Marketing Analysis of Costa Coffee

Marketing

EXECUTIVE SUMMARY
Present report is based upon marketing analysis of Costa Coffee in which its
whole introduction an its current marketing strategies used by company and determine
micro and macro environment. Its segmentation, targeting and positioning tools used
and how it implement and strength and weaknesses of company. Apart from that two
marketing concept and market research in this study is being study and seven element
of marketing mix is used. It is recommended that Costa Coffee can use segmentation,
targeting and positioning which is also known as STP, to improve its performance and
identify its overall operations and assist in planning and designing the marketing
strategies and tactics.

Table of Contents
EXECUTIVE SUMMARY...................................................................................................2
INTRODUCTION...............................................................................................................1
MAIN BODY.......................................................................................................................1
Evaluating competitive strategies and advantages of company....................................1
Literature review of present market scenario.................................................................5
Determining market research of company.....................................................................6
Analysing and study of organisation..............................................................................6
CONCLUSION...................................................................................................................7
RECOMMENDATION........................................................................................................8
REFERENCES..................................................................................................................9
Appendices......................................................................................................................10
Reflective Statement....................................................................................................10

INTRODUCTION
Marketing is refers to advertising and promoting of an particular product and
services to influence the costumer to buy and spreading the awareness in the market. It
include many activities and it is wider term ad must be perform in proper and adequate
manner to increase the sales and growth (Alalwan and et.al., 2017).In this report the
company is Costa Coffee is U.K based organisation is a subsidiary of the Coca-Cola
headquartered in Dunstable, England. In this market research its brief background and
history and its marketing strategy, external environment and Segmentation, Targeting
and positioning is being discuss. Determining the market research and type of data
collection and its techniques and differences of digital marketing or contemporary and
traditional marketing is studied. Apart from that SWOT analysis and PESTLE of
company and its impact on elements of marketing mix is evaluated.
MAIN BODY
Evaluating competitive strategies and advantages of company
Costa coffee is UK based famous Coffee house chain in subsidiary of Coca cola
Company, headquartered in Dunstable, England. It is founded in London in 1971 and
acquired by Whitbread in 1995 and sold in 2019 to The Coca Cola Company and has
grown to 3401 stores across 31 countries and around 18000 employees (Chaffey and
Smith, 2017). This sells certain coffee products such as Hot drinks, Cold drinks, snacks
and sweet include chocolate bars and wafers and cakes and pastries and more
products.
Marketing strategy- Costa coffee is well known coffee brand in UK and across
the world and build its brand image has strong image in media that help the company in
increasing the sales. It include CSR activities that build Costa Foundation that enhance
the coffee growing communities and across the world. Company has adopt some
marketing strategies and tactics that include certain models such as Porters model,
SWOT, STP and PESTLE tools to determine its compensative advantages and
strategies to develop its growth progress and sustain in market. PESTLE Analysis-
This help to analyse the various factors like political, economical, social, technological,