This assignment provides a comprehensive analysis of Costa's marketing strategies, encompassing email marketing, mobile marketing, paid and organic search, and social media marketing, including influencer marketing. It explores the strengths and weaknesses of each approach, offering recommendations for improvement. The analysis delves into specific strategies such as leveraging customer reviews in email marketing, developing a mobile shopping application, and utilizing social media platforms like Instagram and Facebook for influencer marketing. Furthermore, the assignment examines the concepts of customer synergies, technographics, and the use of platforms like Yelp.com for local business reviews. The paper also covers the importance of employee expertise and well-being within the company's internal environment, offering a holistic view of Costa's marketing landscape and strategies for future growth. Additionally, the assignment includes a cost classification exercise, analyzing various expense items related to market research focus groups, categorizing them as direct/indirect and fixed/variable costs.