JU Coffee Marketing Strategy

This assignment delves into the development of a comprehensive marketing strategy for JU coffee. It examines the brand's strengths and opportunities, particularly its potential to expand across the USA and Canada through an enhanced online store. The plan emphasizes leveraging new media like digital advertising and social platforms (Facebook, Twitter) to reach target demographics, similar to successful competitors like Kicking Horse Coffee. Additionally, it suggests utilizing blog marketing and Google AdWords for broader online visibility.

Marketing and Operations management

Table of Content
Introduction................................................................................................................................3
Answer 1....................................................................................................................................3
Answer 2....................................................................................................................................8
Answer 3..................................................................................................................................10
Answer 4..................................................................................................................................13
Conclusion................................................................................................................................15
References................................................................................................................................16

Introduction
Every 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 1
In 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 and
economic 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 include
the greater Canada region and the US regions too. The below table provides a just example of
the various competitor in the Nova Scotia as well as international competitors of Just Us!
Competitor Channel Location Store Numbers
Kicking Horse Stores, Restaurants
and Coffee Shops
Canada west Coast,
Ontario, Quebec
N/A

and online
Full Stream Coffee Stores , coffee shop,
online
Nova Scotia,
Canada
1
President’s Choice Stores,
Supermarkets
USA and Canada N/A
Kraft Foods Universities and
Stores
USA N/A
Trident Bookstore &
Cafe
Nova Scotia and
Halifax
1
Tim Hortens Restaurant Nova Scotia,
Halifax & Wolfville
170+
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
(Congress, 2005).
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
premium prices which are dependent on the
ability of the consumers to spend their
income, especially the disposable income
on the premium coffee. It is also important
that the community sees importance of the
fair trade and feel that they should invest in
the cause for the company to sustain
(Freedman, 2004).
Social The social factor is important in case of
Just Us! Cafes as the difference in
experiencing premium quality organic fair
trade coffee seem like the turning point of
the sales (Middleton, 2011).
Technological : Just Us! Needs to include better
technologies in order to create better
roasting and quicker turnaround times.
There is a need to address the various
changes in the Technological aspect of the
company that can be obtained (Moeller,
2009).

Porter’s 5 Forces:
Threats of New Entrants : The threat of New Entrants is high as there
are more than one Fair Trade coffee
roasters in the area and entering the popular
market is easy (Indiatsy, 2014).
Buyer Power It is important that the consumers have
enough disposable income to spare for the
Fair trade organic coffee like JU. The
power of the Buyer is high in the industry.
Threat of Substitutes There are many substitutes already in the
market, which are the normal coffee,
instant coffee and more. There are other
beverages also like soft drinks and water,
tea.
Supplier Power: The suppliers are limited for JU and the
supply is usually weak too, since the JU
only supplies to nearby supermarkets,
universities and gourmet stores
Competitive Rivalry : There are various competitors in the local
as well as the International market for JU
Internal Analysis:
Internal analysis can be done using a short SWOT analysis of Just Us! Cafes and here is the
chart for the same:

Strengths:
 A strong base of loyal customers
 Engagement with the company is
high
 The brand is a strong brand with a
rich heritage
 The brand uses multiple channels to
reach customers (Osita, 2014)
Weaknesses:
 Increasing number of coffee shops
in Nova Scotia
 Marketing Budget is low
 Increasing competition in Nova
Scotia Region (Ommani, 2011).
Opportunities:
 Introduction of Online Ordering for
coffee and other products
 Huge popularity in the Nova Scotia
Region
 Fair trade products (Valentin, 2005)
Threats:
 Easy Obtaining of Fair Trade
Certification
 Focus of the company is not clear
 Starbucks and other chain of cafes
eating up business
 High volume of competition (Pahl,
2009)
As the marketing head of JU, it can be said that there are a number of methods to handle the
ethical problems at Just Us!
 The coffee should only be purchased from Fair trade producers and organic
producers which abolishes the unethical benefits of middle men
 The Roasting process must be done in batches to keep the coffee fresh and
aromatic

