A Case Study on Costa Coffee: Globalisation's Marketing Influences

This report delves into the multifaceted impacts of globalisation on Costa Coffee's marketing strategies. It begins with an introduction defining globalisation and its relevance to business expansion, particularly for multinational corporations like Costa Coffee, which operates in 31 countries. The report outlines project aims and objectives, focusing on determining the positive economic, cultural, and ethical impacts of globalisation on Costa Coffee's marketing functions. It then presents a project management plan addressing cost, scope, time, risk, and resources, followed by a Gantt chart and work breakdown structure to visualise project timelines and task organisation. The report further includes a discussion of qualitative and quantitative research methodologies used in the small-scale research, along with methods of data collection such as primary and secondary research. The study aims to analyse how globalisation influences marketing strategies, using Costa Coffee as a case study to understand its economic benefits, cultural adaptations, and ethical considerations in a global market. The report concludes with a summary of findings, recommendations, and a reflection on the research process.

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Table of Contents
INTRODUCTION...........................................................................................................................1
ACTIVITY 1....................................................................................................................................1
1. Project Aims and Objectives..............................................................................................1
2. Project Management Plan with respect to cost, scope, time, risk and resources................3
3. Gantt Chart and Work Breakdown Structure.....................................................................4
ACTIVITY 2....................................................................................................................................7
4. Small-scale Research using qualitative and quantitative research methodologies.............7
ACTIVITY 3..................................................................................................................................10
5. Research and data using appropriate tools and techniques..............................................10
6. Conclusion and Recommendation....................................................................................19
7. Reflection.........................................................................................................................19
.......................................................................................................................................................23

Topic: “To determine the positive economic, cultural and ethical impacts of globalisation on
marketing”. A Case study on Costa Coffee.
INTRODUCTION
Globalisation refers as an integration of economic activities that are performed
worldwide. Thus, it is a process of growing, developing and expanding business operations all
through the world with the help of technologies (Ali and Amin, 2014). In order to establish
companies it is crucial that a large amount of investment is done so as to match the economic
integration worldwide. For this assignment Costa Coffee is the company which is taken and
since the time it was founded they are operating its business worldwide and providing effective
services and facilities. Costa Coffee is operating its business in 31 countries and they their
revenues is around £1.167 billion. Present report will discuss about aims and objectives along
with the project management plan which will assist researcher in knowing different aspects such
as cost, resources, scope etc., Qualitative and quantitative method will be discussed so as to
analyse which is the best approach for executing this research and meeting aims and objectives.
Henceforth, on the basis of this a valid conclusion and recommendation will be evaluated.
ACTIVITY 1
1. Project Aims and Objectives
Globalisation, in this according to the current market situation has provided or made
thing available such as technologies across the globe. Thus, it can be said that globalisation is
proving opportunities to companies as they can now move from self-contained countries to more
integrated world. Therefore, most of the companies in order to globalise their business they are
changing their business strategy and making them according to current market situation. In
relation with business Globalisation can be further classified into two categories and these are
market globalisation and production globalisation. Common and bes example which can be taken
in this relation is Costa Coffee, as this cafe is spread all over the world and running successful as
well.
Other than economy, global market can have its impact on culture as well. People can get
to know new trends and activities which is going in the market. Therefore, globalisation can have
both positive and negative impact to the humanity. However, globalisation has provided great
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opportunities to companies but has changed thinking of people. Along with this, it has put an
impact on society and established a homogenized culture.
Background of the Project
In relation with economy, globalisation has improved and given economic freedom to
companies. It has provided a different platform for international trade and reduced barriers like
tariffs, export fees, capital and investment etc., Other than this, it has improved or accelerated the
processes of outsourcing and offshoring. Costa Coffee is a multinational company which is
operating its business worldwide and popularly known for giving best services and facilities to
its customers. With the help of this project, investigator will get to know about the positive,
economic, cultural and ethical impact of globalisation on marketing department of Costa Coffee.
