« Horizon 2015 »: Just Us! Coffee Roasters’ Business Development Plan

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CASE STUDY. A five-year business development plan to consolidate the coffeehouse operations and the distribution division, and launch new commercial activities that would power Just Us!’s sustainable growth, in keeping with its social mission.

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« Horizon 2015 »: Just Us! Coffee Roasters’ Business Development Plan: Abstract

« Horizon 2015 »: Just Us! Coffee Roasters’ Business Development Plan is a case study by Normand Turgeon.

The case revolves around the promotion of Pauline to the newly created position of director of marketing and sales. While the company’s overall sales were growing, those of the coffeehouses were levelling off. In addition, top management of the cooperative was worried about the prevailing economic climate in Canada and mounting competitive pressure. They asked Pauline to propose a five-year business development plan (2011 to 2015, inclusive) to consolidate the coffeehouse operations and the distribution division, and launch new commercial activities that would power Just Us!’s sustainable growth, in keeping with its social mission.

Teaching Objectives

  • Gain better knowledge regarding fair trade practices
  • Assess the commercial success that can befall a workers’ cooperative
  • Identify and meet organizational values through the development of a strategic plan
  • Write a five-year business development plan

Main themes covered

  • Marketing concept
  • Igor Ansoff’s Growth Model
  • Performance Measurement
  • Concept of customer loyalty
  • Business location in the restaurant sector
  • Competitor analysis
  • Matrix of strengths, weaknesses, threats and opportunities
  • Budgeting and financing for business development

Additional information

Also available in French.

Teaching notes are available for teachers only. Contact the HEC Montréal Case Centre for more information.

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