Justus Case

1262 words 6 pages
Just Us! Case
Just Us! is a corporation that imports, roasts and sells primarily organic coffee from fair traded certified coffee producers. Their vision is: “to be a leading Fair Trade business that builds on quality, professionalism and innovation for the benefit of all our stake holders. Since its inception, Just Us! had experienced healthy growth in the maritime provinces of Canada, mainly supported by its corporate values: social and environmental responsibility, sustainability, ethical practices in all the areas of the business and in all stakeholders, and product differentiation. They even opened a fair trade museum to help educate the public on the social impact and benefits of fair trade.
Once roasted and packed, the coffee
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Educating customers on the benefits of fair trade is the key to growth and will set Just Us! apart from competitors with brand recognition.
In order for Just Us! to enhance the café’s performance they need to improve the customer experience and become customers’ first choice of “place outside the home to enjoy coffee.” Surveys and focus groups should be used to find out what customers like to do in their cafes as well as what customers like about the competitors cafes (Starbucks and Trident) and incorporate those into Just Us!’ cafes. Additionally, the current Just Us! cafes are stand-alone destination shops. Just Us! should open up new stores in large commercial shopping centers in densely populated cities with multiple Universities. This would allow Just Us to still market to the young educated demographic that have long customer lifetime values that they have had success with and reach new customers via foot traffic in the shopping center. By keeping the overall educational theme about fair trade and brand awareness the same across all of the cafes should be able to convert new customers into loyal customers.
Another questions the Marketing Director had to consider was how Just Us! can expand their loyal customer base? This could be achieved through improving the customer experience mentioned above. However, offering opportunities for the customers to get involved would create a concept of community among


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