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Managing a Successful Business - Costa Coffee

   

Added on  2020-12-29

25 Pages5182 Words392 Views
Managing a SuccessfulBusiness

Table of ContentsINTRODUCTION...........................................................................................................................1ACTIVITY 1....................................................................................................................................11. Project Aims and Objectives..............................................................................................12. Project Management Plan with respect to cost, scope, time, risk and resources................33. Gantt Chart and Work Breakdown Structure.....................................................................4ACTIVITY 2....................................................................................................................................74. Small-scale Research using qualitative and quantitative research methodologies.............7ACTIVITY 3..................................................................................................................................105. Research and data using appropriate tools and techniques..............................................106. Conclusion and Recommendation....................................................................................197. Reflection.........................................................................................................................19.......................................................................................................................................................23

Topic: “To determine the positive economic, cultural and ethical impacts of globalisation onmarketing”. A Case study on Costa Coffee. INTRODUCTIONGlobalisation refers as an integration of economic activities that are performedworldwide. Thus, it is a process of growing, developing and expanding business operations allthrough the world with the help of technologies (Ali and Amin, 2014). In order to establishcompanies it is crucial that a large amount of investment is done so as to match the economicintegration worldwide. For this assignment Costa Coffee is the company which is taken andsince the time it was founded they are operating its business worldwide and providing effectiveservices and facilities. Costa Coffee is operating its business in 31 countries and they theirrevenues is around £1.167 billion. Present report will discuss about aims and objectives alongwith the project management plan which will assist researcher in knowing different aspects suchas cost, resources, scope etc., Qualitative and quantitative method will be discussed so as toanalyse which is the best approach for executing this research and meeting aims and objectives.Henceforth, on the basis of this a valid conclusion and recommendation will be evaluated. ACTIVITY 11. Project Aims and ObjectivesGlobalisation, in this according to the current market situation has provided or madething available such as technologies across the globe. Thus, it can be said that globalisation isproving opportunities to companies as they can now move from self-contained countries to moreintegrated world. Therefore, most of the companies in order to globalise their business they arechanging their business strategy and making them according to current market situation. Inrelation with business Globalisation can be further classified into two categories and these aremarket globalisation and production globalisation. Common and bes example which can be takenin this relation is Costa Coffee, as this cafe is spread all over the world and running successful aswell. Other than economy, global market can have its impact on culture as well. People can getto know new trends and activities which is going in the market. Therefore, globalisation can haveboth positive and negative impact to the humanity. However, globalisation has provided great1

opportunities to companies but has changed thinking of people. Along with this, it has put animpact on society and established a homogenized culture. Background of the ProjectIn relation with economy, globalisation has improved and given economic freedom tocompanies. It has provided a different platform for international trade and reduced barriers liketariffs, export fees, capital and investment etc., Other than this, it has improved or accelerated theprocesses of outsourcing and offshoring. Costa Coffee is a multinational company which isoperating its business worldwide and popularly known for giving best services and facilities toits customers. With the help of this project, investigator will get to know about the positive,economic, cultural and ethical impact of globalisation on marketing department of Costa Coffee.Whether they are getting benefits from operating its business at global level. For instance: interms of cultural impact globalisation has enabled communication networks. As a result, it haslead to development of lifestyles living in various parts of the world (Cavusgil and Knight,2015). Therefore, with the help of this assignment, investigator will get to know about whetherglobalisation is influencing companies in changing their marketing strategies for operating itsbusiness in an effective manner or not. Aims: “To determine the positive economic, cultural and ethical impacts of globalisation onmarketing functions within the organisation”. A Case study on Costa Coffee. Objectives:To investigate the concept of globalisationTo identify the role of globalisation in developing marketing functions of Costa Coffee. To analyse the positive economic, cultural and ethical impacts of globalisation thatinfluence marketing function of Costa Coffee. To improve the market share by 15% within the duration of 6 months.To increase the sales and profitability from 15% to 20% within the time period of 1 year.To implement new and advanced technologies within 6 months in order to enhance thequality of products. Secondary and primary data relating to impact of globalisation in case study of CostaCoffee. Research Questions:2

