Individual Report: Costa Coffee Marketing Analysis and Strategies

This report provides a comprehensive analysis of Costa Coffee's marketing strategies. It begins with an introduction to the concept of marketing, highlighting current and future trends, and then explores various marketing processes, including market analysis, target market selection, and marketing mix development. The report delves into the roles and responsibilities of the marketing function within Costa Coffee, emphasizing its influence on other functional departments and its overall value. A detailed examination of the marketing mix (7Ps) is presented, comparing Costa Coffee's approach with that of Starbucks. The conclusion emphasizes the importance of effective interrelation between different functional departments. The report also includes an activity covering an individual presentation and references used for the analysis, offering a complete overview of Costa Coffee's marketing efforts.

Hospitality Marketing
Essential

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1: INDIVIDUAL REPORT.................................................................................................1
Concept of marketing, including current and future trends ...................................................1
Different marketing processes................................................................................................1
Role and responsibilities of marketing function ....................................................................2
Marketing influences and interrelates with other functional departments of organization....3
Value and importance of marketing role................................................................................3
Marketing mix 7P's.................................................................................................................3
Conclusion based on critical analysis of significance effective interrelation within different
functional departments...........................................................................................................5
ACTIVITY 2: IDIVIDUAL PRESENTATION .............................................................................5
Covered in PPT.......................................................................................................................5
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................7

