Just Us Cafe

1. Please make the positioning statement of Just Us! Cafes.
2. Make a list of problems and number it according to the priority. Further, write your solution following the priority.

Answers

1. Just us! Cafes

Target Market : Young, educated people that willing to pay a premium for fair trade products. People who loves organic food and beverages, environmental activist who support organic products

Problem :

1. Core product : Premium Quality Organic Coffee
2. Generic Product : Premium quality coffee
3. Expected Product : Coffee with different taste than coffee from another place because it’s authentic to a certain country
4. Augmented Product : Because the coffe are organic, it won’t last long (quick expiration time)

Frame of Reference : Just Us! Premium quality organic coffee competes against direct trade coffee which don’t serve organic coffee

Basic Requirement : Have different café concept on every site so that the cafes could be closer to the community around it, Have a regular launch of new speciality product lines

Point of Difference : Serving Premium Quality Organic Coffee directly from farmers

Reason to Believe :

• Just Us! had a strong value system. The company fostered social and environmental responsibility, sustainability and ethical practices in all areas of the business and in all stakeholders
• To ensure the freshness of the product, only small batches were roasted, packaged in the plant and sent to customers
• Premium quality coffee was purchased directly from fair trade co- operatives in more than 11 countries including Mexico, Peru, Guatemala, Bolivia, Indonesia, and Colombia.
• They are doing fair trade business so all of their co-workers get equal benefits

Distinguished From Competition : Just Us! Coffee is Organic and using fair trade policy, is bought directly from the farmers from countries all over the world

Emotional Benefit : Helping local farmers because the coffee are bought by using fair trade policy. Healthy, because organic products are not using chemical to produce. Ecological, because with fair trade policy it ensure that every product will produce less hazardous things to the environment

1. List of Problems (listed from the most priority to the least priority)

• Competition with another company

Competition is number 1 problem to solve first, since number of coffee shop keeps growing from time to time. Just Us! Must have a good strategy to survive the competition climate such as creating a new and better menu than its competitor, keeping the café atmosphere is also important since its one of the main selling point of Just Us! Café.

• Advertising problems

Just Us! Had not advertised much. The management team lacked experience in that field and could not afford to hire an advertising agency.The solution would be cut out other budget and add it to advertising, doing so would at least make hiring advertising agency affordable.