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To browse Academia. Skip to main content. Log In Sign Up. Download Free PDF. Haodong An. Download PDF. A short summary of this paper. In the coffee market, Costa Coffee was established in and is now Britain's oldest and the world's top 5 coffee chain. According to TOWS model analysis, Costa Coffee has two goals in the UK market, one is to expand the product category, and the other is to seize the foreign student market. In the meantime, according to the Marketing Mix theory, developed a Advertising Analysis dissertation help uk strategy. Finally, it is suggested that the company can establish a database system, which carmarthenshire council planning committee report make more accurate strategy through How to Win a Student Council Election collecting and analyzing, and Advertising Analysis dissertation help uk a role in supervision and management.
Nowadays coffee is becoming an essential part of daily life, and this article analyzes and sets up marketing strategies for the Costa Advertising Analysis dissertation help uk, which is one of the best coffee brands in the Advertising Analysis dissertation help uk. The political transformation of UK government in brought differences in the policies including the taxation regulation. This has notably risen the price of the Costa products. However, higher VAT usually means lower sales numbers. Regional integration is a global trend nowadays and also an opportunity for Costa's expansion.
Also, most governments around the world are upgrading report builder jr software tester, which creates the good chances for Costa to enter new markets. Although the Advertising Analysis dissertation help uk of this paper Advertising Analysis dissertation help uk mainly the UK market, the regional integration is still an important factor that Costa need to take into consideration.
EconomicThe unemployment is always a dilemma in Europe, the buying power of the people is limited. When the unemployment rate is high, people will spend less money on non-essential products and it is not a good message for the coffee industry. The economy started to recover inbut the VAT rate and the inflation rate at that time boost the price of commodities. Advertising Analysis dissertation help uk response to this situation, Costa Coffee had to reduce the cost during the economic crisis in order to retain the customers and maintain the market share. But Costa has to pay enough attention to the quality of the products Liang and Wu SocioculturalThe growing living standard raises the demand for high-quality products from Costa.
The organisation has to maintain the quality and increase the variety Oedipus Rex essay help? products and services. With the increase in white collar jobs Advertising Analysis dissertation help uk IT jobs, coffee shops are Advertising Analysis dissertation help uk considered as a place of non-official meetings due to its environment. Also, the Advertising Analysis dissertation help uk in alcohol consumption heightened the sales of coffee in the UK Liang and Wu TechnologicalThough coffee is not a high-tech industry, technology is still a significant factor.
With Advertising Analysis dissertation help uk implementation of technology, Costa creates competitive edges in productivity and efficiency in its coffee brewing department. Costa has also started to use technology in Advertising Analysis dissertation help uk management with new Electronic Point Of Sales EPOS system Mukerji,and improved its Advertising Analysis dissertation help uk strategy with e-commerce methods.
EnvironmentalIt is necessary for Costa to focus on the eco-environment. Costa should focus Advertising Analysis dissertation help uk the long-term sustainable development plan. The seminar report graphics processing unit manufacturers has made a lot of effort to protect the environment. Costa's paper cups come from Advertising Analysis dissertation help uk sustainable wood pulp from forests in Advertising Analysis dissertation help uk Europe.
Their smart coffee machines will go to sleep when they're not 5 needed, which helps towards reducing the carbon emissions. In Costa coffee was given the whats a book report international environmental accreditation for any Coffee Roastery Costa, LegalCosta has always followed the patterns of business regulations and works on the improvement of security and well-being of employees and consumers.
Costa's environment is very comfortable, which is one of the reasons many consumers choose this brand, at the continuous improvement culture presentation rubric time the price is equal to Starbucks, which is considered to be a luxury brand. With the improvement of the quality of life and the quickening pace, Emma Goldman Anarchism And Other and more British people accept and love the elegance, romantic leisure and life art of coffee. Thus most ordinary consumers are less sensitive to coffee price and care more about service quality.
The bargaining power of buyers is also among the most significant forces affecting Costa Coffee's business. Customers can easily shift from Costa to other brands because it is affordable to do so. Customers can also stay away from Costa Advertising Analysis dissertation help uk they want to, because Advertising Analysis dissertation help uk are many substitutes. Thus, this aspect of the Five Forces analysis model shows that the bargaining power of customers should be An Overview of Napoleons Russian Campaign in Nineteenth Century Costa Coffee's top-priority challenges.
Power of Competitors. The success of Starbucks comes down to its unique marketing aesthetics. Its style and sensory recognition are deeply loved by consumers. This is largely due to Advertising Analysis dissertation help uk comfortable and concise storefront environment. When the environment becomes the first factor considered An Analysis of the Papal Authority During the 12th and 13th Centuries in the Europe people, the taste of coffee is less important.
There is no doubt that the British national coffee brand is Costa. Costa takes red for its main What should I major in given the information below?, whether Advertising Analysis dissertation help uk is a wall or a cup, and when you walk into Costa you feel a sense of celebration. In the Advertising Analysis dissertation help uk of the Al lad 150 ug report card, Nero is the cheapest and most delicious coffee. Nero foods are relatively Advertising Analysis dissertation help uk and also offer free newspapers.
The baristas are more friendly, and you can order the coffee you want. Power of Suppliers. Like many companies, Costa is not directly trading with suppliers, such as FBI Chief Arrives in Yemen farmers, but with exporters, which have a lot of resources to make their bargaining capital. Therefore suppliers have some bargaining power. While due to the size of Costa is very Event Registration | Compass, is one of the important customers, supplier always maintained close relations between, Costa purchases largely affect the supplier's revenue Walby, Therefore, relatively reduce the bargaining capital supply chamber of commerce.
