Marketing Essentials (Activity-2): Costa Coffee Report and Analysis

This report provides a comprehensive analysis of Costa Coffee's marketing strategies. It begins with an introduction to marketing and its role within an organization, followed by an overview of Costa Coffee's mission and goals. The report delves into the organizational context, exploring the relationship between marketing and departments like HR and Finance. A strategic marketing plan is presented, including a company overview, SWOT analysis, and marketing objectives. The marketing mix (product, price, place, promotion, people, process, and physical evidence) is examined in detail, alongside an STP (Segmentation, Targeting, Positioning) analysis. The report concludes with a summary of findings and recommendations for launching new products, including budget allocation. The report uses examples from Costa Coffee to illustrate key marketing concepts, providing a practical and insightful perspective on the company's marketing efforts.

Marketing Essentials
(Activity-2)

Content
• Introduction
• Role and responsibilities of marketing related to the wider
organisational context
• Mission and goals of organisation
• Strategic marketing plan
• Conclusion
• References

Introduction
Marketing is defined as the business activity which helps to promote
organisation activity for the purpose of achieving goals of an
organisation. Marketing includes number of work such as
promotion, selling and also delivering the product to customers. It is
necessary for each and every business organisation because it helps
to accomplish the mission and vision of a company. The
organisation which has been selected for this individual assignment
is Costa Coffee which was founded in the year 1971

Role and responsibilities of marketing
related to the wider organisational context
Marketing and human resource: In an organisation, HR department
has the huge responsibilities as they are the one who hire the new
employees as per the requirement of a company. In context of Costa
Coffee, their marketing team will need to do advertisement about the
requirement of new candidate in the company.

Continue...
Marketing & finance department: In company like Costa Coffee, their
finance department and HR department equal role for attaining the goals.
Firstly, their finance department will allocate the fund which is required
to do any of the work within the office premisses.
Marketing and Research & development department: It is said that
any of the company within the market are required to understand that
they need to update themselves in every short period of time

Mission and goals of organisation
Mission: The main mission of Costa Coffee is to cover larger section
of the market by providing mediocre coffee to each and every
customers.
Vision: The vision which Costa Coffee is looking for is that they want
to be renounce in the world as one of the best industry in the world.

Background of Costa Coffee
Costa Coffee is a coffee house chain which was founded in 1971 by
Bruno Costa, Sergio Costa. Company headquartered in Dunstable,
England, United Kingdom. Company mainly specialise in offering of
coffee, sandwiches, tea, iced drinks and sweet snacks. Costa Coffee uses
different strategies in order to attract large number of customers by
giving better quality in its products and services at affordable cost.
Unique selling preposition of Costa Coffee is popular British coffee
brand now going internationally with innovative products.

Strategic marketing plan
It is explained as the plans and policies which are prepared by business
organisation in which different things are mentioned such as
strategies, plans and more. It helps company to accomplish there
goal in specific time period.

Company overview
Costa Coffee is one of the largest
company which works as the coffee
house chain. It is one of the
subsidiary of Coca Cola. It is the
famous for delivering better services
in the world. They have been
planning to introduce Chocolate
coffee with Butter as customers was
wanting some new products

SWOT Analysis
Strengths Weaknesses
Goodwill of the Costa Coffee is
helping them to achieve success.
Costa Coffee is unable to delivery
their product and services and
lower price.
Opportunities Threats
They have the opportunity to
expand their business in Asian
countries as well.
If products like Chocolate Coffee
with Butter will not be
successful then company will
have to suffer.

Objectives
Marketing objective of a
company is to attract new
customers towards
company who likes to
change their preferences on
every short period of time.

Marketing mix
Product
Costa coffee offers different varieties and flavours such as cappuccino,
latte, americano, Mocha, expresso etc. Now a company wants to
launch chocolate coffee with butter product.
Price
The price of new variety of product is premium based because of its
brand value and superior quality of products as well as high class of
potential customers.