What do you understand by the concept of globalisation?What is the role of globalisation in developing marketing functions of Costa Coffee?What are the positive economic, cultural and ethical impacts of globalisation thatinfluence marketing function of Costa Coffee?2. Project Management Plan with respect to cost, scope, time, risk and resourcesProject Management Plan:A project management plan a formal document in which all the activities are included sothat project can be executed, monitored and controlled by the researcher. Main motive of aProject Management Plan (PMP) is to develop a baseline for the actions that are to be performedin order to meet targets and objectives of the business project. PMP includes several componentslike scope, cost, resources, time and quality. Therefore, with the help of this, performance ofproject is measured for instance: the growth in activities in comparison with Project managementplan. Henceforth, in order to develop a PMP, project manager spend a significant amount of timeso that effective outcomes can be gained (Daim and et. al., 2012). Furthermore, ProjectManagement Plan in context with cost, scope, time, risk and resources are explained below forbetter understanding:Cost: This category deals with the resources and amount of budget a company requiresfor executing the plans in an effective manner. Therefore, while developing a projectmanagement plan it is crucial that company have sufficient amount of money so that all actioncan be conducted smoothly. Therefore, in relation with Costa Coffee, the amount of moneywhich will be needed for developing Coupon deal site. Cost for developing a Coupon deal siteScope: Every business for expanding its business look out for the scope so that firm canmaximise the profit. In context with Costa Coffee, as they are operating its business worldwideand for this they are using various tools and technologies for connecting with its customer.Furthermore, in relation with scope marketing department of Costa Coffee can use Coupon dealsites for promoting their business activities. As it will enable company in attracting a largenumber of customers towards them (Ferraro and Briody, 2013). Time: Developing Coupon deal site, Costa Coffee will be required around 3 – 4 months,other than this, 2-3 months will be needed for licensing process so that company cannot face anyissues while implementing the same. 3

Risk: While operating a business there are many risk which can be faced by companyand the most common risk is insufficient amount of money. Some of the factors may includesales volume, input cost, government policies and many more. Therefore, Costa Coffee shouldidentify and recognise the factors that can create risk for the company and its future activities. Resources: In order to develop a Coupon based online sites there are various resourceswhich are required such as suitable software, best internet services so that they can revert tocustomers in quick time and in an effective manner as well. Therefore, all the elements that are mentioned above are necessary to be considered bythe marketing department of Costa Coffee, so that on the basis of this, effective strategies can bedeveloped which can further assist company in sustaining a better position in the market area. 3. Gantt Chart and Work Breakdown StructureWork Breakdown Structure:This is a process through which departments basically divide or break down the work insmaller sections or segments. With the hep of this, task can be managed in an systematic andeffective way. Work Breakdown Structure is represented as a tree type structure which providesproper information regarding what task or activity is to be performed first, second andaccordingly. Therefore, WBS chart is very useful in having proper knowledge about the timeduration as per the action to be performed. Moreover, Work Breakdown Structure divide toplevel deliverable into sub-deliverables and so on based on the hierarchical form. Henceforth, itcan be said that Work Breakdown Structure assist company in different ways and most commonand effective is that it helps in preparing budgets and identifying risk which can arise whileoperating business activities (Kim, Suresh and Kocabasoglu-Hillmer, 2013). Gantt Chart:This is a tool which is developed by a company in order to have a proper informationrelated to what task is to be performed at what time so that it can provide appropriate results(Khilji, 2012). In this, work are basically represented in the form of vertical and horizontal axisand it is furthermore, divided into specific time intervals. Therefore, it can be said that GanttChart helps an organisation in performing their task in a systematic manner and if there is apossibility than factors are not important can be avoided or may be delayed. 4

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