Strategic Marketing Plan for Costa Coffee in Kenyan Market
VerifiedAdded on 2023/01/04
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AI Summary
This report provides a strategic marketing analysis for Costa Coffee's expansion into the Kenyan market. It begins with an introduction to strategic marketing and its importance in competitive environments. The report then delves into the adaptation and standardization of the marketing mix, focusing on product, price, place, and promotion strategies tailored for the Kenyan market. It explores the Customer-Based Brand Equity (CBBE) model, detailing brand identity, meaning, performance, imagery, and response, to build a strong brand presence. Furthermore, the report examines integrated communication mix and methods, including digital marketing, online platforms, and sponsorships. It also outlines methods to measure the success of the marketing efforts, such as sales targets and return on investment. The report concludes by emphasizing the importance of adapting international marketing strategies and utilizing a marketing mix approach to suit the specific market conditions in Kenya, supported by relevant references.
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