Strategic Analysis and Recommendations: Costa Coffee Report

This report provides a comprehensive strategic analysis of Costa Coffee, examining its corporate, business-level, and functional strategies. The report begins with an overview of Costa Coffee, tracing its history and development. It then delves into the company's strategic decisions, including differentiation strategies and market adaptation. The analysis explores how Costa Coffee implements strategies to achieve its goals and objectives. The report also discusses the importance of understanding the changing market and the company's contribution to the environment. The conclusion summarizes the key findings, highlighting the significance of corporate, business, and functional level strategies for the company's success. The report includes references to relevant literature.

Hospitality and tourism

TABLE OF CONTENTS
• Introduction
• Recommended future strategies
• Conclusion
• References

Introduction
Hospitality refers to the activities and services associated with taking care of the
guests or customers. Through the services of hospitality, a company can
provide the customers a long-lasting impression of being served and value for
money satisfaction.

Recommended future strategies
Costa Coffee is a coffee shops company that was founded by
the Costa brothers. As already mentioned, the company was
founded in 1971 in Britain by the Italian brother Bruno and
Sergio Costa. The initial business for the company was to
supply roasted coffee been in the British market.

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Corporate Level Strategy
The growth and success of every
business depends upon the
strategic management. It is
the strategic management that
defines the structure and
working of the company..

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Analysis of the strategic decision of Costa Coffee is the process of finding out the
efficiency with which the company have implemented corporate level strategies.
Started with the services of providing coffee beans to the local vendors in UK to
having more than 4000 coffeshops worldwide Costa coffee has made quite
significant growth in the 50 years of existence.

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A business strategy is defined by
which the organisation has use to
achieve its goals and objectives.
This can generally used to
achieve its long term business
planning. Although it is all about
how the peoples can act in the
whole organization and helps to
make the decision and put the
resources for obtaining the
objectives of the company.

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Differentiation Strategy: Costa
coffee being the world famous
brand is always in search of
providing something different
and unique to the customers in
order to continue to thrive with
the services. Costa Coffee in a
while comes up with the new
products and drinks that attract
the customers.

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Market these days is an everyday
changing market and in order to
continue the growth and achieve
success Costa Coffee must have
the understanding of this
changing market. In the
strategic term the company must
always accept the changes and
adapt to them accordingly.

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Contribution towards environment:
Costa Coffee has been actively
taking part in the contribution
towards the rainforest but there
has been a lack of relation with the
brand name and environmental
connection through the market
perception.

Conclusion
It is concluded from the report that the implementation of Corporate level
strategies a company can set the base of its objective and all the target area
and market it wants to deal in Business level strategies help the company
better its per venture performance as the strategies implemented here based
on the analysis of the local market. Functional level strategies help the
company in competing in the market and on the basis of this strategy a
company can make changes and plans that helps beat the competition for the
customer satisfaction.

REFERENCES
• Kumar, M., Tsolakis, N., Agarwal, A. and Srai, J.S., 2020. Developing
distributed manufacturing strategies from the perspective of a product-
process matrix. International Journal of Production Economics, 219, pp.1-
17.
• Law, R., and et. al., 2018. Systematic review of hospitality CRM
research. International Journal of Contemporary Hospitality Management.
• Law, R., and et. al., 2019. Progression and development of information and
communication technology research in hospitality and tourism. International
Journal of Contemporary Hospitality Management