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Threat of substitute products
When you are delivering a product/service you should know that there are other people delivering the same kind of product/service. Therefore the product that you have should not be the same as the shop next to you or the shop on the other side of the world therefore you should be ready for copycats.

Threat of new entrants
When you are starting out on the food market they faced loads of obstacles throughout the start. First of all you have to know of the risks you are facing. Capital could be the first problem for anyone who are starting, secondly you should know about the demand on the product/service you are offering and if the demand is enough for you to survive and make a profit.

Competitive rivalry
When you start of as a business who are delivering products/service you should analyze the market for competitors of what they are doing and if they are doing the exact same thing as you do. Because if you enter a market with loads of competitors you should be prepared.

Bargaining power of suppliers
When you are starting a business you should know that your suppliers are loyal and will not bargain with you of the price of the the raw materials. The most important part is that you are not dependent of your suppliers and they are easy to substitute.

Bargaining power of Buyers Buyers are the most important thing for a business and therefore you should make sure that the buyers feeling it is worthy to pay the price of your products for the experience they are receiving. Therefore you should find a balance between the what the buyers get and you are making a profit.

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Joe & The Juice are a restaurant chain who sells juice, coffee and sandwiches. They are a limited company and was founded in 2002, by Kaspar Basse. They are located in USA, Europe and East Asian. The company have 68 storers in Denmark.
The name came from the express “A cup of jo”, which was common to say, in the olden days in USA. But because it wasn't a person, Kaspar decided to make a figure out of the express jo to Joe.

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Idea:
Is to serve quality, healthy and modern food for young, busy and healthy people searching an unique twist in their food flavour.

Vision:
They strive to become bigger than starbucks which is the company they are inspired by.

Mission:
They want to develop and expand their company by their menu, production and health.

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Quality:
Joe & the juice puts the effort to make sure that their food has a high quality. Therefore customers are keeping to return to them and buy their products.

Cost:
Low cost means high profit, therefore Joe & the Juice are trying to save money from their resources by freezing their fruits so they can sustain for a longer time.

Customer satisfaction:
Satisfied customers is key to Joe & the Juice because if customers weren’t satisfied they wouldn’t come back.

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Rare:

Joe & the Juice has a rare concept which differentiates them from other restaurants and take away places.

Costly to imitate:

Joe & the Juice is the first one to be on the Market with this kind of concept and therefore businesses trying to do the same will be called out and it will get ugly.

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Social factors:

People want statues in a “cheap” way, instead of buying an expensive purse, they buy expensive food. Mostly theirs friends have a strong influence, because its a social thing to do together. And it is cosy to sit outside on the bar, in the sun with friends, just drinking something from Joe and The Juice.

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SO

J&J can use the changes of the world’s food habits in their favor. J&J have always served unique and healthy food for their customer and while they have done that the world have been searching for it. So J&J has to show the world that they are what the people want.

ST

J&J being the first ones doesn't mean they will be the only ones on their market and they have to play out the copycats with establishing a big loyal customer base.

WO

J&J’s small target group is a big problem for J&J, but if they focus on the trends and needs coming on the food habits with people searching for the exact thing that J&J are providing. Therefore they have to make their target group wider with food for elderly people and kids.

WT

If J&J has to face the problems of copycats and a small target group the should go for promotion with free samples to make sure that they get as many as possible therefore there will be no customers for the copycats.

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Product development:

J&J are improving their products and making new products day by day. They are increasing and making it more healthy, but without losing the taste or the quality.
They try to get on a bigger market, not just young, fresh and busy people, but more mature and older people.

Marketing
They have typical regular customer, that knows the menu card and it doesn't switch often.Wich also make them more affordable in promotion. They don't need to promote, young people talk about their food, and they get free promotion, when people send a picture on social media with their logo on.  So they are known to always have the same food, but it is good quality and tasty.  The brand/marked are the know face to the company. Their is stickers everywhere in Denmark, and on instagram. When they sell a cup of coffee is not the product you are paying for ut the brand, you are holding in your hand. In Denmark the stores are only placed in “big” cities.

Sales

The main product is the food and drinks they a selling, but the peripheral service are the music and the sitting areas in the stores. A peripheral service is olso the fact that when you have made an orde, you se them make the product so you know how its made.

Production
J&J dependent’s a lot on their suppliers, in order to make the sandwiches, coffee and juice they need suppliers within fruit, berries, vegetables, bread, packaging and more.

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Buyer’s black box:

Its fast middle-class price, with a statues brand, that shows they are fashionable and trendy. The primary motive is that they want something to eat or drink, and the next is of course the status you get. People think probably a lot about before they buy it, because it is a bit pricey. I would say it is not a place you go to as a habit, but more as a special occurrences.

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Buyer responses:

The brand is kind of influencing the price. And people usually don't go to Joe and The Juice everyday, but more when they want to be notices. or have more expensive and better quality food.

