Strategic Marketing: Adaption and Standardization, CBBE Model, Integrated Communication Mix, Measurement of Success

STRATEGIC MARKETING

Table of contents
 Introduction
 Adaption and standardization
 CBBE model
 Integrated communication mix
 Measurement of success
 Conclusion
 References

INTRODUCTION
Strategic marketing can be defined as an activity or the process through
which the company carries on planning and developing for the purpose
of differentiating from its competitors by way of working and
capitalizing its strengths and to provide its customers with better value
products (West, Ford and Ibrahim, 2015). The present report is based
on company Costa coffee. It is British multinational company founded
in the year 1971 by Bruno Costa and Sergio Costa. The company is a
coffee house which is headquartered in Dunstable, Bedfordshire in
United Kingdom. Costa coffee is planning to expand in Romania by
launching a new product AFFOGATO which is a simple dessert coffee.