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NameJust Us! Coffee Roasters
Publication Date39326
IssuesEthical Issues, International Trade, Brand Management, Social Entrepreneurship, Co-operatives, Social Venturing, Fair Trade, Corporate Social Responsibility
DisciplinesMarketing; International Business
IndustryFood Stores
SettingCanada, Small Organizations, 2006
Publication TitleIvey Case Studies
Publisher/SourceIvey Publishing
Author(s)Julia Sagebien , Scott Skinner , Monica Weshler
Product Code/ISBN9B06A027
AbstractThe founders of Just Us! Coffee Cooperative (Just Us!) are involved in a strategic planning process. The growing demand and acceptance of fair trade products is good news for the industry and opens many opportunities for Just Us!, but there are also risks. Just Us! will likely face increased market competition from major U.S. retail coffee brands and Canadian supermarket brands, pressure on margins as more brands crowd the shelves, and more competition for access to top quality sources of supply. Just Us! will have to make strategic choices and will have to develop a clear and focused marketing plan.

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