...Just Us! Coffee Roasters Issue With the growth in the fair trade coffee market, what strategy should Just Us! Roaster implement to grow and maintain its competitive advantage in the market? External Analysis Customers * Organic coffee drinkers * Persons interested in supporting the fair trade and environmental awareness. Suppliers * Third world producers of coffee beans through a fair trade arrangement Competitors * Increase suppliers of the fair trade products i.e Coffee rosters, Retailers (supermarkets, cafés etc), Wholesalers Porters Five Forces * There are no barriers to entry * No clear indication of who has the bargaining power * There are many substitutes for fair trade coffee * Lots of competition in the market Competitive Analysis | Products | Distribution method | Distributed through | Price | Just Us! | Tea, Coffee, Chocolates, Organic Sugar, Enerbeans | Wholesale & retail | Canada & US Grocery chains, health food stores, universities, restaurants, cafés, offices | $9.00 for 340g bag | Kicking Horse | Coffee | Retail | Canada, US & Europe Cafés, gourmet food stores, grocery chains, restaurants | $12.95 for 454g bag | Kraft Foods | Coffee | Retail | Target customers-college students | | Supermarket chains | Coffee, tea, sugar, plus | Retail | | | Coffee retailers | Coffee | Retail | | | 1. Kraft, Nestle and Starbucks are all well established, well known brands...
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...Case study analysis on JUST US! CAFES SUBMITTED TO: - SUBMITTED BY:- Dr. D.D Swain Ajay Pratap Singh Professor (Marketing) PGDM 2012-2014 INTRODUCTION Just Us! (JU) Café is the leading Fair Trade (FT) coffee cooperative, wholesaler and retailer in Nova Scotia, Canada, and United States. JU vision is “to be a leading Fair Trade business that builds on quality, professionalism and innovation for the benefit of all their stakeholders”. JU core differentiation is selling FT and organic model which is social and environmental responsibility, premium quality. As FT market is growing, JU is looking for expanding its current business or developing a new product line to maintain current market share. Meantime, they facing challenges from having compete with several big brands (ie such as Starbuck, Mcdonald, Kraft who also introduce the FT certified coffees, or Rainforest Alliances certified coffees) and small coffee shops to retain its brand recognition of its customers who request an unique and appealing products. Following are the results from this paper: 1. Market for coffee and tea is in growing, which encourage Just Us! to invest more to expand their market share, compare to sugar and cocoa. 2. Our target segment is mostly those young and educated, say college...
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...with such a competitive market and everyone trying to promote the fair trade concept it is important for Just us to not only secure the current consumers but also create new one. Right now only young educated consumers are ready to pay the premium. Just us should focus on the older people also. They can also focus on online buyers. They can do so by providing a comfortable atmosphere for them. A place that they can connect with.Offers for people above a certain age. Older people can be educated about the health benefits. 2. If Justus! Wants to enhance the cafes performance, How can it improve the customer experience so that cafes becomes customers’ first choice of “Place outside the home to enjoy a coffee?” How can it expand the loyal customer base? Ans :- (i) The décor of the café should be made homely and comfortable. (ii) activities which involve customer participation should be encouraged (iii) Regular customers should be given special offers . Loyalty card concept may be incorporated 3. Is the current product offering adequate? Should Justus! Consider expanding the product line of its cafes .In doing so, can it use non-fair trade ingredients for special editions of beverages (like cinnamon or pumpkin for holiday special)? Ans:- With the increasing completion in the market Justus needs to diversify it’s product lines. It is important for Just us to provide new and innovative products to its customers . This will help them retain the existing customer...
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...Just Us Cafe MARKETING PLANNING AT JUST US! CAFES 1. Considering the current and potential competition, can Just Us! target new buyers? Whom? How? According to existing and growing competition on the coffee shop market Just us café should concentrate on their target audience (young educated people) and contribute to win the bigger slice of this segment. The company has already built “strong consumer loyalty and interest in its products, activities and philosophies”. To get new buyers they should improve brand performance and brand recognizing. Their consumers are young people and one of the tools of getting new buyers can be society media, i.e. community on Facebook and web-site. 2. If Just Us! wants to enhance the cafés’ performance, how can it improve the customer experience so that the cafés become customers’ first choice of “place outside the home to enjoy a coffee”? How can it expand the loyal customer base? To enhance the café’s performance and become the “first choice of “place outside the home to enjoy a coffee” JU can create a members club where they can make different promotion activities providing benefits for their loyal customers. There can be discount cards, lotteries, gifts and special offers. They should also improve their web-site, to fill it with entertaining information such as short videos about the origin of their products and production processes. They can also send newsletters to their subscribers in social networks and also put a “subscribe button”...
