Marketing Report: Roles, Mix, and Strategy for Costa Coffee

This marketing report provides a comprehensive analysis of Costa Coffee's marketing strategies. It begins with an introduction to marketing principles and an overview of Costa Coffee's business. The report then delves into the key roles and responsibilities of the marketing function within the organization, exploring its relationship with other departments such as finance, HR, customer service, and production. The core of the report examines how Costa Coffee applies the marketing mix (product, price, place, and promotion) to its marketing planning and compares these strategies with those of competitors like Starbucks. The analysis includes market analysis, market segmentation, pricing strategies, distribution, and promotional activities. The report concludes with a summary of the key findings and recommendations for improving Costa Coffee's marketing performance. This report highlights the importance of marketing in achieving business objectives and maintaining a competitive advantage in the market. References are provided to support the analysis.

Marketing
Essential

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Key roles and responsibilities of the marketing function......................................................3
P2 Roles and responsibilities of marketing relate to wider organisational context....................5
TASK 2............................................................................................................................................6
P3 Compare ways in which different organisations apply marketing mix to marketing
planning to achieve business objectives......................................................................................6
TASK 3............................................................................................................................................9
Covered in PPT...........................................................................................................................9
CONCLUSION ...............................................................................................................................9
REFRENCES ................................................................................................................................10

INTRODUCTION
Marketing refers to activities which is conducted by a firm in order to conduct its
business functions appropriately for attaining goal as well as objectives. Through this business
process company able to develop as well as maintain proper relationship among employees,
employer and customers which help in satisfy customers which leads to increase in profitability
ratio and market shares (Baker, 2016). There are various other benefits of adopting effective
marketing such as leads to customer's satisfaction, advertise products and services, attract
customer and many more. Organisation selected for this assignment is Costa Coffee Shop Pls
which is founded in year 1971 by Bruno Costa and Sergio Costa. They offer they variety of
products such as coffee, tea, sandwiches, sweet snacks and iced drink at worldwide level. Its
headquarter is situated at Dunstable, England, United Kingdom. Topics covered in this report are
role and responsibilities of marketing functions and its interrelation with other departments of a
company. Along with this it will also include evaluation of market through marketing mix and in
order to know its effectiveness they will compare it with other competitive organization. This
will also discuss about marketing plan developed by respective company in order to launch new
product range in potential market place.
TASK 1
P1 Key roles and responsibilities of the marketing function
Marketing can be described as procedure or activities which has been undertaken by any
organisation in order to promote selling of product or services. It consist number of aspects such
as selling, advertising and delivering goods to customers or other business concerns accordingly.
However, marketing contains several tasks like conducting promotional activities in respect of
influencing people towards the brand in order to increase sales of business (Barrales, Martínez
and Gázquez, 2014). In context of Costa Coffee, they also use to carrying out more effective
promotional events for making people aware about brand and attract them towards products for
improving profitability of company.
Importance of marketing in Costa Coffee consist to boost up the gained income of this
organisation with the help of increasing number of customer for the brand. It contains the criteria
of conducting market research which provide support to determine strategies of competitive
firms and actual needs & wants of clients. Meanwhile, it is helpful to provide proper information

about product and brand to people which facilitate to influence them to become a regular
customer of Costa Coffee. Moreover, it is helpful to analyse actual demands of customers
according to which appropriate modifications can be done to achieve satisfaction of clients.
Marketing function can be defined as a duty hat provide support to determine and
source potentially successful products for marketplace. It includes number of functions of
marketing including market planning, exchange functions, product designing & development,
distribution, packaging, labelling & branding, customer support, risk raking, market information
and financing (Beck and Reichert, 2012). In context of Costa Coffee, they are required to focus
on these marketing functions in order to apply effective improvement in product and gain
competitive advantage. It will also facilitate to attain more profit share of market among all the
competitive companies.
Key marketing functions
Market analysis – This can be described as an important activity in which quantitative
and qualitative assessment of market trends conducted including size of market with various
customer segments. It also consist buying patterns & behaviour of people, competition level and
economic environment according to which appropriate decision can be established for welfare of
business. In context of Costa Coffee, they can conduct market analysis to determine their actual
competitors and desires of customers in order to fulfil them to increase goodwill of brand in
market.
Market segmentation – The market segmentation refers to the criterion of process for
dividing market of potential customers into groups or segment which is based on features of
them. In case of Costa Coffee, they should be conduct market segmentation as the major
percentage of profits will gathered by this group only and it is favourable to make pre
assumption of profitability before investment.
Pricing Distribution – This can be explained as to make decision about pricing
distribution which has been provided to vendors for conducting distribution of products to
retailers. Costa Coffee is required to focus on this pricing strategy as it is responsible for
achieving overall profitability by company because price for distribution is a kind of expense for
business (Bigat, 2012).
After sales service – The after sales service consist to deal with people who has nay kind
of complaints with the sold product. It is necessary for Costa coffee to focus on such problems

