JU Coffee Marketing Strategy
Added on 2020-01-23
17 Pages3656 Words80 Views
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Marketing and Operations management
Table of ContentIntroduction................................................................................................................................3Answer 1....................................................................................................................................3Answer 2....................................................................................................................................8Answer 3..................................................................................................................................10Answer 4..................................................................................................................................13Conclusion................................................................................................................................15References................................................................................................................................16
IntroductionEvery business needs a plan to grow itself into a better position. For Just Us! This was when they decided to expand their markets and reach more customers. The appointment of Ms Juliet allowed them to rethink their marketing plan and also decide whether they want to continue in the existing process of look for a changed marketing plan in order to derive more profits as well as create better solutions for its expansion into the other parts of Canada and even USA. As Julia has been provided a proper introduction of the company it would be easier for her to create the marketing plan for the company, assessing the potentiality of the company and assessing the vulnerabilities. Answer 1In order to understand the current external and internal condition of Just Us! And to make a marketing strategy it is essential that all the internal and external factors relating to the business are well examined and clear to the marketing team. For this, it is required that one uses Specific marketing tools to analyse the competitors, assess the environmental factors andeconomic factors to create better understanding: External Analysis- Competitor Analysis The Just Us! Brand has a few competitors in the market and among them the Kicking Horse are the most important ones. There are various competitors in the wider market which includethe greater Canada region and the US regions too. The below table provides a just example ofthe various competitor in the Nova Scotia as well as international competitors of Just Us! CompetitorChannelLocationStore NumbersKicking HorseStores, Restaurants and Coffee Shops and onlineCanada west Coast, Ontario, QuebecN/A
Full Stream CoffeeStores , coffee shop, onlineNova Scotia, Canada1President’s Choice Stores, SupermarketsUSA and CanadaN/AKraft FoodsUniversities and StoresUSAN/ATrident Bookstore &CafeNova Scotia and Halifax1Tim HortensRestaurantNova Scotia, Halifax & Wolfville170+Here we can see that the Kicking Horse is the main competitor of the Just Us! Cafe and it must work towards creating better marketing plans to control the market share or it might be forced to lose its popularity and sales. PEST Analysis: Political: The Fair Trade recognition within the community, and especially the coffee production community was one of most important political factors that affected the growth of the Company. The certification & recognition of ‘Fair Trade’ was one of the turning points of the company[ CITATIONCon05 \l 1033 ]. Economical: There are a number of competitors that are known to have similar product offerings with Organic products. While Just Us! Believes in pricing its products economically, its price point is a bit near
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