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...MARKETING PLANNING AT JUST US! CAFES 1. Considering the current and potential competition, can Just Us! target new buyers? Whom? How? According to existing and growing competition on the coffee shop market Just us café should concentrate on their target audience (young educated people) and contribute to win the bigger slice of this segment. The company has already built “strong consumer loyalty and interest in its products, activities and philosophies”. To get new buyers they should improve brand performance and brand recognizing. Their consumers are young people and one of the tools of getting new buyers can be society media, i.e. community on Facebook and web-site. 2. If Just Us! wants to enhance the cafés’ performance, how can it improve the customer experience so that the cafés become customers’ first choice of “place outside the home to enjoy a coffee”? How can it expand the loyal customer base? To enhance the café’s performance and become the “first choice of “place outside the home to enjoy a coffee” JU can create a members club where they can make different promotion activities providing benefits for their loyal customers. There can be discount cards, lotteries, gifts and special offers. They should also improve their web-site, to fill it with entertaining information such as short videos about the origin of their products and production processes. They can also send newsletters to their subscribers in social networks and also put a “subscribe button” on the...
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...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 and other products are shipped to retail outlets, supermarket chains, health food stores, coffee shops and churches. A substantial portion of Just Us! revenues came from wholesaling to large retail stores such as supermarket chains. Their coffee is also offered in the Just Us cafes, which were meant to be a place where customers could enjoy a cup of premium fair trade coffee and gather information about fair trade. The locations were not standardized as a typical chain. A major competitor in the retail organic fair trade coffee market is Kicking Horse which also offers products that are certified organic and fair traded. Its main channels are: coffee shops, gourmet food stores, grocery chains and restaurants. The growth of fair trade product...
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...Alec Heininger November 9, 2013 Sociology 001 * Helen Thorpe’s novel, Just Like Us, details the coming of age of four Mexican girls, of whom two are illegal immigrants, as they struggle to break free of the burden placed upon them by the prejudice of the American society. * C. Wright Mills defined the sociological imagination as "the vivid awareness of the relationship between experience and the wider society"(Mills, 1959). This important sociological principle is “the ability to see the impact of social forces on individuals; especially on their private lives” (Scheible, 2013). Thorpe establishes her aversion for illegal immigration not because of the effect it has on America but because of the hardships it forces the immigrants to suffer. The author witnessed the impact of social forces on Marisela as each of her friends was accepted into universities. Marisela had to feign her enthusiasm, knowing she would not qualify for the same opportunities because of her legal status (Thorpe, 2009, 45). Thorpe used the sociological imagination to understand the internal pressures of Marisela’s status. By imaging how the social burdens of Marisela’s status affected her, Thorpe saw how it impacted Marisela’s private life. In addition, when Yadira’s mother was arrested for using a fake Social Security card, Thorpe looked into how this affected Yadira, and realized that Yadira was not recognized as “[existing] in the eyes of officialdom” (Thorpe, 2009, 137). By applying C. Wright...
