Just us cafe

SUBMITTEDTO Dr.D.D Swain

SUBMITTED BY Mr.Dipanjan Bhattacharya

Just us cafe

Declaration :I Dipanjan Bhattacharya hereby declare that the project is done entirely by me and the facts and figures that have taken from outside has been declared as reference.

Date-02-12-2012

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INTRODUCTION JUST US! CAFES Founders- Jeff Moore and Debra Moore USP-100% ORGANIC& FAIR TRADE COFFEE,TEA,CHOCLATE & SUGAR.

Just Us!(JU) Coffee Roasters Co-op is a Canadian importer of fair trade coffee, tea, sugar, and chocolate. Based in Grand Pr, Nova Scotia, Just Us! Products are sold throughout Canada, typically in shops specializing in fair trade goods such as Ten Thousand Villages. As well, Just Us! Operates, a network of cafs, in Nova Scotia with locations in Grand Pr, Wolfville, and Halifax. The company was founded in 1996 by Jeff and Debra Moore and 3 friends, after a visit by Jeff Moore to the mountainous coffee-producing regions of Mexico in December 1995. The name was conceived as a pun on the word justice, reflecting the motivations behind the fair trade movement. The business began as a coffee roaster in New Minas. The roaster is now located in GrandPre. Fair Trade remains the main focus of the business. Just Us! has extended its product line to include chocolate, teas, and sugar and expanded operations to include affair chocolate factory in Grand Pr, Nova Scotia. FAIR TRADE Fair Trade is a way to gain better market access for small-scale Third World producer ion ships based on respect, empowerment and fairness that offer hope for a better future for these producers, their families and their communities. Conventional or "free" trade has been brutally unfair to Third World producers with the emphasis on minimizing costs and maximizing profits at nearly any price. There is an urgent need to "make trade fair", not just for the well-being of producers, but for the well-being of us all. Internationally, the Fair Trade International certifies producers and also governs national initiatives such as Fair Trade Canada, which in turn licenses and monitors business in Canada involved with Fair Trade.

INTERNATIONAL FAIR TRADE Fair trade is an organized social movement and market-based approach that aims to help producers in developing countries to make better trading conditions and promote sustainability. The movement known as fair trade indicating the certification advocates the payment of a higher price to exporters as well as higher social and environmental standards.It focuses in particular on exports from developing countries to developed countries, most notably handicrafts, coffee, cocoa, sugar, tea, bananas, honey, cotton, wine, fresh fruit, chocolate, flowers, and gold.[2] There are several recognized Fair trade certifiers, including fair trade International (formerly called FLO/Fair trade Labeling Organizations International),

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IMO and Eco-Social. Additionally, Fair Trade USA, formerly a licensing agency for the Fair trade International label, broke from the system and is implementing its own fair trade labeling scheme, which has resulted in controversy due to its inclusion of independent smallholders (selling via contract production) and estates for all crops. About Coffee Coffee is a brewed beverage with a distinct aroma and flavor prepared from the roasted seeds of the Coffea plant. The beans are found in coffee "cherries", which grow on trees cultivated in over 70 countries, primarily in equatorial Latin America, Southeast Asia, South Asia and Africa. Green (unroasted) coffee is one of the most traded agricultural commodities in the world. Coffee is slightly acidic (5.0-5.1 pH and can have a stimulating effect on humans because of its caffeine content. It is one of the most-consumed beverages in the world. International Coffee Organization The International Coffee Organization was established in 1963 when the first International Coffee Agreement (ICA) entered into force in 1962 for a period of five years, and it has continued to operate under successive Agreements negotiated since then. PORTERS FIVE FORCES ANALYSIS Threat of New Entrants: HIGH -Threat of New Entrants is high within the market as there are very few barriers to entry and fair trade coffee trends are extremely popular so it is an attractive industry. Buyer Power: HIGH -the customers income plays a huge role in selecting a product therefore if they decide to bypass fair trade products because of the premium price they can hold allot of buyer power, thus making buyer power in the industry high. Threat of Substitutes: HIGH There is various substitutes for fair trade coffee in the industry such as regular coffee, tea etc but not only coffees but in the general beverages market e.g. Coca Cola, Water etc. As a result of this there is a very high threat of substitutes. Supplier Power: LOW Supplier power is relatively low as the industry is fair trade coffee. From previous knowledge, coffee suppliers were being exploited and continued to produce. It is simply because of the willingness to participate in fair trade that they have gained power. However due to the underdevelopment of the producing countries allot of the power still lies with the buyers. Competitive Rivalry: HIGH Competitive rivalry is relatively high as seen in previous competitor analysis. There are many competitors in the local market and on the shelf within the mainstream markets. SWOT ANALYSIS Strengths:

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Loyal Customer Base-JU have built up a loyal satisfied customer base and this is a very important asset to the company Customer Engagement: As their stores are quite quirky JU also partakes in a lot of social initiatives and therefore that is one of the core strengths of the brand Multiple Channels; as the company is a wholesaler also they are using multiple channels which increases revenue streams. However this can be a threat also. Strong Brand: JU has reasonably strong brand recognition within the maritime states and this again is a crucial asset to the companys future strategies. Weaknesses: Shops Concentrated: As mentioned, shops are very concentrated and thus limits consumers reach. Low Marketing Spend: At present there is a very low marketing budget spend and this attitude will prove a weakness if it continues for JU. Opportunities: Nova Scotia Dominance: There is an opportunity for JU within the local market for increased market share as they re one of the leading recognizable brands and have a foothold already. New Fair trade products: With more and more fair trade products becoming readily available a huge opportunity to increase the product portfolio is on the horizon for JU Social Media/Online: The online environment presents JU with a huge opportunity to increase brand awareness, engagement and utilize its loyal customers feedback at a very low cost. Threats:
High Competition: As mentioned in earlier analysis, there is high competition in the industry and also a high threat of substitutes. Without significant value proposition and differentiation JU could become a victim to substitutes or competitors.

ISSUES

markets, or new buyers? improvise the cafes it already owns

How to counter with other player with same competency (Fair Trade) STRATEGIC MARKETING PLAN

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There are certain marketing plans that I think, can be undertaken so as to address the above issues. 1. Alliance either a joint venture or strategic alliance 2. Defending market share in Nova Scotia and improving brand presence and having new products- focusing on core competency. 3. Expanding market by becoming global-Targeting partially developed market. 4. Improvising on the distribution channel. 5. Focusing on the fact that they are the first Fair Trade Players. 6. More stress on individual segments like a. In spring garden they can customize more on lunch items as it a part of maximum revenue. b. More of drinks (flavored) may be served depending on the customer needs for which a consumer taste study may be required. c. Mix of ideas for caf at Barrington is required like Bakery and lunches needs to be over hauled, drinks customized, coffee samples can be provided or shop can be made more attractive with attractive offers. 7. Free samples can be distributed to college students, special discounts like couple offer or student discount or lunch offers need to be provided. 8. Popularizing through Internet and targeting more and more educated mass, making them learn how JU is contributing towards peoples development in the procured areas. 9. JU can bring people from the native countries and share their feelings, how JU is helping them(via Free Trade); it will certainly bring a good brand presence and make an emotional attachment with the consumers. 10. Lastly more amounts has to be allocated for advertising for sure as, in this stiff competition, whoever will be able to attract more consumers will survive.