Just Us! Case Just Us! is a corporation that imports‚ roasts and sells primarily organic coffee from fair traded certified coffee producers. Their vision is: “to be a leading Fair Trade business that builds on quality‚ professionalism and innovation for the benefit of all our stake holders. Since its inception‚ Just Us! had experienced healthy growth in the maritime provinces of Canada‚ mainly supported by its corporate values: social and environmental responsibility‚ sustainability‚ ethical practices
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concept of fair trade. What is fair trade? Fair trade is a trading approach that is based on a correct relationship between producers and consumers. A product that carries the fair trade mark can be defined as a product in which producers and traders have met the fair trade standards. Fair trade is Divine Chocolate’s competitive advantage because it focuses on a specific type of customer that is willing to pay more for products that are produced under fair circumstances‚ and who are loyal to fair trade
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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
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Sainsbury’s products are divided into three man categories; each category meets different customer needs. The three different categories are the basic products‚ the core and the premium. It is key for Sainsbury to plan the location of their products; the basic products are usually placed on the bottom shelves. The premium products are located at much higher level‚ normally around the eye-level of customers. This is done in order to catch the customer’s attention. The premium products are high quality
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key issues for Starbucks? Starbucks was quite concern to maintain their brand image in spite of threatening issue by Global exchange (Argenti‚ 2013‚ p. 140). First‚ Starbucks was reluctant to go for any agreement with fair trade since they were not confirmed whether fair trade could assure to provide the quality beans to meet the Starbuck’s standards or not. The company never compromised with the quality and hesitates to pay higher prices for it. Second‚ the another significant concern was that
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prefer drinking fair trade coffee‚ especially as it ensures fair working conditions and wages for coffee farmers from developing countries. Here are 10 major fair trade coffee labels‚ as well as a description of each. Many of them are organic coffees too. 1. Equal Exchange The secret to the success of Equal Exchange coffe is not just that it’s socially responsible‚ but that by using fair trade practices for sourcing coffee it also gets better beans. That is a difference that customers are willing
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exceptional customer service in an inviting atmosphere. Starbucks’ success can be attributable to the following factors: * Quality Coffee: Starbucks was able to provide the highest quality product by controlling as much of its supply and distribution channels as it could. The company enforced exacting coffee standards and worked directly with the various growers. This allowed them to purchase the green coffee beans and roast them based on the Starbucks’ specifications. * Customer Service: According
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Just Us (JU) begins to operate in March 7 1996 .Just Us! Is more than brand‚ it’s an ideology. It is a fair trade coffee cooperative‚ wholesaler and retailer. Overall situation is beneficial‚ but they face some issues concerning cafe’s. Jeff and Debra faced some difficulties in foundation period but they find solutions for all. Problems | Solutions | Lack of money to purchase house and equipment. Lack of member investments only 2500$. | Put mortgage on own house‚ secure loan from local bank
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Introduction 3 III‚ Assignment Question 5 1. Question 1 5 a) Strategically relevant components of Equal Exchange’s macro-environment 5 b) Are these factors favorable to the sellers of fair trade food and beverage products? 6 c) Opportunities for growth 6 2. Question 2 6 a) The competitive pressure facing the fair trade food and beverage product industry. 6 b) Five-forces analysis 7 3. Question 3 7 a) Key elements of Equal Exchange’s strategy 8 b) Generic strategy 8 c) Cooperative integrated corporate
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the sales that can be expected at each stage. In this essay‚ attentions will be paid on the different consequences of having a major product at the growth stage. After that‚ I will turn to the pros and cons of our company to sell sugar under the Fair-trade label and then giving my own opinion. According to the product life cycle‚ it is obviously that once a product comes into the growth stage‚ consumers identification in term of psychology and value is aroused‚ and new consumers are absorbed
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