 The selection of coffee must be done carefully and limited edition flavours
must be created
 Brand awareness can be created through advertising about how the company
has created more employment and opportunities for people from problematic
sides of the society.
Answer 2
Every product goes through a series of stages that are common for most products and
similarly same for Just Us! Cafes. The start of the product Life Cycle is through the stage of
introduction, where the product is created and the company such as Just Us! Wants to create
brand and product awareness in order to create the brand and make the product known to
customers/target groups. The right marketing mix can result in the creation of a good
introduction phase where the product shall go through:
Product Pricing Distribution Promotion
This stage is the
first stage within
Introduction phase
and it is usually the
phase where the
product quality
standards are
formed and
intellectual
properties are
The pricing depend
on a few factors,
where a new
product may be
priced under the
regular price to
create a large
market share
relatively faster. Or
it might even be
The product is then
distributed to
different methods
of distribution and
Just Us! Provides
their product to
supermarkets,
gourmet stores,
universities,
restaurants and
To increase and
build lasting
product awareness,
marketing is
essential and is
usually adopted to
create better brand
and product
awareness.

protected using
patents and
trademarks
priced in the skim
pricing methods.
coffee shops.
Growth Share Matrix
High Low
High Stars Question Marks
Low Cash Cows Dogs
There are a number of matters that can be crucial in the decision of taking out (deleting) or
introducing a new product intones market. There are a number of people who want to delete
or create new product selections for the company. There are a number of problems that are
associated with the deletion of products from the catalo of products at the Just Cafe! New
products might require the deletion of products that are not selling as they should order
changes in the existing menu to include new ones, but the most common problems seen are
listed here.
1. There are the most important facts surrounding the problem of product deletion. There
is a problem like the market reactions that are associated with the elimination of
products like Sugar or maybe some varieties of coffee from the marketing mix
(Middleton, 2011).
2. There is also a problem associated with creating and understanding the way a specific
product is associated with the profit and loss of the company and how it contributes to
the sales volume (Pahl, 2009).

3. The marketing team would have a hard time in deciding which products should be
invested in and which ones should be left out. This might create confusion within the
management and create problems (Congress, 2005).
4. There might be problems in creating enough concentration over the products that are
newly launched by the company and this might create various problems for the
association.
5. There might be problems in deleting some products at certain places which might be
favourites in single place but might not do well in the other places. His might become
a problem for the planners and might make management feel confused.
So these are the problems that might be associated with the creation and usage of new
products as well as deletion of products from the JU line of creation. There are a variety of
problems that are usually seen and in this case also there are similar problems seen in the
deletion of new products (Congress, 2005).
Product selection hence should be done very minutely and should be done using the known
methods of selection o products and deletion of products must be hence done accordingly in
order to maintain the various measures of the company.
Answer 3
It is essential for companies to learn how to focus their concentration on employees and
customers. The need to improve customer service and provide thoughtful and essential help
for its customers is essential. Here are some of the most essential changes that the company
can include in itself to increase customer experiences. There are many ways to create a good
place for customers to enjoy their coffee outside their homes and here are some of the most
apt ideas to realise this goal:

1. A more Friendlier Cafe Style: The cafes in the JU franchise should be revamped in
order to give it the feel of a cosy room in people’s homes with dim lights and a more
laid-back look. Beanbags can be added instead of the standard eating options to make
sipping on coffee even more relaxing (Ommani, 2011).
2. Books and other entertainment can be used to keep the guests engaged and wanting to
visit the cafe regularly, People who love reading books and are regular customers
might be allowed to enjoy from a series of good books kept at the restaurant for guests
that can give them more reasons to go back to JU cafes.
3. Many people visit cafe to conduct business meetings with colleagues and even to
conduct serious dealings , this people can be provided special wife access in order to
help them use they notepads, laptops and other digital devices without a problem. The
time allowed for wifi usage can be capped to make sure that the resources are not over
utilised or wrongly used.
4. Regular visitors can be greeted with a separate counter to help them get their orders
faster. Most people will love this concept and will continue to come back to the cafe
regularly to enjoy special service (Middleton, 2011).
Expanding the customer base might seem like an easy task and this can be achieved through
the use of various methods of increasing a JU cafe number of customers. There are a number
of methods that have
a. Staff at the JU cafes must have proper training in order to be courteous and
informed about products, their services, and the variety of products on offer as
well as be ready to assist customers at any point.
b. The customers at JU must be systematically surveyed and this should ensure that
the employees know their customers well

