Just Us! Cafe: Business Analysis

Just Us! Cafe: Business Analysis Just Us! Cafes is the company specialise in food and service industry consist of wholesaler and retailer in Nova Scotia, Canada, and United States. Just Us cafes vision is to be a leading Fair Trade business that builds on quality, professionalism and innovation for the benefit of all their stakeholders. Their core product is certified Fair trade, organic products and local products which is high quality and social and environmental responsibility. Just Us! Coffees focus on nique market of promoting fair trade. The Moores have maintained a strong commitment to educating consumers while building strong brand identity and upholding constant growth. The main distribution channel of Just Us are in grocery stores, four cafà ©s (two each in Wolfville and Halifax) and distributed products on university campuses. In current situation, the prevailing economic climate and increasing competition has been issues to the founders. In addition, Just Us! Coffee goal to expand their business, consequently, the new challenges arise from having compete with several big brands for example Starbuck, Mcdonald, Kraft who also introduce the FairTrade certified coffees, or Rainforest Alliances certified coffees and small coffee shops and new entrants to retain its brand recognition of its customers. There are several possible answer to those problem such as: Increase power of branding to make it difficult for new entrants and create the different with existing rivals. Using Joint venture, franchising as an option to expand into new market Using new media to increase marketing and customer service. 4 Current Situation Analysis Positioning is the art of designing the companys offering and image to occupy a distinctive place in the mind of the target market. (Kotler, 2003, pg 308). 4.1 External Analysis: In order to develop effective strategies Just Us Cafà ©s are required to examine the external environment in which they operate. I have carried out the following analyses: Pest Analysis Porters 5 Forces Competitor Analysis 4.1.1 PEST analysis Political As highlighted throughout the case, a huge political factor involved in the industry was the certified recognition of actual fair trade and the whole process. Economic The economic environment is constantly changing and as we can see from the case, some competitors are providing partially organic ranges as well as mainstream organic coffees. JU pricing is at a slight premium and in the current environment; disposable income of consumers can play a large role in choosing a product. JU must be aware that a consumers feeling toward one product may be influenced by their income, regardless of how strong they feel about fair trade. Social As mentioned in the case, the overall coffee experience seems to be a large part of the attractiveness of JU and competitors. Any future strategy must be designed with this experience in mind rather than expanding rapidly and diminishing the experience factor. Technology Technology is constantly evolving and JU can seize a significant advantage by utilizing technology more. JU needs to examine the improvements technology can make in the manufacturing process and in their advertising. Environment The issues of carbon footprint means there are more incentives to buy from local supply rather than international import. Legislation There is no specific legal requirement for fairtrade or coffee in general. 4.1.2 PORTERS FIVE FORCES Threat of New Entrants: 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: Buyers threaten an industry by forcing down prices, bargaining for higher quality or more services, and playing competitors against each other (Dess et al 2004:53). As mentioned in Appendix B-PEST, 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: There are 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: 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 partake in fair trade that they have gained power. However I still believe that due to the underdevelopment of the producing countries allot of the power still lies with the buyers. Competitive Rivalry: 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. 4.1.3 Competitor Analysis Competitor Channels Locations No. Shops Kicking Horse Coffee Shops, Gourmet West Coast, Canada N/A Stores, Restaurants Quebec Ontario Kraft Foods Stores, Universities United States Mainstream PG Millstone Mainstream Canada United States Mainstream Nestle Mainstream Canada United States Mainstream Lowblaws Private Label Lowblaws Stores Canada Mainstream Just Us! Coffee Shops, Universities, Gourmet Stores, Nova Scotia, Quebec 4 Coffee Shops On The Supermarkets Ontario Shelf Trident Bookseller Cafe Coffee Shop Halifax, Nova Scotia 1 coffe shop Java Factory Coffee Shop Nova Scotia-Halifax, 3 Coffee Shops Darthmouth, Upper Tantallon Tim Hortens Restaurant Nova Scotia General-Wolfville(2), Halifax(21) 170 Second Cup Coffee Shop Retailer Canada General, Nova 360 Scotia(6)-Halifax(5) 4.2 Internal Analysis 4.2.1 Core Competence The Value Chain is a method that can be used to analyze JUs internal environment. Porter (1980) created a generic value chain model which listed activities that could be found in most firms. These activities can be divided into primary and support activities, which aim to create value for customers, whilst exceeding the cost of such activities. 