Marketing Strategies and Analysis for Costa Coffee in Romania

This report provides a comprehensive analysis of Costa Coffee's marketing strategies, focusing on its potential entry into the Romanian market. The report begins with an overview of marketing strategies, including the micro-environmental factors that influence Costa's market entry. It then delves into various entry methods the company can employ, followed by a detailed examination of market segmentation and targeting strategies. Finally, the report explores Porter's generic strategies, offering insights into how Costa can effectively manage competition in the Romanian market. The report also includes an analysis of marketing mix, brand equity, and marketing communication tools, concluding with recommendations for improving Costa's marketing efforts in Romania and a discussion on measuring marketing success.

STRATEGIC MANAGEMENT

Table of Content
 Introduction
 Marketing Mix
 Customer based Brand Equity Model
 integrated Marketing Communication
 Methods of measure effectiveness of Marketing Policy and
 Recommendations
 Conclusion
 References

INTRODUCTION
 This presentation is providing brief of marketing mix used by organization to
improve the marketing action of Costa Coffee multinational chain.
 Integration marketing is also explained in presentation.
 Different methods to measure the success of marketing policy in Romania are
included in presentation.

Marketing Mix
There are different factors are considered by organization to improve the performance of marketing department. By
improving following methods Costa Coffee can improve its annual revenue.
 Product
 Prise
 Place
 Promotion
 People
 Physical Environment
 Process
By considering this factors Business of Costa Coffee Can be improved in Romania.

Keller brand equity model is used to evaluate the customer point of view to
improve brand value of Costa Coffee shop chain.
There are four levels of equity model are presented in model.
Brand Identity
Brand Meaning
Brand Response
Brand Resonance
This all factors can improve the brand value of Costa Coffee in local area of
Romania.
Customer Based Brand Equity Model

Integrated Marketing
Communication
 This method is used by organization to perform marketing action with higher efficiency in market
place to improve business of company

Effective Marketing
Communication Tools
 Advertisement
 Sales Promotion
 Public Relation
 Personal Selling

Measurement Methods to
Calculate Success of Organization.
Tools used by Costa Coffee are-
 Return of Investment
 Cost Per Win
 Cost Per Lead
 Conversion Rate
 Increment In Sales

Recommendation
Company can use different Information system to improve evaluation process.
Artificial Intelligence can be used to get market research to plan better marketing policy in Romania.

This presentation is concluding effective marketing policy
for business of Costa Coffee in Romania. Different factors
of marketing and brand equity model is explained as per
the view of Customer perspective.
Conclusion

 Thrassou, A., Vrontis, D. and Bresciani, S., 2018. The Agile Innovation
Pendulum: A strategic marketing multicultural model for family
businesses. International Studies of Management & Organization.
48(1). pp.105-120.
West, D.C., Ford, J. and Ibrahim, E., 2015. Strategic marketing:
creating competitive advantage. Oxford University Press, USA.
REFERENCES

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