International Marketing of Costa Coffee

UNIT 40: INTERNATIONAL
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
P1. Scope and key concept international marketing of costa coffee............................................3
P2. Rationale for international market of costa coffee-...............................................................4
P3. The key selection and criteria process that use for consideration in international market....5
P4. Different marketing strategies along with advantages and disadvantages............................6
P5. Key arguments and debate in global or local.........................................................................7
P6. Distribution approaches in variety of international contexts.................................................8
P7. The various international marketing approaches that organization can adopt......................9
P8. Home and international orientation and ways to access competition..................................10
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
International marketing is utilization of marketing generality operating in more than one
country, while some companies foreign or national boarders. Costa coffee is British chain which
has subsidiary to Coca-Cola company as supplying company roasted coffee and special Italian
coffee shops. There are various types of products such as hot drinks, cold drinks, cakes, Savoury
snacks and so on (Morgan, Feng and Whitler, 2018). This report explain about the key and scope
of international market along with rationale for an organization that want various routes in
adopting marketing. This also evaluate the criteria and selection process that could be use in
making easy for international market furthermore the different marketing strategies including
their pros and cons. Also explain the key arguments and key debates for local and international
market moreover investigating about marketing mix approaches. Report more analyze the
various international marketing approaches plus home as well global orientation with ways to
assess competitors outlining.
MAIN BODY
P1. Scope and key concept international marketing of costa coffee
International marketing not only increase efficiency but also allow participation of
multiple countries for economic development of a company. It increases investment on global
level and encourage opportunities for foreign direct investment. Costa coffee trade
internationally to improve its branding and economic growth. Costa coffee invest in major
popular and developed countries to ensure its productivity. There are three approaches that costa
coffee remain in top brands of company-
Ethnocentrism : Ethnocentrism is one's way of following its own traditional culture. Like costa
coffee follows same concept of old roasted bean Italian coffee all over the world. Costa coffee
has the same logo and store organization to attract customers (Öztopcu, 2017). As many years
has passed it still sells same coffee procedure to retain its old taste. This is the main reason for its
popularity and branding of company internationally.

Geocentrism : Geocentrism is adapting new changes according to new country. Costa coffee has
developed its change in taste by providing little change in its process of preparing coffee
according to demand of people.
Regio-centrism: Regio-centrism is making group of countries to sell its product according to
one's country's demand. Like costa coffee is that it serves its beverages according to demand of
people (Perraton, 2019). It makes a group of countries that which of the group's franchise will be
served which type of drink, it is according to demand of people country-wise.
Strategies for international marketing of costa coffee- Costa coffee has strategy of opening
stores firstly in developed countries as people of it gets attracted by its taste and setup of store
(Alpizar and et.al., 2019). Costa coffee's targeting strategies are to provide coffee and beverages
according to its geographic conditions and demand of individual country.
Adaptations of costa coffee-
Price and brand: Pricing is a standard base on which company keeps its product price. And
branding is advertisement of its product and logo. The pricing strategy of costa coffee is
competitive to other coffee brands and brand logo appears on every packaging of product. This
adaptations help costa coffee to ensure its branding and advertising among people to make it
popular and generate revenue out of it.
Standardized element: Standardization element is retaining and remaining of old and traditional
culture of one's company product that how it is prepared from years. Like Costa coffee has this
its old rich Italian taste which is its old process of preparation of coffee. This helps costa coffee
to retain its old customers and branding.
P2. Rationale for international market of costa coffee-
Rationale of international market is to assist and promote cultural and social exchange
among the nations and development of industrial and economic growth of international market.