4.2.2 Financial Analysis 4.2.3 Value chain 4.2.4 Geography focus 4.3 Evaluation SWOT ANALYSIS Strength Just Us! Coffee Roasters brand equity is what drives the company forward. Customers base their decision to purchase coffee from Just Us! Coffee Roasters are a symbol of their own personal beliefs, demanding ethical business practices and quality of product. Just Us! Coffee Roasters image also attracts a passionate following. Weakness Just Us! Coffee Roasters operates as a co-operative. Not only must they operate to fulfill shareholders expectations, but they also must operate in a manner that is expected of the values that the company had initial0ly set out with. Jeff and Debra Moore, are bound to creating a profit while maintaining the appropriate image and practiced that they initially based their company on. Upon entering the next phase of the companys life cycle, Jeff and Debra must maintain operations under strict control of their original company values as they compete against competition that does not share the same values. Opportunity 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. Threat Clarity on Fair Trade: An issue highlighted in the case was that of clarity and regulation on fair trade. It is to be seen that the fair trade term is been thrown around too commonly and applied to every product, thus potentially reducing effect of one of JUs key USPs. Clouded Focus: At the moment JU are using multiple channels of distribution, however with various challenges on the horizon a decision needs to be made on a strategy. Operating and managing two separate strategies can create a clouded vision within the company and a decision needs to be made on prioritization. 4.4 Ethical issues Ethics are the moral principles or values that govern the actions and decisions of an individual or group (Gresham 1985)  [1]  . Ethical principle has been used as guidelines of business activities and justification of action. The table below 2 The part JU focus on in this diagram is ethical and legal which make them more expensive than others. The reason for that is they promoting Fairtrade to pay more for suppliers, therefore, the cost of it will be higher than competitors who are currently not in fairtrade segment. Secondly, as the case study mention, they couldnt use licensing method since they dont trust the agency who selling JU product would comply with JU ethical principle. It may damage their reputation as well as losing customers. 5 Memo to juliet 5.1 BCG Matrix As JU provide various organic products it is important to examine the more profitable ones and not so profitable in order to either focus marketing effort on weaker products or discontinue them. The revenue from coffee and drink has the highest percentage in the trade figures of Just Us! Cafe while in the Fairtrade market there is significant growth rates in volume in both coffee and tea over a four year period. Perhaps JU should look at the profitability of the market for others (vouchers) and consider placing less emphasis on it. Since it contributed lowest proportion to the total revenue and even loss in one store. However, the gift cards, gift basket and event tickets in this category may promote all Just Us products. Benefits of BCG Matrix The BCG matrix help managers in resource allocation among various units. The managers can compare several business units which company offer. This method simplified the analysis of the product and market by using the market share and growth rate of products. BCG has been well known world wide and used for quick respond to the industry. The BCG allows for the making of comparisons so as to measure the growth and development rate of a company against the average growth rate in that specific industry. In addition, this particular matrix is also enjoyable to use, encouraging better decision making. Large organizations that are normally in need of effective decision making can benefit a lot from using BCG matrix, especially those seeking better resource management. Limitations of BCG Matrix High market share does not always leads to high profits. There are high costs also involved with high market share. Growth rate and relative market share are not the only indicators of profitability. This model ignores and overlooks other indicators of profitability. At times, dogs may help other businesses in gaining competitive advantage. They can earn even more than cash cows sometimes. To sum up, it can be seen that even though BCG matrix has many benefits, it may not applied to JU since they offer Fairtrade products, therefore, the cost is relatively high as well. In other words, high market share and high growth rate may not give them high profit. Moreover, the dog products seem to have lower revenue may due to high profit margin and has been used to promote others products. 5.2 Product Life Cycle Using product life cycle to find the stage of products could help to understand the profit of the products offered. Rather than compare the market share and growth rate, JU can use product life cycle to understand their products. Coffee and drinks still on the growing trend, it shows that these products is on the growth stage which need to increase differentiation, improve the products and services while gaining the market shares. The JU products and Bodum, Lunches, Bakery has been put in maturity stage since the revenue of those are expected to increase slighty compare with Coffee and Drinks. The other products of JU complied of gift card, event tickets has low profit and even loss due to introduction stage. Therefore, it should not be removed from the products range. 5.3 Financial Analysis Appendix 5.4 Geography Concentrated Appendix 6 Retail Customer loyalty strategy INTEGRATED MARKETING COMMUNICATION The concept of IMC has been defined in three ways: a one-voice view in which there is one theme and one image, a perspective which suggests that product, image and consumer behaviour should be considered simultaneously and a perspective which focuses on the integration of communications disciplines.