Marketing Planning At Just Us Cafes Case Study Essay

Marketing Planning At Just Us Cafes Case Study - Essay ExampleEnhancing client Experience and Expanding Loyal Customer Base13Integrating New Media to Promote the Brand17Conclusion20References22IntroductionThe movement try out relates to Just Us which began its operations in the year 1996 under the Co-operative Association Act. It initiated as matchless of the earliest elegant 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 big(p) 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 companys 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 give up 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 companys product range will also be discussed in adequate detail. The study will endeavour to offer suggestions to repair the cafes 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 ecesis that affects the strengths and causes weaknesses in an organisation are referred to as internal e nvironment. 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 synopsis at Just Us For the purpose of creating effectual strategies Just Us Cafe ask to examine the external environment in which it tends to operate. The analyses of factors much(prenominal) 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 threa t 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 successful 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 withdraw 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