Hospitality Marketing Essentials - Costa Coffee Assignment
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Added on 2021-02-22
Hospitality Marketing Essentials - Costa Coffee Assignment
Added on 2021-02-22
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Hospitality MarketingEssentials
Table of ContentsINTRODUCTION...........................................................................................................................1ACTIVITY 1....................................................................................................................................1Role of marketing and its interrelation to other functional departments in a company..............1ACTIVITY 2....................................................................................................................................3Marketing Mix of Company with help of 7Ps............................................................................3ACTIVITY 3....................................................................................................................................5Development of a Marketing Plan for Costa Coffee London.....................................................5CONCLUSIONS..............................................................................................................................8REFERENCE.................................................................................................................................10Books & Journal............................................................................................................................10
INTRODUCTIONMarketing is a function which is among most important function of companies. This isthe function which is very important for companies to perform their marketing function withappropriate research and planning. As this function affects all other functions of company.Hospitality is a very wide concept and this is present in various different industries such as food,transportation, lodging etc. this report Costa Coffee London has been selected as a basecompany. This brand was founded in 1971, in London. Since then it has successfully able toexpand it in 31 countries and have presence of 17,412 employees. This report consists of roles ofmarketing functions in a company in inter-relation with other functional departments ofcompany. Marketing mix of Costa Coffee London and then marketing plan is developed whichcan help cost coffee in conducting their marketing functions in more effective way.ACTIVITY 1Role of marketing and its interrelation to other functional departments in a companyRole of marketing:Marketing and finance: Marketing department is related to finance department ofcompany such that this department has to coordinate with marketing department ofcompany to monitor and analyse trends of business prevailing in market. There must beproper coordination maintained between these two departments of company. In CostaCoffee London, marketing department is required to undertake various campaigns andpromotional activities to promote their products. Here, comes the role of financedepartment that they carefully analyse budget required by marketing department for thesecampaigns. There is always an attempt by finance department to use cost effective techniques in company'soperations. So, whenever company is planning a campaign they have to contact with financedepartment and plan budget only after that they are able to plan their operations(Pricilla, 2019). Marketing and production:Marketing and production department is related in a way thatproduction department of a company want to maximize their effectiveness in amount ofproduction they are doing. There is also a effort to minimize inventory as excessiveinventory leads to increase in cost for company(SHUKLA, 2016). Marketing departmentis actually in touch with external market so, they can forecast amount of sales and in1
accordance to this production department can plan quantity of their production. In CostaCoffee London also, marketing department will properly coordinate with productiondepartment so that adequate and effective planning can be done by company. Marketing and Human resource:Marketing and human resource department are alwaysrelated to each other, when a person is trying to attract profitable customers to increasetheir sales. Costa Coffee London is a big brand of coffee and they believe in providingbest products to their customers, for this they need to attract competent people who areable to work up to a level required by Costa in its operations. Marketing department is interrelated to human resource department in a way that throughmarketing activities company will be able to analyse the needs of type of employees in theircompany. According to requirements human resource department will prepare job descriptionand job specification. These all activities will help in forecasting the requirements and furtherhiring & selection process takes place. Marketing and Research & development: Research and development department isresponsible for generation of new ideas, creative products and innovations in company.This department is always driven by concept of marketing. Needs of their prospectivecustomers are identified and then according to that further marketing strategies areformed. Manufacturing process of a company must always be researched and thenaccording to decisions on aspects of marketing mix have to be made(Puddle, 2015). In concern with Costa Coffee London company makes attempts to do adequate research of theirtarget market and then according to those outcomes and results of research marketing strategiesof costa are decided by company. Costa Coffee London focuses on millennial age group who arebetween 15-45 years of age, this necessitates need of innovation as this generation is attractedtowards brands which offer something different and unique. Marketing is a function which leadsto attracting more customers for this they need new innovations, which can be provided byresearch and development department of Costa Coffee London(Simkin and Dibb, 2013). 2
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