(Nowak, et al, 1994) CONSISTENCY IMC planners, focus their attention in two types of consistency, one voice one look and strategic consistency. For instance one voice one look, delivers a campaign in which all advertising, sales promotion, sponsorship, publicity and direct response and package for the two different products have the same appearance and feel. All the media messages reinforce one and the other. (Duncan, 2003) Renovation of coffee shops into uniformed unit could show customer the consistency of the business. Increase the customer service performance JU cafe can improve the customer service such as the expert suggestion or customer related services. The good customer service could improve the performance and increase turnover. Improve customer awareness Events and exhibitions to keep the customer aware and informed about fair trade and Just Us products. By provide the chance for customer to understand JU nature as well as fairtrade, customer can feel more comfortable to come to the coffee shop. Loyal customer base Promotions such as giving free cup of coffee for return customers. Loyalty cards for existing customer to collect points to exchange for gifts or products. Customer relationships such as email of new products or service or simply the news on Fairtrade. 7 STP analysis and the marketing mix Market MARKET SEGMENTATION AND TARGETING Segmentation and targeting seek to determine who companies want to reach in order to build brand relationship. Marketing today is in the name of efficiency and effectiveness, becoming more focused on smaller but more profitable segments of the market. (Duncan, 2003) Just us cafe currently focus on the young people 18-30 who concern about the ethical issues and interested in Fairtrade. However, that is only the niche market where the number of customer is small compare to JU competitors. In order to increase sales, JU need to expand it own segmentation. In other words, JU need to enter new segment in order to get more customers. For example, JU offer to fashion industry such as giving coffee for catwalk show or JU coffee could offer delivery to office for white collar people. JU coffee would increase the target since more and more people outside their age focus interested in drink coffee and ethical issues. POSITIONING The positioning of the JU coffee need to be uniformed. At the moment, there are 4 different location which offer different products and service which make JU too diversified. If new customer come to the coffee bar they may expected the same service, therefore, JU coffee should be made as uniform service. Strategic Marketing Options: Ansoffs Matrix In the market JU has their existing menu as the existing products which other competitor also provide the same kind of products and services. The market is existing. Therefore, JU cafe have 3 option they could adopted. Market penetration: JU can improve their customer service, renovate the current location and training employees to increase and improve the customer experience. Moreover, they can use new media to promote the brand. Product development: JU can come up with new products which may benefits their current customers such as new formular for coffee, additional art on coffee cream or the new food in their menu. Market development: JU can use Joint Venture to expand their market and sharing the risk of investment. Evaluation of Options: SAF Option 1: Market penetration Suitable In the current situation, Just Us cafe can use this to improve their market share Yes Acceptable This method is acceptable since JU has the experience in premium service. Yes Feasible The fund required is lower than the other methods The experience available Yes Option 2: Product development Suitable In the current situation, Just Us cafe can use this to improve their customers experience. Yes Acceptable The new products cannot be launched immediately since they need to research and development. No Feasible The fund required is high and there is need for expertise. May be Option 3: Market development Suitable In the current situation, Just Us cafe can use this to improve their market share Yes Acceptable This method make JU lose part of their control in new shops. May be Feasible The fund required is medium since it can be share with other venture and the risk is shared as well Yes 8 Implementation a. Strategic and Marketing Objectives b. Marketing Strategy and Marketing Mix Advertising POP materials Direct Marketing Web Site Personal Selling Exhibitions and Events Packaging Sales Promotion Trade Promotion Product Placement Field Marketing c. Responsibilitiesà ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦ d. Time Period for Implementationà ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦ e. Monitoring and Controlà ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦ f. Return on Investmentà ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦ 9 Conclusion Just us cafe can offer the option 3 or option 1 since all of the option require sufficient fund to launched. The option 3 seem to be more suitable since JU want to expand the market. Using Joint Venture, they can create the alliance with other rival to protect themselves as well as increase the power over new entrant and stronger competitors. However, they can increase their channel for supply and B2B market as well as B2C. Besides, JU can also use new media such as online business or online network to promote their brand with low cost of maintainance since WWW become more and more wellknown.

