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Just Us! Coffee Marketing & Planning

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by

Christina Doubara

on 25 January 2016

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Transcript of Just Us! Coffee Marketing & Planning

Foundation
Objectives
Implementation
Budget
Conclusions &
Recommendations

Strategy
Macro Environment - PEST
Just Us! Coffee
Resource allocation
-managers have +responsibilty = +motivation

introduce: seasonal teas/local art/open mic night/live bands

local community awareness for fair trade

Flanking offense and defense
Just us financial situation is extremely important at this point in time. We believe that our marketing plan will enable Just Us to greatly increase sales revenue and growth. The marketing strategies implemented in our marketing plan will create greater brand awareness and consumer loyalty. The promotional strategies mentioned previously will provide a great source of income through food and beverage sales. The Open Mic Night will broaden our target audiences. Our charitable actions will create a halo effect upon the brand. We anticipate an increase in Just Us cafes performance through the implementation of our marketing and strategy plan.
Marketing Plan
Micro Environment
Internal Environment
Strengths
Weaknesses
Opportunities
Threats
SWOT
Socially Conscious
Product Development
Good existing relationships
Consumer loyalty to fair trade
Fixed import locations
Fair Trade Museum
Low brand awareness
Small market share
Low profit margin
No budget for advertising agency
New market
New product
Diversification
Room for expansion
Large competitors
Cost of start up
Lack of budget for ads
Build brand awareness & focus on concentric diversification.
Expand cafe locations 10-20% within 3 years time.
Encourage charitable behavior within the local community.
Margin
Opportunity to expand cafe's in Canada.
Opportunity to grow annually in Canada with current trends.
Education of fair trade industry through museums
Consumer loyalty to fair tradeJust Us! holds close relationships with stakeholders
Good public image
Strengths
Weaknesses
Major & larger competitors (Kicking Horse & Kraft Foodservice)Competitors have already expanded in USCompetitors have also developed sustainable coffee productionObtain lower profits due to higher costs of raw materials & acting socially responsible
Firm Infrastructure
Human Resource Management

Manged by highly trained employees who are committed to fair trade cause
Strengths
Weaknesses
Not enough information provided on recruitment process and specific procedures within locations.
Technological Development
Strengths
Weaknesses
No information provided R&D technologically
Procurement
Strengths
Weaknesses

Outsources from only fair trade providers
Receive shipments in timely fashion due to relationship with suppliers & fixed import locations
Higher cost of raw materials due to the nature of fair trade
Inbound Logistics
Strengths
Secure business relationships w. farmers
Direct purchasing of coffee (11 countries)
Weaknesses
No form of material control system used
No inventory control to check stock levels
Operations
Strengths
Own a roasting machine
Quality is top importance
Weaknesses
No form of plan layout stated in text
Not much automation used in operations
Outbound Logistics
Strengths
Weaknesses
Roast and sell beans wholesale and to FT organic coffee shops
Main distributor is Ten Thousand Villages
Beans roasted in small batches to maintain quality & are sent to customers directly
No form of storage for finished products mentioned
No form of transport methods mentioned
Marketing & Sales
Strengths
Weaknesses
Just Us! has mainly used print media, and cafe's themselves for local advertising
Received invitations for radio and newspaper interview
New marketing director with new plan
New marketing director with experience
Portrays an image of quality
Has built good reputation with consumers
Marketing Director lacks experience with Fair Trade Market
Management team lacks experience in sales promotion & advertising
Cannot afford to hire advertising agency
Marketing Director lacks experience with Fair Trade Market
Management team lacks experience in sales promotion & advertising
Cannot afford to hire advertising agency
Service
Strengths
Weaknesses
Mission statement is to serve customers by giving best value, service and information
Hosts several product lectures on fair trade
Cafe employees are highly trained to make sure clients obtain knowledge that they are buying more than just coffee
Mission statement is to serve customers by giving best value, service and information
Hosts several product lectures on fair trade
Cafe employees are highly trained to make sure clients obtain knowledge that they are buying more than just coffee
Not mentioned how customer complaints are handled or the form of any customer service
There no form of guarantee of product quality or return policy
Leading Strategy
Concentric Diversification
Develop Sustainable Competitive Advantage
Growth
Product Development
Reinforce the Brand Name
&Inform Consumers
Events
Social Media
Communication Strategy
School Partnerships
Organise charity events within own community to raise awareness - hope to go viral
Educate students & engage them in the brand
- school challenges for creative campaigns & events
Start Facebook community informing about latest events & products

Introduce a new blog with information and constant updates, as well as guest-blog on important FairTrade blogs
widen customer base through seasonal offerings
maintain&strengthen existing customer base through increased social behaviour within the own community
Grow in existing regions (Nova Scotia) with increased presence, to introduce a stronger brand image and increase loyalty
Competitive Rivalry within the Industry
Bargaining Power of Suppliers
Bargaining Power of Customers
Threat of Substitutes
Threat of New Entrants
High
High
High
Low
High
Segmentation - Targeting - Positioning
S -
T -
P -
Who are our competitors?
Mission Statement
Political
Economical
Social
Technological
Control
Mohamed Ahmed Abdi

Competitive Strategy: Differentiation
Coffee
Tea
Cocoa
Sugar
Just Us, implements a local and cultural twist to the modern day coffee experience. By focussing on fair trade and renewable materials Just Us promotes an eccentric take on product development and diversification. Aiming to increase at 10% per annum, Just Us us will encapsulate its customers to the Just us fair trade way, starting with youth programs for school art. Our mission statement is an ironic one as its not Just Us, its U too!
The drive for the control phase of the strategic marketing process is to maintain the marketing program in the direction that it is planned for
Thank you for your attention!
Any questions ?
Psychographic segmentation
geographical locations causes multi-segementation
de-positiong technique
Full transcript