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Strategic Plan: Jamba Juice

Running Head: STRATEGIC PLAN: JAMBA JUICE

Strategic Plan: Jamba Juice

MBA580

University of Phoenix





Executive Summary

As Jamba Juice heads into the next decade, it will be faced with many challenges. The organization will face challenges such rising fuel cost, the rising cost of food, and a changing demographic that may affect their customer base. The goal of the organization is to continue to grow and open new stores, as well as expand on the customer base. In order to achieve the goals, the company will need to develop an aggressive advertising campaign and adjust they way they do business in order to address external forces affecting them.
The company expects to invest heavily in advertising in order to attract an older demographic, but the cost will only be temporary and eventually offset by changing some store habit. The company intends to rely less on shipments of produce but instead will purchase from local farmers whenever possible. The company will also use frozen goods in lieu of fresh good when prices spike. The overall goal is to become more independent, more socially and ecologically responsible and less reliant on heavy fuel consuming shipments.
Company Background

The company Jamba Juice for the subject of this project is Jamba Juice. Jamba Juice was originally found in 1990 by a recent college graduate named Kirk Perron. The company then incorporated in 1991 under the name Juice Club, Inc in San Francisco, California. In 1993 the company opened it doors in two more cities in California, and two years later changed its name to Jamba Juice. Jamba Juice’s goal was to sell healthy, natural smoothies,...