Marketing Planning At Just Us Cafes Case Study Essay

Marketing Planning At Just Us Cafes Case Study - Essay Example Enhancing Customer Experience and Expanding Loyal Customer Base 13 Integrating New Media to Promote the Brand 17 Conclusion 20 References 22 Introduction The case study relates to ‘Just Us’ which began its operations in the year 1996 under the Co-operative Association Act. It initiated as one of the earliest fair trade coffee roasters in Canada. ‘Just Us’ evolved as a worker-owned and operated for-profit coffee co-operative that essentially imported, roasted and sold both wholesale as well as retail fair trade, organic coffee brought from fair trade authorised coffee manufacturers from different parts of the world. The main vision of the company is to be one of the leaders in the Fair Trade business focusing upon quality along with professionalism as well as innovation so that all its stakeholders would be benefited to a great extent (Just Us, 2012). Marketing planning at Just Us is significant because it will try to identify the various challenges that the company face and thus in light of the strengths and opportunities faced by the company, it will be aimed to focus upon how the company’s performanc e can be enhanced (Just Us, 2012). The main objective of the study is to discuss the internal as well as external marketing environment of Just Us. The study will also entail the ethical issues that have been raised in the context of the case study. The significance of product life-cycle concept to Juliet and the problem that can be faced by the company due to deleting a product from the company’s product range will also be discussed in adequate detail. The study will endeavour to offer suggestions to improve the cafe’s performance and provide recommendations on how the company can update its current marketing programme. Internal and External Environment of ‘Just Us’ All the factors within the organisation that affects the strengths and causes weaknesses in an organisation are referred to as internal environment. All the factors outside the organisation that offer opportunities and thus pose threats to an organisation are referred to as external environment (Kazmi, 2008). External Analysis a t ‘Just Us’ For the purpose of creating effectual strategies Just Us Cafe needs to examine the external environment in which it tends to operate. The analyses of factors such as competitor analysis, PEST analysis, Porters 5 Forces Model are crucial in this scenario. Competitor Analysis ‘Just Us’ has numerous competitors across the product line in the local market such as Nova Scotia and also in the wider market such as Canada and the US. It is quite important for the company to comprehend the competitors’ resources in order to predict the degree of future threats. Java Factory is found to be one of the significant threats to Just Us. One of the specific competitors of Just Us has been Kicking Horse in the Canadian market. Therefore, it can be stated that competition poses a major threat to the company (Loudyi & et. al., 2009). PEST Analysis It has been evident from the case study that one of the political factors, which has been hindering the success ful operations of ‘Just Us’ was certified identification of actual fair trade. There is constant alteration in the economic environment. The case study demonstrates the fact that a few of the competitors are offering partly organic ranges along with mainstream organic coffees. It has been identified that Just Us practices premium pricing strategy. However, in the recent times the companies need to consider the disposable income of the consumers in choosing the products. Therefore, it is quite important for Just Us to be aware of the fact that consumers feeling for one particular product can be impacted by their income, despite how

MySelf Essay Example | Topics and Well Written Essays - 750 words

MySelf - Essay Example Possessing such positive moral values would help to mold an individual into a true human being. These values have taught me to be more responsible both in my personal and professional life and to the society at large. And it is with the help of these qualities that I hope to achieve my career goals in the near future. Right from the start of my educational journey, I have always believed that the purpose of education should not be merely attributed to gaining degrees and work; rather it should contribute to the overall development of the individual. It should enable the individual to distinguish between right and wrong and also stick to what they believe. While some of these skills and capabilities can be gained from an institution, an individual can also derive such learning and thinking experiences during his contact with his family or the outside world either in his work or other related activities. The manner in which an individual presents himself to the world with or without the qualities and attributes presented above will help to determine the true nature of his education. Both my educational and work experiences have been vital learning and enriching experiences in my life. The experience gained from the summer jobs that I undertook following completion of high school have made me become more efficient and resourceful. They have also helped me learn the importance of team work and the need to build strong interpersonal relationships with working partners both in the internal and external work environments. It is my long-cherished dream to pursue my education and excel in the chosen field. Both me and my family have faced several setbacks in life but the moral values and principles that we have believed in have us the strength and courage to face them with a positive spirit and overcome them with right reasoning and tact. Despite the various challenges that I have encountered in life, I have always been keen on having a career and