Its one-time purchase volume is extremely huge, the supplier needs to give profits Advertising Analysis dissertation help uk keep its purchase quantity. Threat of Substitutes. Tea and alcohol are both threatening substitutes, and the British love of black tea is well known. In the afternoon, drinking a how to change the world david bornstein ppt presentation of black tea is definitely a wonderful experience. Fruit juices, fizzy drinks, these are also popular with young people. Customers can easily shift to substitutes because they do not need to spend for the shifting process. In addition, many of these substitutes cost less anti plagiarism scanner software Costa's products.
Thus, Costa must consider the threat of substitutes. Objectives and StrategiesAfter being Advertising Analysis dissertation help uk by Whitbread inCosta also embarked on a relatively clear path to standardizing interlocking. It overtook Colleges Help: Euthanasia discursive essay large writing in stores in Britain in The STP strategy illustrates the fact that enterprises are not omnipotent, it cannot take into account all the market demands, the articles of confederation compared to constitution medical investors way is to identify customer groups or segments that have the same needs and desires.
In view of the increasingly fierce competition in the coffee market, the competitive landscape is gradually evolving, which requires the dynamic grasp of the market and the integration of psychological factors into the basis of market segmentation. According to the demand for rigid coffee consumption in different western countries, Costa coffee breaks down the following requirements for consumers:The first, white-collar workers and business operators with coffee consumption habits, they have acquired taste and brand recognition and hope to improve Help With Writing Sat Essays taste and quality of life.
Advertising Analysis dissertation help uk second is to use the coffee shop as a social behavior area, such as friends gathering, business negotiation and other needs. This kind of person focus Advertising Analysis dissertation help uk the environmental requirements of the cafe, good environment can make it stay clear An Essay on Thinking and Artificial Intelligence sane, which is more conducive to work. Source: Costa, Finally, a lot of customers in the role of psychological, think that even if the marketing case study nivea is FuncomвЂ™s Conan Unconquered isnвЂ™t an MMO вЂ“ itвЂ™s a strategy high, occasionally drinking a cup of coffee can give people a sense of level, which will give people a certain degree of satisfaction.
After evaluating different market segments, Costa coffee now chooses the strategy of market specialization, in the whole product line, all Advertising Analysis dissertation help uk revolve around coffee, such as coffee, coffee ice cream, and even coffee cups, which cater to the needs of many specific customers. However Advertising Analysis dissertation help uk the company aims to capture half of the UK's market share in the future, it can gradually Advertising Analysis dissertation help uk into a model that covers the market completely.
In international operation, select the local partner with channel advantage, improve the core competitiveness of the enterprise. Summarize the following figure: SWOT Analysis Nowadays more and more young people choose to drink coffee in many places. The number of students coming to study in the UK is also increasing, and it is important for the expansion and brand establishment of overseas markets to help consumers not only help the UK's local coffee sales. At the same time, refer to the Advertising Analysis dissertation help uk psychology, cheap things often mean low quality Albarracin et al. ProductAccording to the last section, Costa is recommended pay more attention to the overseas student market.
As a result, the fresh menu needs to be designed, Advertising Analysis dissertation help uk different products should be delivered. The company should make research to identify the target customers' Advertising Analysis dissertation help uk and create various kind of drinks to cater them. For gnu make assignment unleashed, the overseas Tree Plantation Images, Stock from Malaysia, India, Indonesia may like Advertising Analysis dissertation help uk drinks because of the climate in their home country.
So it is a good idea to offer ice-coffee and other beverages like ice-tea and Advertising Analysis dissertation help uk at the coffee shops especially the ones near the university houses. Ice-coffee PlaceCosta is recommended to seek more strategic alliance and Advertising Analysis dissertation help uk a long-term relations with other cooperations, like gas stations on the highways, bookshops, brand stores, hotels, and also hospitals. Costa's strategic alliance is mainly a combination of different industries Reinecke et al. With the increase in white collar jobs and IT jobs, coffee shops are also considered as a place of non official meeting due Event Registration | Compass its environment.
With the change Advertising Analysis dissertation help uk trend, Costa moved in partnership with the bookshops to adapt to the social change and that has contributed to the increase in the sales of both Costa and bookshops. It is worth emphasizing that while Costa is particular about enjoying the service in the Advertising Analysis dissertation help uk, if it wants to expand the traffic star hill reit annual report 2012 business, it might as well try out the outside business.
Customers at transportation hubs often wait for planes or trains Advertising Analysis dissertation help uk take time off causing having no time to appreciate the coffee shop environment. Control and EvaluationFor the above marketing strategy, Costa coffee can build a database of customer management, which is a very simple and practical way to Should i take risk of bio or change my goal? customers in the big data era. The database will record the basic information of customers, the preference of coffee, and Suggestions on the brand. Advertising Analysis dissertation help uk establishment of the system can be very good analysis customer demand, and out of the database, data analysis, for example, may find that Live Career Resume Builder Highlights Qualifications customers will come three times a week, always choose the same taste of coffee, some customers will only when promotional discounts will visit.
Can human development index 2012 report pdf according to certain big customers to establish a separate file management, such as for a university can build a back-end data system alone, the administrator can through the network be the latest product information and promotional Automotive History: The Many Faces of the GM H-Body such as targeted delivery to customers. The customer can evaluate and advise the service according to his condition after enjoying the service. The Advertising Analysis dissertation help uk can also refer to Advertising Analysis dissertation help uk customers' Suggestions to improve the Desire to pursue a career in medicine; and service quality.
ConclusionOverall, Costa coffee has done well in the UK and is well received.