Just Us! Cafe's Marketing Environment Analysis Report

5590 words 23 pages
Marketing Planning at Just Us! Cafés case study


EXECUTIVE SUMMARY 3 1. Introduction 4 2. Internal and External Audit of Marketing Environment of Just Us! and Ethical Issues 6 2.1 Strengths 6 2.2 Weakness 7 2.3 Opportunities 7 2.4 Threats 8 3. Issues in Challenging within Just Us! Product Life Cycle 11 3.1 Product Life Cycle (PLC) 11 3.1 .1 Introductory Stage 12 3.1.2 Growth Stage 12 3.1.3 Maturity Stage 13 3.1.4 Decline Stage 13 4. Customer retentions/ loyalty and expanding our customer base 15 5. Ideas for changing in advertising and enhancing our brands 18 6. Conclusions and Recommendations 20 REFERENCES 22 APPENDIXES 25

Executive Summary
Just Us! (JU) Café is the
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2.1 Strengths
JU has a strong brand recognition presented in Nova Scotia which is crucial asset for future expansion strategies. But it does not happen in the rest, such as Toronto and United States, so these are the areas that need more analyze and attention. Several awards winning have increased the brand value of JU and recognized their contribution on social responsibilities, as well as increased its publicity to the target segment, as a free advertisement. Besides, JU maintain a long-term relationships with Fair Trade producers, this could prevent them from being threaten by power of supplier.
JU has multiple channels, not only wholesalers, JU also sell his products through grocery chain, health food stores, universities, restaurants and coffees shop across Canada, as well as in the United States. JU has shown a capability to manage the operation successfully with a steady market growth, its total revenue showed a growing by 25% in average every year between 2002 to 2008 (exhibit 3), and even reached a peak at 32% in 2005.
Its mission as well as strategy to success is “give and take” and for “People and the Planet before Profits”. This approach has help JU build up a loyal satisfied customer base and this could be an important asset for


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