Just us cafe' case study by Ngoc Quy VU

2. INTRODUCTION
Who are Just Us Café?
What is Fair trade?
Main issues
More competition in the market.
Methods needed to attract more customers.
Potential Solution
Increase power/make it difficult for new entrants.
Joint venture/franchising
Increase marketing

3.  Political: Government is in
support of fairtrade.
 Economical: Financial crisis
will lead people to look for
cheaper coffee and close
substitutes.
Consumers more interested in
environmentally
friendly products (local
products)
 Social: People becoming
more interested in ethical
products.
 Technology: No E-
commerce/E-marketing

4.  The strongest force
come from competitive
rivalry.
 The market is attractive.
 Low barrier to entry
therefore, high threat of
new entrants.
 High customer power
 Low supplier power
 Commodity -high threat
of substitute

5. Strengths Opportunities
Good brand name  More fair trade
Belief in ethical business products, hence Just Us
High quality products can expand.
 E-commerce
Weakness
High price of product
Threats
Not up-to-date with
technology
 High Competition
Lack of proper
 Move by consumers
experience/expertise. towards lessening the
carbon footprint of
foods.

6. Summary of Environment
Analysis
 There is high opportunity for JU to expand the
market
 new technology application
 people concern about ethical issues
 However, there are challenge from :
 Competitors
 New entrants
 Substitute
 In order to success Ju need to overcome
challenge and take advantage of opportunity.

7. Cash cow: cocoa
Star: coffee,tea
Problem child: sugar

8. BCG
 Advantage  Disadvantage
 Show the analysis of the  There is no concern about
products in term of profit margin
market share and growth  Ignoring the life cycle of
 Show which products products
should be focused on  "Dog" may have potential
 Remove or reduce "Dog" or higher profit margin
products than "star"

9.  Coffee & Tea are at
growth stage
 Cocoa is at maturity
stage
 Sugar is at maturity
stage

10. How to increase performance?
Good customer service=quicker turnaround
Renovation of coffee shops
Events and exhibitions to keep the customer
aware and informed about fair trade and Just Us
products.

11. Loyal customer base
Promotions
Loyalty
cards
Customer relationships

12. Price, Product, Place, Promotion
Product: widen product range
Price: reduce price of products to get more
customers.
Promotion: more advertising in large scale.
Place: on-line sales, more outlets

13. STP Analysis
Segmentation:other segments other than that of
young people should be targeted.
Targeting: Expand target to older people
Positioning: Standardized products and services.

14.  Lower the price- reducing cost
 Promote the branch through internet
 Improve the quality
 Enter new segment and increase customer base
All of the choices will cost a lot to invest for
development.

15.  Market penetration
 Promote through media
 Market development
 Jointventure