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...STRATEGIC MARKETING PLAN - JUST US COFFEE — Document Transcript 1. MG 511 StrategicMarketingCase Study:Marketing Planning at‘Just Us! Cafes’Lecturer: Ms. xDate: 20th Dec. 2010Name: Seánpaul WalshStudent No: X 2. Contents:1.0 External Analysis 3 1.1 Competitor Analysis 3 1.2 Specific Competitor: Kicking Horse Strategy 4 1.3 PEST 4 1.4 Porter’s 5 Forces 42.0 Internal Analysis 5 2.1 Value Chain Analysis 5 2.2 BCG Matrix 5 2.3 Revenue Analysis 6 2.4 Geographic Concentration 63.0 SWOT Analysis 74.0 Key Issues 75.0 Strategic Alternative (A) 76.0 Strategic Alternative (B) 87.0 Strategic Alternative (C) 98.0 Bibliography -9.0 Appendices - 2|P a ge 3. 1.0 External Analysis In order to develop effective strategies Just Us Café’s are required to examine the external environment in which they operate. I have carried out the following analyses: Competitor Analysis Pest Analysis Specific Competitor: Kicking Porter’s 5 Forces Horse 1.1 Competitor AnalysisCompetitor Channels Locations No. ShopsKicking Horse Coffee Shops, Gourmet West Coast, Canada N/A Stores, Restaurants Quebec & OntarioKraft Foods Stores, Universities United States MainstreamP&G Millstone Mainstream Canada & United States MainstreamNestle Mainstream Canada & United States MainstreamLowblaws Private Label Loblaws Stores Canada MainstreamJust Us! Coffee Shops, Universities, Nova Scotia, Quebec & 4 Coffee Shops & On The Gourmet Stores, Ontario Shelf SupermarketsTrident Bookseller & Cafe Coffee Shop Halifax, Nova Scotia...
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...he United States constitution is a series of amendments that govern the land. The constitution is supposed to embody the fundamentals and principles necessary to sustain the “unalienable rights of man (US 1776)” as Thomas Jefferson mentioned during the early writings of the U.S. constitutions. Yet, these rights only covered eligible white men, leaving minorities and woman on a tight hinge. Even long after the abolishment of slavery through the 13 amendment, African American citizens had little to no rights as citizens. Yet, despite that continuous adversity and injustice African American dealt with, they continued to have strong patriotic ties to the what it meant to be a true an American. It is crucial to follow federal laws, regardless of whether it is just or unjust because laws ensure the safety and freedom of all citizens....
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...Immigration has always been an issue in the United States. The feud between politicians on this topic is still alive, and citizens of the United States are uncertain of when, or if, this issue will ever recede. Just Like Us sheds light on how difficult life was for those without citizenship in 2002, specifically for Marisela and Yadira. However, what does being an American mean? This production has a powerful message behind this very question and shows awareness through culture representation and appreciation; it shows us that with or without legal documentation, we are all people and we should, in all fairness, be treated equally. Unfortunately, we live in a society filled with unequally distributed opportunity. Coming from a Hispanic...
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...Bellum iustum or the Just War Theory is a military ethics doctrine derived from Episcopal philosophy of the Roman Catholic Church. As studied today, the Just War Theory is considered hugely informed by the Christian understanding of the justifications of wars of invasion. In ethicist literature as in moral theology and policy making, the Just War Theory is associated with the belief that conflicts can be justified under certain philosophical, political and religious criteria. This paradigm dates back to the times of Marcus Tullius Cicero, a Roman statesman, philosopher, lawyer, theorist and constitutionalist. The connection of the theory to medieval Christian theory and particularly, contemporary Catholicism is in the works of Thomas Aquinas and Aurelius Augustinus Hipponensis (Gutman & Rieff, 2000). The former, also called Thomas of Aquin was an Italian Dominican priest, a theologian and a philosopher. The latter, also called St. Augustine, Blessed Augustine or Augustine of Hippo, was a onetime Bishop of Hippo Regius, a philosopher and theologian. This paper describes the tenets of the just war theory derived from the works of these philosophers and the utility of the theory within contemporary warfare. Specific focus is on the justification of the US invasion of Iraq and the consequences thereof. In the works of these three philosophers, the Just War Theory took a Christian connotation of the Roman Empire’s view of warfare. The Christian understanding of provocation to war...