Whether they are getting benefits from operating its business at global level. For instance: in
terms of cultural impact globalisation has enabled communication networks. As a result, it has
lead to development of lifestyles living in various parts of the world (Cavusgil and Knight,
2015).
Therefore, with the help of this assignment, investigator will get to know about whether
globalisation is influencing companies in changing their marketing strategies for operating its
business in an effective manner or not.
Aims: “To determine the positive economic, cultural and ethical impacts of globalisation on
marketing functions within the organisation”. A Case study on Costa Coffee.
Objectives:
 To investigate the concept of globalisation
 To identify the role of globalisation in developing marketing functions of Costa Coffee.
 To analyse the positive economic, cultural and ethical impacts of globalisation that
influence marketing function of Costa Coffee.
 To improve the market share by 15% within the duration of 6 months.
 To increase the sales and profitability from 15% to 20% within the time period of 1 year.
 To implement new and advanced technologies within 6 months in order to enhance the
quality of products.
 Secondary and primary data relating to impact of globalisation in case study of Costa
Coffee.
Research Questions:
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 What do you understand by the concept of globalisation?
 What is the role of globalisation in developing marketing functions of Costa Coffee?
 What are the positive economic, cultural and ethical impacts of globalisation that
influence marketing function of Costa Coffee?
2. Project Management Plan with respect to cost, scope, time, risk and resources
Project Management Plan:
A project management plan a formal document in which all the activities are included so
that project can be executed, monitored and controlled by the researcher. Main motive of a
Project Management Plan (PMP) is to develop a baseline for the actions that are to be performed
in order to meet targets and objectives of the business project. PMP includes several components
like scope, cost, resources, time and quality. Therefore, with the help of this, performance of
project is measured for instance: the growth in activities in comparison with Project management
plan. Henceforth, in order to develop a PMP, project manager spend a significant amount of time
so that effective outcomes can be gained (Daim and et. al., 2012). Furthermore, Project
Management Plan in context with cost, scope, time, risk and resources are explained below for
better understanding:
Cost: This category deals with the resources and amount of budget a company requires
for executing the plans in an effective manner. Therefore, while developing a project
management plan it is crucial that company have sufficient amount of money so that all action
can be conducted smoothly. Therefore, in relation with Costa Coffee, the amount of money
which will be needed for developing Coupon deal site.
Cost for developing a Coupon deal site
Scope: Every business for expanding its business look out for the scope so that firm can
maximise the profit. In context with Costa Coffee, as they are operating its business worldwide
and for this they are using various tools and technologies for connecting with its customer.
Furthermore, in relation with scope marketing department of Costa Coffee can use Coupon deal
sites for promoting their business activities. As it will enable company in attracting a large
number of customers towards them (Ferraro and Briody, 2013).
Time: Developing Coupon deal site, Costa Coffee will be required around 3 – 4 months,
other than this, 2-3 months will be needed for licensing process so that company cannot face any
issues while implementing the same.
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Risk: While operating a business there are many risk which can be faced by company
and the most common risk is insufficient amount of money. Some of the factors may include
sales volume, input cost, government policies and many more. Therefore, Costa Coffee should
identify and recognise the factors that can create risk for the company and its future activities.
Resources: In order to develop a Coupon based online sites there are various resources
which are required such as suitable software, best internet services so that they can revert to
customers in quick time and in an effective manner as well.
Therefore, all the elements that are mentioned above are necessary to be considered by
the marketing department of Costa Coffee, so that on the basis of this, effective strategies can be
developed which can further assist company in sustaining a better position in the market area.
3. Gantt Chart and Work Breakdown Structure
Work Breakdown Structure:
This is a process through which departments basically divide or break down the work in
smaller sections or segments. With the hep of this, task can be managed in an systematic and
effective way. Work Breakdown Structure is represented as a tree type structure which provides
proper information regarding what task or activity is to be performed first, second and
accordingly. Therefore, WBS chart is very useful in having proper knowledge about the time
duration as per the action to be performed. Moreover, Work Breakdown Structure divide top
level deliverable into sub-deliverables and so on based on the hierarchical form. Henceforth, it
can be said that Work Breakdown Structure assist company in different ways and most common
and effective is that it helps in preparing budgets and identifying risk which can arise while
operating business activities (Kim, Suresh and Kocabasoglu-Hillmer, 2013).