Readings on Sexuality and Racism :: Sexuality Sex Racism Racist Essays

Readings on Sexuality As I begun to read chapter four I thought that it would be one of the most interesting and informative for me. The further I got in to the reading I realized I couldn’t relate too much of what was said. The first concept I chose was a basic for the chapter, sexuality is not instinctive but learned from our families, our peers, sex education in school, popular culture, negotiations with partners, and listening to our own bodies. I have never thought about my sexuality in that way. As I read I was asking myself, where did I learn to be so sexual, where did it come from? I never realized what I had learned along the way or who from. The second concept I found interesting was that of the word â€Å"vagina.† As the book has said, for many women the word vagina is associated with shame, embarrassment, and silencing, even violation. As I remember I saw a version of The Vagina Monologues at Portland State a few years back and as comfortable as I thought I was with my gender and sexuality I did feel embarrassed. I felt a little ashamed, but as the production went on I found it entertaining. I grew more and more comfortable as the play went on. I also found interesting V-Day College Initiative, a nationwide project to celebrate women and oppose sexual violence. I have never heard of this â€Å"V-Day,† a day for women to come together. One fact I found very interesting was that of the law passed in the state of Alabama on the ban on the sale or distribution of vibrators and other â€Å"devices designed or marketed as primarily useful for the stimulation of human genital organs.† Politics, religion, and other social institutions put limitations on women’s sexuality and sexual expression. It’s not fair for old men passing these laws to tell me what I can and cannot do with my own body; it disgusts me and it hard to think that it still happens today. The third concept happens to be a definition that struck me as interesting, virgin. The word virgin did not originally mean a woman whose vagina was untouched by any penis, but a free woman, one not married, not bound to, not possessed by any man. A woman who is sexually and socially her own person. Why has that definition changed into something held to such high standards?

Love from the Inside

Shakespearean sonnet 130 â€Å"My mistress' eyes are nothing like the sun;† is a sonnet written for the common man. It is written in such a simplistic way that anyone can understand the idea Shakespeare is trying to convey. Despite its simple outer appearance, sonnet ass's internal mechanisms are used perfectly to further illustrate Shakespearean point. By using the traditional format of a Shakespearean sonnet, focusing on the renaissances' popular topic of love, and saturating this ideal, Shakespeare enforces the theme-outward appearances are insignificant-in all aspects of his sonnet.Sonnet 130 is easily identified as a Shakespearean sonnet because it contains all of the crucial aspects of one. It has 14 lines arranged in three quatrains and a couplet, an ABA CDC fee egg rhyme scheme written in iambic pentameter, as well as many examples of assonance and similes. The first line's simile, â€Å"My mistress' eyes are nothing like the sun;† (line 1) sets the whole mood o f the piece by saying something the reader is definitely not expecting to hear. This isn't the only simile used.Although this is the only line that has a â€Å"like† in it, there are other similes used throughout the sonnet where â€Å"like† or â€Å"as† are implied. â€Å"Coral is far more red than her lips' red,† (line 2) is Just one example of this. â€Å"l have seen roses damasks, red and white/ But no such roses see I in her cheeks,† (Lines 5-6) is the only metaphor in the sonnet, every other comparison is an implied simile. Many of these similes also contained examples of assonance. â€Å"Nothing like the sun,† (Line 1) is a simple example of this.This sonnet is structured exactly how you would expect it to be, however the subject is addressed in such an unconventional way that it will throw you off. Just because all of the numbers look right on paper does not mean that the piece is Just like any other sonnet written in this format. It may share the same format with all of Shakespearean other sonnets, but the way it is written is quite different from all of them. It is satirical not serious. In the renaissance many authors and poets began to obsess on the idea of love. They viewed it as this perfect thing.So many ideas and opinions about love were thrown out in the form of plays, poems, songs, stories, etc. , that it became an unachievable dream due to the high expectations of the lovers. True love was between two perfect people, who looked and acted as such. It was not between two common people who were flawed in their appearance and stature. Shakespeare focuses on love in this sonnet Just as much as those writers and poets did in