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...Running header: Just War Theory The Just War Theory Regarding the War on Terrorism Embry-Riddle Aeronautical University Abstract The modern interpretation of the Just War Theory list seven conditions which must met in order for a war to be considered “Just” (jus ad bellum). This paper demonstrates that, while it has been suggested that all wars, even the current war on terrorism, are unjust, the facts remain that any war that meets each of the seven criteria is a just war, regardless of opinion. Throughout the ages man has always looked to bring about the end of war, or when war has been waged to minimize the destruction caused when nations war. According to the text;”these rules were worked out in the late Middle Ages by the so-called Schoolmen or Scholars, building on the Roman law and early Christian thinkers such as Augustine and Ambrose. (The Moral of the Story, 2006) These rules were developed to first, deter wars, but when determined necessary, to limit the scope and suffering from the war. While not completely universal in scope, most advanced western societies have embraced the theory of just war as a bases for determining when, and if, a war is justified. As set forth by the Schoolmen, there are seven criteria that must be considered and met before nations can engage in war. They are; the Last Resort, a Just Cause, a Legitimate, Competent Authority, Comparative Justice, Right Intention, Probability of Success...
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...In this essay I will argue that the ‘war on terror’ declared by the Bush administration and so assessed for the US; is not a just war. It fails in the central interrelated criteria of just cause and last resort for jus ad bellum, which I detail first through assessment of the Bush administration’s self-proclaimed just reasoning behind resorting to war against a concept, and the alternatives available to it, I will then detail its failure in the jus in bello criteria of discrimination and proportionality, reasoning through the case of drone warfare. Jus ad bellum I shall firstly focus on the crucial jus ad bellum principle of just cause, holding the only just cause for war to be self-defence . The USA and its allies suffered unjust, unprovoked terror attacks, notably to embassies and battleships, as well as ultimately the 9/11 disaster, and further possessed reputable evidence of other failed attacks. Thus this essay acknowledges that they were under-attack from a powerful and effective enemy, which could be reliably pinpointed as Al Qaeda. These attacks were focused on non-combatants in landmark locations; deliberate targeting for maximum terror spreading effect, which further represented an attack on western freedoms. Hence the assailant satisfied neither jus ad bellum, nor jus in bello, and without immediate and effective action there existed great potential for further unjust attacks. This was the Bush administration’s argument for sufficient reason to declare war in self-defence...
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...occasions. The Just war theory deals with the justification of how and why wars are fought. The justification can be theoretical. The theoretical aspect is concerned with justifying war ethically. The role of ethics is used to examine whether war is justified and if so can the aspects be changed. The just war tradition also considers the thoughts of various philosophers through the ages and examine their philosophical visions of war’s ethical limits and whether their thoughts have contributed to the justification of war. The just war theory was firstly developed by Saint Augustine of Hippo. Looking back at the Bible he realised that although older generations sided with the more peaceful aspects of the Bible (New Testament) the aspects which included violence (Old Testament) could not be ignored. In Mathew 5 it Jesus said “blessed are the peacemakers” however he did not oppose those who crucified him. This links to how war can be justified because Jesus Gods only son did not punish those who purposely killed him without reason. So to punish those with to an extent have a valid reason could be seen as hypocritical. Augustine believed that justified wars were commanded by God in the bible and split his theory into two parts they are; jus ad bellum-just reasons for going to war, and jus in bello-just practice in war. This was then further developed by Aquinas. Jus ad bellum contains seven key points. If these points are met then war can be justified. The points are; just authority-war...
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...Just and Unjust Wars Do people ever fight unjust wars? I believe people do fight unjust wars. An unjust war is when one group tries to take over another group. This can be because of power, religious beliefs, economic gain, etc. The online definition I found for unjust war is “any conflict in which one party will attempt to enforce dominance on a different party. This may be carried out for a number of reasons like power, economic gain, religious differences and ethnic cleansing. Theory of unjust war is contrasted with just war theory” (ask.com). An unjust war is fought with the wrong intentions. If a group hasn’t tried all non-violent options to solve their issue, then I feel that the war they engage in is unjust. A good example of an unjust war is the war that is going on in Iraq. This war has been going on for over eleven years now. During this time span there have been no real answers to what we have accomplished, but yet our soldiers are still dying along with Iraqi civilians. In addition to the lives lost, our economy is horrible with a big impact being from oil and gas prices. Even though immense fighting still exists, our troops need to start leaving Iraq. How long must we continue to fight a war that seems to be leading us nowhere? Also, ever since the beginning of the human race, there has been war. One group feels that they can take over another group and not only take over their land, but also use their resources and people for their own profit...
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