Gantt Chart:
This is a tool which is developed by a company in order to have a proper information
related to what task is to be performed at what time so that it can provide appropriate results
(Khilji, 2012). In this, work are basically represented in the form of vertical and horizontal axis
and it is furthermore, divided into specific time intervals. Therefore, it can be said that Gantt
Chart helps an organisation in performing their task in a systematic manner and if there is a
possibility than factors are not important can be avoided or may be delayed.
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ACTIVITY 2
4. Small-scale Research using qualitative and quantitative research methodologies
While conducting a research there are various methodologies which an investigator can
use for making the research more effective and reliable in nature. Globalisation has a great
impact on an organisation as it can influence positive economic, culture, and ethical
considerations. For instance: as globalisation provides a greater platform because of which
exchange of culture takes place within the organisation. Like wise Costa Coffee while
establishing its business might have to follow some norms, rules and regulations which can
consider in ethical impacts. Some of the methods which researcher can use are stated below for
better understanding:
Qualitative Research: This is an exploratory kind of research which is undertaken so as
to have a in-depth knowledge about related topic. For instance: with the help of qualitative
research investigator will get to know about the impact of globalisation on marketing business
function within the company (Qualitiatve research, 2018). While incorporating this approach
researcher uses unstructured questions which constitutes open ended questions. Qualitative
research can be conducted through interviews, surveys, observation etc.,
Quantitative Research: This approach is basically in a structured form which is further
used for determining conclusion and appropriate outcomes. Quantitative research approach is
generally use for collecting information from large number of people. In this, information which
are gathered are basically in numerical form which provides effective data about the views and
thoughts of respondents. Researcher can use this approach through online surveys,
questionnaires, mail etc., main advantage of this approach is that information that are gathered
can be represented in a graphical or table form because of which making interpretation is quite
easier (Quantitative research, 2018).
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Methods of Data Collection:
Primary Research: in order to collect data for the first time most of the researcher use
primary method of data collection because data which are gathered from this are not being used.
Thus, it assist investigator in making the researcher authentic in nature. In this, information are
gathered directly from respondents via questionnaire, methods of interview etc., Although it
helps researcher in getting appropriate information but it is time and cost consuming (Primary
research. 2018).
Secondary Research: With the help of this method of data collection researcher collects
information for having in-depth knowledge regarding a specific topic. Basically, secondary
research is adopted because it is less time and cost consuming. Books, magazines, journals are
the best sources for gathering information in limited time period.
Henceforth, Costa Coffee ion order to know the cultural and economic impact can use
both the method of data collection as primary method of data collection will provide authentic
information whereas secondary method will enable researcher in having proper knowledge
regarding globalisation.
Questionnaire
Q1) According to you does globalisation is providing a wider platform to companies?
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly Disagree
Q2) Does globalisation have an impact on marketing of Costa Coffee?
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly Disagree
Q3) According to you does culture and ethical factor are influencing marketing function of
Costa Coffee because of globalisation?
a) Strongly Agree
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b) Agree
c) Neutral
d) Disagree
e) Strongly Disagree
Q4) Does process of globalisation is providing benefits to Costa Coffee in increasing its
customer base?
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly Disagree
Q5) Does globalisation is assisting Costa Coffee in developing marketing functions?
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly Disagree
Q6) What are the major limitation which can be faced by Costa Coffee while doing marketing
function?
a) Increased competition
b) Environmental impact
c) Uncertainty
Q7) According to you what are the major resources which are needed by marketing function
for executing their business operations?
a) Financial resources
b) Human resources
c) Technical resources
Q8) Recommendations you want to give to Costa Coffee for improving its market share al
over the world?
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