Marketing Planning At Just Us! Cafes Case Study

Marketing Planning At Just Us! Cafes Case Study Essay example
Masters
Essay
Marketing
Pages 18 (4518 words)
Download 0
Table of Contents

Introduction 3
Internal and External Environment of ‘Just Us’ 4
External Analysis at ‘Just Us’ 4
Internal Analysis 7
Ethical Issues Raised in Case 8
Significance of Product Life Cycle (PLC) 8
Problems Associated With Deleting a Product 12

Introduction

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 performance 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. ...
Download paper
Not exactly what you need?

Related papers

Marketing Case Study Analysis
In this regard, a deeper understanding of what the relevance is of “marketing myopia” is can be gauged. In the analysis of this case study, Levitt (1975) suggested that the reason behind the downfall of the so-called “growing industry” is generally because of their myopic thinking culture. With this short – sighted vision of what the future of business may possibly offer, firms do…
Marketing Case Study
Being the member of G8 and OECD, Canadian economy is mostly a service based economy however, due to large natural resources; Canada is also an economy with established manufacturing base. Canadian firms working in electricity manufacturing have been slow in responding to the global changes and as a result of this also lost their share in global market. Such lack of quick responsiveness to the…
E-Marketing Case Study
1). It is only when an organization considers a group as a key stakeholder that they can invest on a campaign targeting them. The other groups that seen as key stakeholders of HP are CIOs and IT executives who were targeted in the 2004 campaign, ‘change+ hp’. Celebrities and media houses are the other group identified as key stakeholders for HP as they were used to advance ‘The Personal…
Marketing Case Study
The climbs are segmented as ‘the express climb’, ‘the discovery climb’ and ‘the bridge climb’ (Bridgeclimb, n.d.). While doing so the company has also added many feathers to its cap. One such feat achieved by the company is to get its name enlisted in the Guinness book of world records for making most flags flown on the Sydney Bridge (Worldrecordsacademy, 2008). Market Market plays the…
Case Study - Just US!
Kicking Horse has planned to open 100% fair trade cafes in Nova Scotia to create further challenge for Just US. The company is dependent on grocery stores to sell their product despite being a strategic business unit. Retailers decide how they want to present product line offered by the company to customers hence the company has limited control over retail channel sales volume. Juliet suggested…
Strategic Marketing Case Study
On the other hand, IBM realized that customer-centric and service-centric products have a high-profit margin and investments in products such as software would ensure that company’s profit margin remained high. Hence, divesting from the low-profit margin products was the first step towards investing in service-centric products. Secondly, the company invested in making the company investing in…
B2B marketing case study
It should be noted that introduction of new competitors in the market often change the market in different ways. In this case, some Chinese firms, that developers and manufacturers the same equipment as PVT have recently entered the same business and market as PVT. It is claimed that the quality and performance of their equipment are of inferior quality and performance; however, the cost…