Introduction to Marketing Assignment - Costa Coffee

Introduction to
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Presenting the market research on current UK coffee market....................................................1
TASK 2............................................................................................................................................6
Identification of Key consumer segments..................................................................................6
Task 3...............................................................................................................................................8
7 p's of marketing .......................................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
APPENDICES...............................................................................................................................12

INTRODUCTION
Marketing is the business process of creating relationship with customers and also helps
to promote the business products in a market, the report is based upon the Costa Coffee in UK
who wants to expand the business in UK coffee market. The report provide a brief overview of
UK coffee shop market in UK by identifying the specific market growth opportunities for the
quoted firm. Further, report identify those consumer segments who are driving the growth using
socio- demographic, psycho-graphic and behavioural variables and lastly report will develop
7P's of marketing mix model for targeting identifies segments (Banu, Rahman and Khan, 2018).
In addition to this a brief study is done on political , economical and legal environment of Costa.
Apart from all a briefing is done on social, environmental and technological impacts on costa.
Further more there are various threats and opportunity of costa that has been discussed in
detail .The present study also contain interpretation of data collected through 100 peoples of a
segment of UK.
TASK 1
Presenting the market research on current UK coffee market
Relevant data for UK coffee market: As per secondary data, the revenue in the coffee segment
amount to US$4174m in 2019. This shows that the market of UK Coffee is expected to grow
annually by approx 5%. Further, the market's largest segment is is in Instant coffee and among
all, the revenue is mostly generated in Brazil i.e. around US$ 16371m in 2019(Camilleri, 2018.
hence, the data shows that the average per capita consumption stands at 2 kg in current year .
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