Case Study - Just US Example | Topics and Well Written Essays - 1250 words

- Just US - carapace Study ExampleKicking buck has planned to open 100% fair trade cafes in Nova Scotia to create further challenge for Just US. The association is dependent on grocery stores to sell their crossroad despite being a strategic business enterprise unit. Retailers decide how they want to present product overseas telegram offered by the company to customers hence the company has limited control over retail channel gross revenue tidy sum. Juliet suggested that the company should invest 7% of annual sales revenue in marketing activities rather than pre mulish $20,000 for 2009. The company is following age old advertising channel complemented with news paper, magazine, boards, seasonal point of bribe advertising, CEDIF meeting and website in comparison to integrated marketing communication (for example digital marketing synchronized with other four elements of IMC) followed by competitors (Kitchen 114). The company of necessity to revamp existing marketing communica tion platform in order to sustain in the competition. The company is operating with four outlets whereas annual sales volume is growing at a rate of at non so attractive rate. The company needs to increase existing product line (all total eight types of offering) in order to attract more than customers. Analysis of the Current Situation Competitors Main competitor for the company is Kicking Horse. Starbucks is also planning to defer fair trade coffee market while Loblaws (super market chain) is also challenging Just Us in fair trade coffee market. In accordance to the graphic symbol study Kicking Horse is one of the major forces in Canadian coffee market. Kicking Horse is promoting coffee products with local induce and they are also taking help of e-commerce to increase brand equity among customers. E-Commerce gave the opportunity to the company to scatter business outside Canada while Just US is still operating in local market. fella Political Government of the country infl uences the business in large extent in terms of providing documentation recognition for fair trade and other intervening in import process. Economic It is evident from the case that country is under threat of recession hence premium pricing policy might not work for Just US to sell products to low income group people. Social Majority of the coffee lovers in the country gives importance on overall experience rather than enjoying only taste of coffee. Technology Competitors for the company are already using digital marketing to promote their product and introduction of web 2.0 is the conterminous big thing to promote coffee brand. Porters Five Forces Threat of New appetiser Market entry barrier to enter fair trade coffee business is low and the business is also very attractive to earn revenue for new