theirs; the difference is that Shakespeare plays on their perfect ideals to create a satiric portrayal of true love.He says the opposite of what he knows his reader expects to hear in the classic love poem. Instead of long luscious locks cascading down her back, â€Å"black wires grow on her head† (line 4). His mistress didn't float across the ground like a goddess. She instead â€Å"treads on the ground† (line 12). Shakespeare doesn't puff up the notion of love like so many of his colleagues do. He lays the truth out right in front of the reader. The image of love he puts in the reader's mind is not one of beauty.In fact, Shakespeare challenged the says of the common Renaissance love writer in this sonnet by creating a detailed image of a very unattractive woman. A quick glance at the poem may cause you to interpret it as very unkind and degrading, but when you study it more closely you tint that it is actually very nearest and sincere. Tater the lover in this poem goes on and on for 12 lines about how ugly his mistress is, he sums up the true meaning of his rant in the final couplet, â€Å"And yet, by, heaven, I think my love as rare/ As any she belied with false compare. Lines 13-14) In two lines he summarized true love. Everyone feels that the person they love is most â€Å"rare† no matter how wiry their hair might be or how unhorse their cheeks are. There is so much more to love than simply looking the part on the outside, you have to feel it on the inside. Shakespeare wrote it down in this sonnet to show everyone that love is not this lofty expectation that only the best of the best can achieve, it is an emotion shared by everyone no matter what you look like, or from what walk of life you come from. There is a lot to be learned room this sonnet.Not only do the words express a theme of loving inner beauty, but the format it is written in supports this lesson fully. Love in the Renaissance is explored in a unique way and leads to a moral that we can directly apply to our lives. Love is not a foreign concept to most people, understanding that the important part is on the inside is the only way for anyone to embrace love fully. By studying how the structure and format of the sonnet support Shakespearean idea that ou tward appearances are insignificant, we can learn to embrace love fully.

Should the Illegal Immigrants in the U.S Be Deported

â€Å"Immigrants create San Francisco† is common sense people around the world acknowledge to praise the contributions immigrants have made. America, as we all know, positioned as the most prosperous and humanistic country in the world, gives immigration a very crucial role due to its function forming the diverse culture of America. Every year, thousands of immigrants move to the United States, seeking superior living conditions such as employment, welfare and education. However, that movement inevitably raises a bunch of social issues, of which the most apparent and controversial one is illegal immigration. Based on this situation, debates about immigration reform were fiercely triggered in public recently. My topic is how to treat illegal†¦show more content†¦From this angle, all social economic elements are able to operate towards an improving trend. The second advantage illegals might provide is investment. As the era has been changing, there is no longer evidence to believe all the undocumented immigrants are rescued from their native countries out of economic reasons. Some persons might own millions in assets but they have to find another ways to immigrate because of the insufficient visa quotas. When they manage to settle down in the United States, they fail to begin their business due to their invalid identities. As a result, this kind of illegal immigrant may tend to invest money into friends’ companies or deal with other black markets avoiding public notice (Zheng, â€Å"Survey Report†). It is depressing that they have the ability to make a contribution to society but they are restricted. So America should give possibility to these potential growth opportunities. The last merit illegals bring to America can be defined as a signal. Undoubtedly America is the most diverse country in the world, and it must accept every possibility no matter how well or bad it might be. If the American government announces to the whole world that they are not going to deport all the illegal immigrants, is it a positive signal to show American pardons. By giving up this signal, America can successfully change the American stereotype, which is strict, towards the external world. Meanwhile, itShow MoreRelatedThe Effects Of Illegal Immigrants On The United States1356 Words   |  6 PagesThere are millions of illegal immigrants in the United States, as Markon (2016) argues that the majority are from South and Central America, Europe, and Mexico. They form a population of between 10 million to 12 million undocumented immigrants in the United States. 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