Strategic Alternatives - Advertising and Brand Management Assessment Answer

Assessment Task:

Advertising and Brand Management Assessment Answer

Description

Just Us! Have a problem with their brand as well as a lack of advertisement. A way to increase awareness would be to create social media platforms like Instagram, Facebook and Twitter where they can promote their product and reach out to thousands for little to no cost. Along with social media, they should develop a mobile application to have promotions such as a free drink after 5 purchases for example along with specials they have going on as well as events so the customers are aware of what is going on. 

The biggest strategy that will set Just Us! Apart from competitors is their large connection with fair trade. The reason they are not as successful as they should be is due to the lack of education they are providing to their consumers. If a consumer understands exactly what fair trade is and how they can impact the lives of the farmers then that will provide them with empowerment which in turn will encourage them to support the business. They could have a blog which informs and shows the stories of the farmers, including actual footage to have an emotional connection. The blog should be ongoing and continuingly updated showing the progress and how Just Us! Is positively impacting lives. As well as a blog, they should attend grocery stores and/or farmers markets to create awareness and educate the average consumer on how their small actions can make a huge impact. Lastly, in stores, there should be some kind of display where anyone at any time could walk into the store and educate themselves through the resources on display.  

Question

Select the best strategic alternative.  In your recommendation, explain why this is the best alternative.  Support your recommendations with data.

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