c. Clients that have created bad profiles for themselves and those who are
uncooperative should be avoided and only the best should be dealt with. The 80-
20 rule must be used in order to determine the core customers of the brand who
are providing good business and focus on their needs. The customers must be
attended at all times and politely handled.
d. Referring programs can be a great way to create more customer base and also
make customers more loyal to the brand. This would also result in a number of
more customers who are eager to increase their base and enjoy referral benefits
which should be discounts and free coffee.
e. The need is to create a better service for the people who are purchasing online.
There is a need for people to understand that the people who purchase the
products online would love t get discounts and offers, as well as there can be
special limited edition sales and discounts to lure more customers into the
business and get them to invest in the sales of the Coffee. There is a need for
people to also understand that the people want specialised selections of produces
that are specially made for the people
f. In store merchandise can be created in order to create better brand loyalty and
these products are to be provided as gifts in special limited time contests
g. Creating special campaigns and contests can be created in social media and the
people who are most active can be appreciated through special gift vouchers or
products.
h. Customer Feedback options should be created in order to understand he wants of
the customers and their views about the company. Each time a person provides
feedback to the company they could be provided with a percentage discounts
(Moeller, 2009).

Answer 4
The marketing plan of JU is quite outdated and it seriously needs to be revamped in order to
integrate better marketing prospects in future, Marketing is dependent on the ways that a
product is marketed into the population as well as the process that is used for the marketing.
Today, there is significant dependence over digital l marketing techniques and there are a few
simple ways to include many more followers within the company too.
Introducing Loyalty Cards and Discounts:
Most coffee shops that are popular like Starbucks have loyalty cards which allow the user to
enjoy benefits and get discounted prices on special items. This creates brand loyalty as the
people who visit JU cafes frequently will have the option of enjoying maybe some discounts
as well as some cash back or special deals that can be availed using the JU loyalty cards.
Loyalty cards are known as great tools to increase customer loyalty and they must be used to
create better customer base for the brands. The offers provided can vary with the season, the
amount of spends and the current market type, but having a person get rewarded with every
visit helps them create a better partnership with the brand in general (Middleton, 2011).
Integrating Social Media and Promoting Options:
Among the most common marketing options of today’s marketplaces there should be a
special mention of Social media as an important determinant in creating a good marketing
mix. The marketplaces today are more open t social media and most large-scale coffee sellers
and cafes are using social media to tap in more customers and reach overseas customers and
increase sales. Today, customers are ready to pay extra to enjoy good quality products and
this option can be fully utilized by the Just Us! Group. The Just Us! Company derives a good
amount of popularity through its certifications of being Organic and using Fair trade coffee to
lure in more customers who are aware of the certifications and want to invest in quality
organic coffee. Just Us! Have its presence in Facebook and Twitter and also a professional

profile in LinkedIn. These social media platforms are known for their large number of
followers and the Just Us! Brand can use it to expand their following and brand following.
The new launch of products can be provided with-
Business Partnerships:
In order to promote more business the brand can surely make tie ups with external brands in
UK and USA who have similar tastes in Coffee and they can be reached through partnerships
with other brands and companies which are known for their fair share of loyal customers.
There is a need to understand that through these partnerships it would be possible for JU to
reach more customers. Also through the option of selling packaged products through these
partners, the loyal customers can continue to have the taste of organic coffee through these
outlets and also help in increasing popularity of the host companies (Middleton, 2011).
Online Shopping Revamped:
The online shopping bandwagon has already been applied to JU, but the shop can be
redesigned to make it even more easy to use and order. The people living in nearby areas
would really appreciate the great taste of JU coffee and other varieties that the brand has to
offer in their mail. The prospects of reaching all the USA and Canada is a great option for JU
and also creating a good online store will boost their online presence and will make them a
good competitor of Kicking Horse, who are prominent online sellers of their coffee brews.
Including new media such as Digital Advertising and using Social media to increase more
brand popularity can be essential for the growth of the company. Today everyone is online
and the consumers of the JU coffee are mostly educated individuals with a good amount of
disposable income. They would ideally be reached through social media channels like
Facebook or twitter which are known for being popular ways to reach potential customers.
The people can be reached through marketing in various blogs and websites and advertised

through these medium in order to reach more people. Google Ad words can be used to rich
more online customers (Ommani, 2011).
Conclusion
There are a few more ways to increase the customer following of the company but these are
the few methods that can be used to increase the following of the cop nay. As the new
marketing head of the JU cafe’s these can be the best option that can be implemented for the
success of the company. Through these options the best method to increase the popularity of
the company can be achieved. There are one of the best methods to increase the popularity of
the company have been achieved. These plans if addresses properly need to be created in
order to create a better marketing plan for Just Us!

References
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2000. s.l.:Government Printing Office.
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Verlag.
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