Reference no: EM133367926

Case Study: Situation: Five years ago, two enterprising, former Business Fundamentals students, Jo and Jep set up a pop-up jeans business based on their business plan. Jo is an ace marketer and Jep is excellent at business organization. Both of them have excellent tech skills. They also have fabulous people skills and people are drawn to their great personalities.

To Jo and Jep's great surprise business just keeps on getting better and better. The business has been so successful they have a brick-and-mortar store close to The University of Winnipeg. They import brand-name jeans from all over the world - students love the variety of jeans, the styles and being able to find their favorite jeans at affordable prices (and sometimes a sheer bargain!).

Jo and Jep have been surprised by who comes to shop at their store. They initially thought that their customers would be students looking for good quality, fashionable, well-priced jeans. However, after implementing a loyalty card, they can track their sales data and the reality is that 40% of their customers are business people, and 60% are students. However, 55% of their revenue comes from their business customers. Recently some people are asking if they could stock children's jeans and denim jackets for all ages.

When Jo and Jep last met with Pat, their business planning advisor, they explained their data tracking and the requests they receive for new denim products. Jep jokingly said it looks as though they are the denim destination for divas and derelicts! After laughing along with Jo and Jep, Pat strongly suggested this seemed to be the time to define who they are as a business. Pat noted that they had seen too many small businesses grow rapidly and fail even faster. Did Jo and Jep want to be the denim disaster business, or did they want to take firm control of their burgeoning business and be the dominant denim destination?

Pat suggested this may be the time to create a firm focus on the real mission of the business and that a great place to start would be with a Mission Statement. Jo and Jep, answered in unison that a Mission Statement was a priority for them and they had no interest in stocking clothing for children, but denim jackets for adults were a natural add-on for their business. They also liked what the data was telling them about their market segmentation success.

Questions:

Review the full requirements for a Mission Statement on p. 147 of the course textbook by Ferrell et al. (2022). Craft a full and complete Mission Statement that reflects Jo and Jep's business focus.
What is a suitable company tagline for J&J Jeans?
Company tagline example 1: Save Money. Live Better. (Walmart)Company tagline example 2: Makes Work Life Better (Ceridian)

Jo and Jep have been thinking of upping their marketing activities. Briefly describe what marketing channels might be used to promote the jeans to (i) the university students (2 channels) and to (ii) the business customers (2 channels). Explain why you selected these channels.
What ONE piece of extra business advice would you give to Jo and Jep when it comes to marketing and selling jeans in Winnipeg? Why is this advice important?