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. Headquarter of the office is located in Dunstable, Bedfordshire,
UK. It has been operating in different part of the world. Here in this project various topics will be
covered such as concept of marketing, various types of marketing process, roles and
responsibilities of marketing. Also, marketing mix will helps to understand every single
marketing activity of Costa coffee.
TASK 1: INDIVIDUAL REPORT
Concept of marketing, including current and future trends
Marketing is business activity which holds the important department within the
organisation and helps to achieve the target which company want to attain. The main help which
company gets with the help of marketing is that they directly attracts customers and even develop
relationship with them due to which sales can be increased. Below, there is the discussion about
current and future trends:
Current Marketing trends: It is defined as the trend which is being mostly liked by each
and every customers who are connected with organisation. Here, improved products are presents
based on the reviews collected for past trends (Blythe and Martin, 2019). For example: Before,
there was the trend that advertisement used to be done on radio, newspaper etc., but current
trends says that television, social networking sites are mostly used in it.
Future marketing trends: It is the market of trends and new technology where
customers wants changes in every short period. It is expected that future marketing will be
completely based on artificial intelligence where chances of errors are very less and attracting
new customers is very easy (Soe, Moritaka and Fukuda, 2015).
Different marketing processes
In present situation, it is important for every business organisation that they must analysis
about the market that how it is performing and out of it, company is required to find opportunities
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for themselves. Here, company can look for additional opportunities with the help of selected
target market, development of marketing mix. Detail information about these opportunities are
explained below:
 Analysis of opportunities in market: It is important for company at first stage to
identify about the opportunities available for them in market. For the purpose of analysing
market situation, Costa Coffee can easily take the help of marketing information system
because it will help them to collect all of the relevant information about the market.
 Selection of target market: Here, organisation like Costa Coffee is required to
understand that to whom they are required to target for accomplishing their goal (Blythe,
2012). This will give the base to advertisement team that to whom they are required to
focus more for enhancing the sale.
 Development of marketing mix: After the selection of all of the strategies it becomes
important of Costa Coffee that they must initiate their planning with the help of marketing
mix as it helps to obtain better outcomes.
 Management of marketing efforts: It is the action phase where company is required to
understand that what the suitable marketing mix for the purpose of targeting the
customers.
Role and responsibilities of marketing function
In any of the organisation, marketing team has the huge job and responsibilities for the
purpose of attaining the goal of a company. If company wants to sustain for longer period of time
within the market then they are required take the help of each and every department. For
company like Costa Coffee, roles and responsibilities of marketing department are discussed
below:
Define strategic marketing plan: It is understood strategies and plans which are formed
by the marketing department of a company. In context of Costa Coffee, they will be able to take
additional advantage in the market if they can be able to execute the marketing plans as the can
easily help to divided the role and responsibilities of every department of a company (Desai,
2013). This will directly increase the chances of Costa Coffee to obtain their predetermined
goals.
Monitoring of Marketing Strategies: Marketing team is formed with the company to
watch that how market is performing and how things are changing in a rapid speed. Here, team of
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Costa Coffee will watch that what are the necessary things where improvement should be done,
secondly what their rivalries firm are doing. This are the things which will enhance the
confidence level of company for achieving the goals.
Marketing influences and interrelates with other functional departments of organization
Marketing team has the huge responsibilities in any of the company because they are the
one who built connects with other department as well as customers. Marketing team of Costa
Coffee has got the responsibilities to give all of the relevant information to other department so
that they can plan according to that for achieving the goals of a company. The main benefit of
interrelationships is that decision making ability will be improved, unnecessary expenses will
also decrease in this situation and chances of attracting new customers will be high. But, there are
some of the negative impact to such as decision making process will be lengthy, some of the
department will have to depend upon other functional department which can create issues in
some of the cases (Hsu, 2011).
Value and importance of marketing role
Company like Costa Coffee have divided number of department but all of them have equal
attaining the goals of a company. But , marketing department has to play the major role in it
because they are needed to understand about the situation and according to that they promote the
product of a company. With the help of their promotional work, customers can be easily attracted
towards the company. They also help other department such as help to hire employees for HR
department, does research on specific topic given by research and development department.
Marketing mix 7P's
Marketing mix is explained as marketing strategies which company uses to promote there
products for enhancing the overall sale (Marketing Mix, 2017). Here, Costa coffee whenever uses
marketing mix, they takes the help rivalries firm for comparison. Below, comparison between
Costa Coffee and Starbucks have been mentioned below:
Basis Costa Coffee Starbucks
Product The major products which
company distributes within the
market is Coffee. In this, they
gives number of varieties due
Starbucks is one of the reputed
company which gives different
products to their customers
such as food and various types
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to which customers are
attracted towards the company.
In addition, Costa Coffee also
manufactures some of the fruit
drinks products (Jena, 2017).
of drinks products. Mainly
people visit within Starbucks
to have a coffee named as
brewed coffee as it is must try
product of a company.
Price The quality of services which
they delivers within the market
is of high so by looking at this
company believes on premium
pricing policy.
They uses different strategies
where they charges premium
pricing for their product but
there are some of the branches
in which they do not charges
higher amount of money to
maintain competition in the
market.
Place They mainly sell their products
in the area where more number
people gathers such as
shopping centres, international
airports etc.
They believe in selling their
products through their own
stores which they have
commenced in different area.
Promotion The main source of their
advertisement is social media,
advertisement board and many
more.
As each and every information
about their products in
mentioned within their website
so mainly they focus to do
advertisement through digital
marketing. Secondly they takes
the help of social media
networking as well (Joshi,
2012).
Process The process which is used by
company for proving service is
setting arrangement in their
As there is the policy of giving
loyalty cards to those
employees who perform for the
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stores. Even they mainly
delivers the services to
customers as soon as possible
for them.
betterment of company. This
directly helps them to connect
more number of customers
towards the company.
People The main people whom they
focuses the more is their
employees and customers.
They have built the concept
that both should be treat in
finest way so that company
can survive for longer period
of time within the market
(Lipsman, Mudd, Rich and
Bruich, 2012).
The main focus that company
gives is that how they can give
best facilities to their
customers who visits the
stores.
Physical evidence The physical evidence which
company have is their outlets
and the products which they
gives to their customers.
Stores of a company, the mug
in which they write the name
and also the product of a
company which they serves to
customers are physical
evidences of a company.
Conclusion based on critical analysis of significance effective interrelation within different
functional departments
From the above discussed question, it is clear that marketing department has the relation
with other department and that relation helps to deal within different situations. While talking
about Costa Coffee, their marketing team have developed the relations with other department
which has been helping them to hire the right candidate for company, reducing the cost of
operational department (Ragas and Culp, 2017). In short, strong relationship between different
department has been helping them to accomplish the goals and targets which they wants to
achieve.
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ACTIVITY 2: IDIVIDUAL PRESENTATION
Covered in PPT
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CONCLUSION
It has been concluded from the above report that marketing is essential for business
success. In consideration of several functions company can lead in the market by taking a
competitive advantages. Apart from this marketing concepts, plan as well as marketing mix has
been determined to launch new products or services in the marketplace and lead market position.
Also make a new plan to introduced new products along with the estimation budget for successful
and effective launching.
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