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Market penetration

When J&J started in 2002 they stepped in to the “food market”. So they had to penetrated the market to sustain a capital of money. They way they did that was by the tactic called “Secure dominance of growth markets”. J&J entered the food market but saw this unique target group who was searching for an more unique and healthy twist to the their food and that was where J&J put their foot down and established themselves.

Product development

R&D is something that J&J is putting a lot of work in, with them adding new products to the menu and making the existing ones more healthy and to taste better. They are also good at assessment of customers needs by following up on the newest trends and their needs.

Diversification

J&J are working with the “Backward diversification” because they are selling a small part of a big project. J&J are selling “unique, healthy and modern” food while they are operating in the “food market”.

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The environment:

Marketing stimuli

Product:
Good healthy and fast food “on the go”.

Price:
Definitely not cheap, but not to expansive that is not to pay.

Place:
They want it to be places in the center of the cities, so it is easier to access.

Promotion:
They don't really care about the promotion, because they know the brand, mostly from friends and social medias.

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Strengths:

Uniqueness.

Well trained staff.

Good customer service.

First on the market.

Weaknesses:

Depending on a small customer segment.

Low variety on their menu card.

Not inviting stores.

Their pricing.

OT resume

Opportunity:

People's food habits changing to more healthy and modern food.

Threats:

copycats

people choosing less healthier and cheaper food.

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Differentiation

They have high price, but a broadly market. That is why Joe And The Juice is so big, it's not cheap but it is for everyone. But mostly it’s young people that you see on Joe And The Juice because the music is loud and modern. But it is decorated as a library/cosy cafe for more old people.

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Tight competition

Joe & the Juice provides healthy and modern food for the people in a rush like Starbuck. But resturant like Mcdonalds do not provide the same kind of healthy food like Joe & the Juice but they are still providing food for the people in the rush. Finally cafes and restaurants like Jensens Bøfhus to fulfill the same need hunger.

Wide competition

Everybody who can “steal” Joe & the Juice’ customers money and stop them for using their money on them.

Competitive position

Joe & the Juice are living in this niche market in the coffee market. Therefore they don’t really have a market challenger or a market follower other than these small juice and sandwich shops.

Competition analyze

J&J has to do a lot of “competitive intelligence” on their market so they can predict upcoming competitors.

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Market

The market for Joe & the Juice is they are providing healthy food and drinks. They are supplying with food to fulfill the need of hunger of healthy food. Their consumers are young people searching for healthy food with a twist of modern taste.

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Political

In Denmark we are participating, in EU. Which have an impact on, the general political and economic integration. But Denmark wants to be an “independent” country, that is why people are voting to keep the danish krone. In Denmark it is a right to have freedom of speech, but under the rules of the law.

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Technological

In Denmark, much of the promotion is on the internet. And for a company like Joe and The Juice, it  is most qualified way of promoting. Young people in Denmark is “promoting” for free, on social media, buy sharing a picture of a special brand and maybe also tagging the company.

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Environmental

Denmark have 55% eksport and 48% import, which make the food market (catering trade), open to get easier access to raw material.

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Strengths: one of J&J's strengths is that they are so unique, because of them being the first one on the market with this kind of idea and they still are. Another of J&Js strengths is that their staff is well trained to be efficient and nice to the customers at the same time so create this kind of modern mode.

Weaknesses: The customer segment of J&J is really small compared to other food companies because of J&J depending on the more modern girly youth who has some money between their fingers. A weakness that J&J is facing is the display of the stores, because of them being non-inviting and sinks the mode that they employees are trying to create.

Opportunities: The world is changing and so is their food habits. That is an opportunity for J&J because the food habits is changing in their favour because of people searching an unique and healthy experience in their food.

Threats: J&J has this unique theme and they could experience people trying to do the same and take some of their market share and customers. Something that J&J should also be aware of is their pricing not being worth the experience and therefore could people choose cheaper and less healthier companies instead.

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Legal

Denmark has a lot of laws about, how clean there should be at a restaurant. How many people there must be in the kitchen (in proportion to the size of the kitchen). Laws about, taxes by having a restaurant, and laws promoting and advertising.

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Economic

Denmark is a high profit country, because of the external current account, low public debts and unemployments rate. Citicent pay a lot in taxes, but do also have a better safety net economically.  Participation rate for 15-64 year old danish people was in 2016 on 80% of the people that was on the danish labour market.

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1.http://detailfolk.dk/detailnyheder/stifter_de_ansatte_har_formet_joe_the_juice.html

2.https://www.slideshare.net/JanusAndersen1/joe-the-juice

3.https://da.wikipedia.org/wiki/Joe_%26_The_Juice

4.http://www.sachdevajk.in/2016/12/18/pestle-analysis-of-denmark/

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Social

“Denmark's” young people are the future of the world. And many of young students, choose to take a long further education. Because of the free and broad access to education. Also adults have the opportunity to study, if they have not taken a education, when they were young. And that is also a part of why danish people have more money to buy food, clothes and much more.