7 to P9 1.3a Climate (Context)………………………………………..P9 to P11 1.4a Company……………………………………………….P11 to P12 1.5a Collaborators…………………………………………….P13 1.0b Ethical trading………………………………………….. P14 2.0a BCG Matrix……………………………………………...P15 to P18 2.0b Problems of Product deletions…………………… P19 to P19 3.0a Improve Customer Service………………………….P19 to P21 3.0b Ways to increase customer loyal base……………P21 to P25 4.0a Outdated Marketing………………………………….P26 to P31 4.0b Social Media…………………………………………..P31 to P33 5.0a Appendices…………………………………………….P34 to P41 6.0a Bibliography………………………………………….. P42 to P44

Prepared By Fred M’mbololo

Page 4

Just Us Final Assignment

1.0(a) 5C Analysis framework for Internal and External
Environment.
Introduction:
The 5C analysis is an environmental scan on five key areas; it covers the microenvironmental and the macro-environmental situation. John Wiley and Sons, Inc., An overview © 2005, identify the 4 Cs as Customer Analysis, Competitor Analysis, Climate(Context) Analysis, Company Analysis and some marketers added the 5th C of Collaborators.

1.1(a) Customer Analysis.
Type of
Customer
Community
based

Served by
Small independent
cafes

Location of
Customers
Canada

Loblaws
Supermarket and
Sobey

Kicking Horse and
Just Us Café

Canada

E-commerce
based

Kicking Horse and
Starbucks

Canada,
Europe and
United States

Universities

Just Us Cafes

Canada

Existing
customers

Just Us Cafes

Canada

College Students

Kraft Food
Services

United States

Preferences
Consumer coffee...

References: Baden Fuller C; and Stopford J.M (1992)-Rejuvenating the mature
business, London, Routledge (pp16)
Doyle and Stern (2006), ‘Marketing Management and Strategy, 4th
edition, Prentice Hall.
Marketing Management by Philip Kotler and Gary Armstrong,
2008,13th Edition, pp76
Marketing Management by Philip Kotler and Gary Armstrong,
2010,13th Edition, pp76
Marketing Management by Philip Kotler and Kevin Lane Keller
(2012), pp.277-278, 14th Edition ©Pearson Education Limited.
Strategic Brand Management by Kevin Lane Keller, 2008, 3 rd
Edition (Upper Saddle River, NJ), Prentice Hall.
West, Ford and Ibrahim (2006), Strategic Marketing’ Oxford
Publishing pp.259
Managerial Approach, Managerial and Decision Economics, Vol23. No
4/5, (pp1255-1271)
3. Customer Value Metrics by Bruno Busacca, Michele Costabile, Fabio
Ancarani, 2008, Journal in Advances in Business Marketing and
4. Erdem, T and Swait. J (2004) “Brand credibility, brand consideration and
choice, Journal of Consumer Research, Vol
5. Holmes, J.H and Lett, J.D (Jr (1977), “Product Sampling and word of
mouth”, Journal of Advertising Research, Vol
8. McGuiness, D, Brennan, M and Gendall, P (1995), “The effect of product
sampling and couponing on purchase behavior
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