Marketing Planning at Just Us! Cafes Harvard Case Solution & Analysis

Debra Moore and Jeff are the creators of Us!, a fair trade coffee cooperative, retailer and wholesaler. Just Us ! assignment will be to actively promote fair trade and its benefits for manufacturers in developing countries. The Moores have kept a strong commitment to educating consumers while building powerful brand identity and maintaining steady increase.

Additionally, the prevailing economic climate in Canada and growing competition were worrying the creators. Lately, the Moores hired a new advertising manager who was required to include unique knowledge of social entrepreneurship, ethical buying and fair trade practices, join it with typical growth-driven advertising decisions and finally propose a marketing plan that would consolidate coffee shop operations.

PUBLICATION DATE: August 26, 2009 PRODUCT #: 909A14-PDF-ENG

This is just an excerpt. This case is about INNOVATION & ENTREPRENEURSHIP

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