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Just Us Marketing Plan

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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 1Java Factory Coffee Shop Nova Scotia-Halifax, 3 Coffee Shops Darthmouth, Upper TantallonTim Hortens Restaurant Nova Scotia General- 170 Wolfville(2), Halifax(21)Second Cup Coffee Shop & Retailer Canada General, Nova 360 Scotia(6)-Halifax(5) As we can see from the above table, JU have several competitors across the line in the local market, Nova Scotia, and the wider market, Canada and US.

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