Pure organic food and bar Juice (Pure) is a restaurant located in Collingwood, Ontario, specializing in raw, organic and vegetarian food. The company's strategy is to connect to the growing demand for food, which is associated with a healthy and more sustainable way of life. However, the difficulty of attracting customers in a small town to a seasonally adjusted number of residents / visitors, combined with competition from "green" products through competing restaurants and grocery stores and the lack of a focused strategy has led to a low level of income. Co-founders wondering what needs to be changed to connect to the lucrative market mainstream. Students are pushed to think of how clean should change their strategy, what kind of marketing approach should be used and, most importantly, how to connect to the co-founders of the mainstream market, without prejudice to their original value. "Hide
by Michael Valente, Alex Graham Source: Richard Ivey School of Business Foundation 14 pages. Publication Date: November 29, 2012. Prod. #: W12352-PDF-ENG
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