Strategic Marketing of Costa Coffee in Kenya

Strategic Marketing

Table of Contents
EXECUTIVE SUMMERY..............................................................................................................3
TASK 1 ...........................................................................................................................................6
Adaptation and Standardisation of Marketing Mix ....................................................................6
CBBE Model...............................................................................................................................8
Integrated Communication Mix and Methods ...........................................................................9
Measure of Success ..................................................................................................................10
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12

EXECUTIVE SUMMERY
This report is all about the Strategic marketing of the company. Costa Coffee have a plan to
introducing their business in Kenya. Costa Coffee prepare various types of Coffee and its flavours and
famous for the variety of coffee all over the world. Company is about to launch their specific roasted
coffee so that company will do good business in Kenya. Previous report discussed about the strategic
marketing strategies and use PESTLE model to analyse the external environmental factors of Kenya.
The main purpose of this study is to recommend some strategies through which company easily
establish their business in Kenya market.
To accomplish this target, this report discussed all the 7 P's of the marketing mix and suggest that which
strategy is best of the Costa Coffee. Company mostly is adaptation method to introduce their products.
Through CBBE model, company easily connect with costumes and establish a strong relationship
with them. All these four stages will give positive impact on the company. Through 3 integrated
marketing communication methods company easily communicated with the customers. This report also
discussed about the methods to measure the success. Profitability is the best approach to measure the
success of the company.