Just us! - opportunity for branding and marketing expansion

Just Us! - Opportunity for Branding and Marketing Expansion

Executive Summary

This executive summary has been provided to allow readers a rapid appreciation of the content of this assignment. This document analyses the marketing situation for a Fair Trade coffee roaster company with business in the wholesale and own retail market.
The environment was analyzed by scanning the micro and macro environments, giving emphasis to competition and external factors. After that, the SWOT analysis was used to organize these findings.
Once the segments were identified, the objectives were defined based on a growth strategy. Finally, the marketing mix was used to suggest some recommendations of change in order to reach the objectives.
To achieve these goals, some recommendations of change are suggested as follow: * Branding: Build and maintain a brand of Fair Trade label; * Product: Add new products to star lines/ Repackaging/ Expand stores’ menu/ Standardization; * Promotion: Advertise in stores and Fair Trade Museum/ Emphasize quality / Promotion on goods by fidelity card and combined sales / Partnership with schools and colleges to maximize the museum´s exposure/ Better use of internet as media communication; * Place/Distribution: Maintain diversity in distribution channels/ Growth objective by coffee shop expansion/ Franchising; * Price: Market based/ Different pricing points in star product lines; * People: Build and maintain a great service level with a trained and exciting staff.

Table of Contents

1- Introduction Section…………………………………………………...………………….4 * 1.1 - Overview about the business……………………………………………………..4 1.2 - Company Mission Statement, Vision and Values………………………..……4
2 - Environmental Analysis…………………………………………………………………5 2.1 - Micro environment………………………………………………………………….5 2.1.1 -Competition Environment…………………………..………………………6 2.2 - Macro Environment…………………………………………………………………7 2.3 -