Marketing Proposal

Part 1: Analysis of the Situation and Summary
The cooperative is at a crossroads—sales are stagnating and competition is intensifying. Just Us!’
market advantage is shrinking because highly motivated competitors have entered the fair trade
product market.

1. Report the status of the Just Us! Coffee Roasters situation, utilizing the criteria listed in the
   outline below:
   o Sales analysis
   o Analysis of market served
   o Analysis of product offering
   o Analysis of competitive environment
2. Summarize the analysis of the situation, utilizing the outline below:
   o Matrix of strengths, weaknesses, threats, and opportunities (SWOT analysis)
   o Market trends
   o Marketing problem(s) for the company to solve
   o Strategic options for the company