Essay Justus Case

1251 Words6 Pages
Just Us! Case
Just Us! is a corporation that imports, roasts and sells primarily organic coffee from fair traded certified coffee producers. Their vision is: “to be a leading Fair Trade business that builds on quality, professionalism and innovation for the benefit of all our stake holders. Since its inception, Just Us! had experienced healthy growth in the maritime provinces of Canada, mainly supported by its corporate values: social and environmental responsibility, sustainability, ethical practices in all the areas of the business and in all stakeholders, and product differentiation. They even opened a fair trade museum to help educate the public on the social impact and benefits of fair trade.
Once roasted and packed, the coffee
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did not spend much on advertising. 2009 had been set at $20,000. There was a massive growth opportunity in the fair trade market in Canada but the economy was on recession, therefore, the expansion needed to be planned carefully.
The marketing director had several specific questions to answer to help develop a marketing plan to bolster the growth of Just Us! First off, how was Just Us! going to target new buyers given the current competition and what segment would those buyers belong to? College students were clearly a growing customer base and Just Us! already had a strong presence in three college universities. Therefore, marketing should be directed at the young, educated demographic that are willing to pay a premium for products. Furthermore, the majority of their sales are business to business and their marketing needs to emphasize the benefits of fair trade to the end user. The case stated that the internet was a great tool for increasing awareness of fair trade products, along with initiatives that enhance word of mouth (p.3). In order to reach new customers they should consider expanding their internet marketing, such as using search engine optimization/ search engine marketing. They can also utilize co-op advertising with other organizations that emphasize fair trade, organic, and environmentally friendly practices. The fair trade museum should also be utilized to educate potential
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