Marketing Management
MG 511 Strategic
Marketing
Case Study:
Marketing Planning at
‘Just Us! Cafes’
Lecturer:
Date:
Name:
Student No:
Ms. x
20th Dec. 2010
Seánpaul Walsh
X
Contents:
1.0
3
1.1
Competitor Analysis
3
1.2
Specific Competitor: Kicking Horse Strategy
4
1.3
PEST
4
1.4
2.0
External Analysis
Porter’s 5 Forces
4
Internal Analysis
5
2.1
Value Chain Analysis
5
2.2
BCG Matrix
5
2.3
Revenue Analysis
6
2.4
Geographic Concentration
6
3.0
SWOT Analysis
7
4.0
Key Issues
7
5.0
Strategic Alternative (A)
7
6.0
Strategic Alternative (B)
8
7.0
Strategic Alternative (C)
9
8.0
Bibliography
-
9.0
Appendices
-
2|P a ge
1.0
External Analysis
In order to develop effective strategies Just Us Café’s are required to examine the external environment in which they operate. I have carried out the following analyses:
Competitor Analysis
Pest Analysis
Specific Competitor: Kicking
Porter’s 5 Forces
Horse
1.1
Competitor Analysis
Competitor
Channels
Locations
No. Shops
Kicking Horse
West Coast, Canada
Quebec & Ontario
United States
Canada & United States
Canada & United States
Canada
Nova Scotia, Quebec &
Ontario
N/A
Trident Bookseller & Cafe
Coffee Shops, Gourmet
Stores, Restaurants
Stores, Universities
Mainstream
Mainstream
Loblaws Stores
Coffee Shops, Universities,
Gourmet Stores,
Supermarkets
Coffee Shop
Halifax, Nova Scotia
1
Java Factory
Coffee Shop
Nova Scotia-Halifax,
Darthmouth, Upper
Tantallon
3 Coffee Shops
Tim Hortens
Restaurant
170
Second Cup
Coffee Shop & Retailer
Nova Scotia GeneralWolfville(2), Halifax(21)
Canada General, Nova
Scotia(6)-Halifax(5)
Kraft Foods
P&G Millstone
Nestle
Lowblaws Private Label
Just Us!
Mainstream
Mainstream
Mainstream
Mainstream
4 Coffee Shops & On The
Marketing
Case Study:
Marketing Planning at
‘Just Us! Cafes’
Lecturer:
Date:
Name:
Student No:
Ms. x
20th Dec. 2010
Seánpaul Walsh
X
Contents:
1.0
3
1.1
Competitor Analysis
3
1.2
Specific Competitor: Kicking Horse Strategy
4
1.3
PEST
4
1.4
2.0
External Analysis
Porter’s 5 Forces
4
Internal Analysis
5
2.1
Value Chain Analysis
5
2.2
BCG Matrix
5
2.3
Revenue Analysis
6
2.4
Geographic Concentration
6
3.0
SWOT Analysis
7
4.0
Key Issues
7
5.0
Strategic Alternative (A)
7
6.0
Strategic Alternative (B)
8
7.0
Strategic Alternative (C)
9
8.0
Bibliography
-
9.0
Appendices
-
2|P a ge
1.0
External Analysis
In order to develop effective strategies Just Us Café’s are required to examine the external environment in which they operate. I have carried out the following analyses:
Competitor Analysis
Pest Analysis
Specific Competitor: Kicking
Porter’s 5 Forces
Horse
1.1
Competitor Analysis
Competitor
Channels
Locations
No. Shops
Kicking Horse
West Coast, Canada
Quebec & Ontario
United States
Canada & United States
Canada & United States
Canada
Nova Scotia, Quebec &
Ontario
N/A
Trident Bookseller & Cafe
Coffee Shops, Gourmet
Stores, Restaurants
Stores, Universities
Mainstream
Mainstream
Loblaws Stores
Coffee Shops, Universities,
Gourmet Stores,
Supermarkets
Coffee Shop
Halifax, Nova Scotia
1
Java Factory
Coffee Shop
Nova Scotia-Halifax,
Darthmouth, Upper
Tantallon
3 Coffee Shops
Tim Hortens
Restaurant
170
Second Cup
Coffee Shop & Retailer
Nova Scotia GeneralWolfville(2), Halifax(21)
Canada General, Nova
Scotia(6)-Halifax(5)
Kraft Foods
P&G Millstone
Nestle
Lowblaws Private Label
Just Us!
Mainstream
Mainstream
Mainstream
Mainstream
4 Coffee Shops & On The
Bibliography: Doyle & Stern, (2006), ‘Marketing Management and Strategy’, 4th Ed., Prentice Hall. Keller, (2008), ‘Strategic Brand Management’, 3rd Ed., Pearson Education. Murray & O’Driscoll, (1996), ‘Strategy and Process in Marketing’, Prentice Hall. Ries,A. and Trout, J., (2001), The marketing classic positioning: the battle for your mind, McGraw Hill. West, Ford & Ibrahim, (2006). ‘Strategic Marketing’, Oxford Publishing. Wilson, R. And Gilligan,C., (2005), Strategic Marketing Management (3rd Edition), England: Elsevier Butterworth-Heinemann. Journals: Bawa, K., Shoemaker R., (2004) The Effects of Free Sample Promotions on Incremental Brand Bergen, M., and Peteraf, M., (2002), Competitor Identification and Competitor Analysis: A BroadBased Managerial Approach, Managerial and Decision Economics, Vol. 23, No. 4/5, Fan, Y Hanas, J., (2008) Going Green, Marketing News, 2/1/2008, Vol. 42 Issue 2 Hughes, G Iriberri, A. and Leroy, G. (2009) ‘A life-cycle perspective on online community success. Sherman, A. (2003), ‘Growth through Joint Ventures and Strategic Alliances’, Fast track Business Growth, Chapter 21. Wakolbinger,L., Denk, M. and Oberecker,K., (2009), The effectiveness of combining online and print advertisements, Journal of Advertising Research, Vol Bergen and Peteraf (2002) Mapping Competitors 15 | P a g e