Marketing, Sales and Negotiation Skills: A Report on Costa Coffee-house

Marketing, Sales and
Negotiation skills

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
PESTLE and SWOT analysis.................................................................................................1
Discussion and analysis of marketing mix.............................................................................4
Sales and Negotiation skills applied by Costa Coffee-house.................................................5
CONCLUSION/ RECOMMENDATION ......................................................................................7
REFERENCES ...............................................................................................................................8

INTRODUCTION
Marketing is refers as a responsibility in order to selecting and managing the organisation
that produce marketing materials and offers marketing support. (Kārkliņa, 2021) It proactively
identify products and services that focus on over the course of companies sales cycle and then
offers materials, communication that will get a word out in market. Costa Coffee is a British
coffee-house chain. It was founded by Sergio Costa in 1971 with the headquartered established
in Bedfordshire, England. The company is dealing in hot and cold drinks, cakes and pastries,
sandwiches and snacks. Costa Coffee operates in over 3500 stores in worldwide. The
organisational objectives of the company are to attract new customers and to provide the
authentic coffee flavour to the world. In order to to achieve the objectives of the firm Costa is
using the social media through running regular photos competition(Rust, 2020). As company has
applied a variety of promotional technique in order to attract more consumers. They offers
loyalty programs for customers that will reward them with a free coffee in stores as they have
purchased 8 drinks. Costa is also using regular advertising on social media and television. These
will lead to achieving the goals and objectives of the Costa Coffee. In this report there will a
discussion regarding the the internal and external factor of Costa Coffee that will affect the
marketing of product and development, with the help of PESTLE and SWOT analysis. There
will be an understanding of marketing of products with the help of marketing mix. Lastly there
will be personal reflection on practice of sales and negotiation skills and strategies related to
Costa Coffee.
MAIN BODY
PESTLE and SWOT analysis
An internal analysis is a framework that helps organisation to analyse their internal
elements both tangible and intangible. That will help company to make better decisions.
SWOT analysis
SWOT analysis is a framework that assess the four aspects of business internally for
making the strategic decisions within organisation(Torres, Urvina, Lasa, 2019). In context to
Costa Coffee, for the internal analysis of the company through SWOT analysis in order to
identify the strength and weakness internally. For this it is mentioned below.
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Strength Weakness
 Top leading
 Global presence
 Wide variety
 Limited presence
 Limited market share
 Online presence
Opportunity Threat
 Expand globally
 Increase online presence
 Continuous expansion on products
 Competition
 Price war
Strength-
 Cost coffee is top leading coffee chain brand across world.
 Company operates over 3000 across the world.
 The company is offering wide variety of products.
Weakness-
 Its presence is in limited countries.
 There is a limited number of market share as there are several substitute available in
market.
 Organisation online presence is weak.
Opportunity-
 Company can expand its operation in countries.
 Invest in online presence to increase customer(de Sousa, Castañeda-Ayarza, 2022).
 Company should focus on continuous expansion on their products range.
Threat
 There is huge competition in market, there are various coffee brand with strong base.
 There is intense price competition from exiting coffee chains and fast food outlets.
PESTLE analysis
It is a study of analysing the external factor that might affect company growth and
development. This helps in providing the precise and structured analysis of external
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