and put efforts to sort out them as ignoring this may responsible for reducing goodwill of brand
in market.
Roles & responsibilities of marketing function
Product & service management – Marketing function has a role to manage overall
aspects related to product or services in order to fulfil actual desires of customers properly. In
context of Costa Coffee, they are required to fulfil demands of customers by supplying product
in appropriate condition.
Promotional activities – Costa Coffee can conduct more effective promotional activities
in order to attract new customer along with retaining the current one which facilitate to increase
profitability of organisation.
Market research – In case of Costa Coffee, it is essential conduct marker research before
launching any new product and modified desires of people. It will helps to develop product by
implement appropriate changes to achieve satisfactsion of customer and their loyalty for brand.
Distribution – The distribution of products should be conducted on correct time with
desired quantity in market to retain people with Costa Coffee (Biggemann, 2012). However,
delayed distribution may influence people to switch the brand which is favourable for business.
P2 Roles and responsibilities of marketing relate to wider organisational context
Marketing is very important aspect for every organisation because it is responsible for
managing brand goodwill and profitability of company in market. It plays an important role to
support other operational department of business in order to complete targets in appropriate way.
Importance of marketing function is not only beneficial for business organisations but it
is also favourable for society and consumers. Initially, Costa Coffee cab be use marketing for
increasing their profits but it will facilitate to boost up standards of living of people in society
(Chang, Yu and Lu, 2015). However, it will provide employment opportunities to individuals
and maintain economic stability which is favourable for society. Moreover, it creates utility and
helps to gain satisfaction of people in terms of their actual needs & demands.
Structure and operation of the organisation
Finance department – Marketing department is helpful to provide information about
actual demands of products in market through which finance department to establish an effective
budget of manufacturing including other activities. In context of Costa Coffee, they can make
more accurate estimation of overall expense by help of gathered information through marketing.

HR department – The marketing department is connected to HR section because hey
gain more skilled and well experiences of employees for marketing from there in Costa Coffee.
However, HR department utilise a kind of marketing to place advertisement of vacancies to hire
best candidate of specific position in marketing administrative division.
Customer services – The customer are main focus of Costa Coffee because they are
responsible for increase and decrease in profitability. It consist to determine actual needs, wants
and demands of clients by marketing according to which accurate modifications can be made in
in product for achieving satisfaction of people (Constantinides, 2014). However, it involves to
deal with problems and issue which has been faced by consumers after purchasing the product to
maintain goodwill of brand amongst citizens.
Production department – The production departments refers to manufacturing area of
every company where the production activities are carrying out to produce desired units of
particular product. In case of Costa Coffee, marketing administrative division helps to provide
information about modified desires of people and ends of market to production section so that
they can manufacture desired products to fulfil actual requirements of clients.
TASK 2
P3 Compare ways in which different organisations apply marketing mix to marketing planning to
achieve business objectives
Marketing mix refers to procedure that a company will adopt for analysing its
competitive advancement. This will also help them in identify factors or elements which are
essential for attaining target of a firm. Through this company also able to develop strategies as
well as plans that help company in gaining competitive advancement at potential marketplace. In
marketing mix there are are major four P's are included i.e. products, price, place and promotion
and further it get enhanced through more 3 P's which are Physical evidences, process and peoples
(Du, 2015). This will also influence purchasing decision of a customers and it can be in negative
and positive manner. In respect of Costa Coffee Shop Pls they develop marketing mix for
evaluating effectiveness of their product which are going to launch as well as for this they
compare factors of marketing mix with its competitors, that are mentioned below:-
Basis Costa Coffee Shop Pls Star-bucks
Products The respective company offer Star-bucks offer large products

variety of products related to
Coffee. They are signifies for
their excellence, luxury and
perfection products at
worldwide level. They offer
wide products range of coffee
and snacks (Erevelles, Fukawa
and Swayne, 2016).
lines which attract customers
i.e. special coffees, tea, hot
chocolate, juices and
smoothies. Along with this
they also offer variety of
organic sandwiches, salads and
pastry. They offer high quality
products and services to their
customers.
Price Price of products which are
offer by respective company
are higher in comparison to
their competitors. But
customers like their products
due to quality of offerings.
Through their pricing strategy
respective company targeting
higher middle class peoples.
Whereas pricing strategy
which is adopted by respective
company is that they ask for
more price when they serve
more quantity of products
(Comparative Analysis of
Starbucks Vs Costa Coffee,
2019).
Place Respective company decide
their place to serve their
products through analysing
competitive edge, accessibility
and many more. Along with
this they also consider
inventory and transport
facilities while deciding place
to offer services.
Whereas place decide by
respective company is of high
quality as well as designed
furniture. They also offer free
WIFI to their customers and
staffs. Along with this
respective company also
provide children corner and
many more.
Promotion Brand name of respective
company is muster which
attract their potential
For promotion activities
respective company offer fair
trade and green coffee. They

customers at huge ratio. Their
most of the advertisement is
done through word of moth
method. Along with this
respective company adopt
various method such as digital
and social media.
also conduct charity functions
which attract customers. They
also adopt cross selling
method which promote their
brand name. More over they
also offer facility of ordering
coffee through online and
mobile application.
Physical Evidences The Costa Coffee Shop Pls
operating in 31 countries with
more than 3300 outlets and
form which 2100 are
established in United Kingdom
(Fan, Lau and Zhao, 2015). All
the products offer by
respective company are seems
as a physical evidence of
respective company.
According to resptive
company their physical
evidences are not mainly
focuses on design, logo, coffee
cup, napkins and many more.
They develop as well as
maintain effective
environment which encourage
customers to visit their cafe.
Process Process which are adopted by
respective company are very
attractive. In respect of this
they provide effective services
which make customers
comfortable. Along with this
after taking order they insure
that customers will get their
order in minimum time
duration.
Respective company adopt
effective procedure for
offering products to their
potential customers. They hire
appropriate numbers of
employees in order to maintain
effectiveness of their
workplace and deliver order at
minimum time (Finch, Nadeau
and O’Reilly, 2013).
Peoples The respective coffee house
effectively focus on their
There are approx 2, 40, 000
employees are working in

employees and customers.
Along with this they develop
their strategies and plans by
discussing with their staffs and
taking feedbacks from
customers.
respective company. Along
with this star-bucks
management provide equal
opportunities to their
employees.
There are some major similarity between Costa Coffee Shop Pls and Star bucks such as
both of them are operating their business in coffee cafe sector. Along with this both of them offer
same variety of snacks and coffee (French and Russell, 2015). Along with this both the
companies are operating its business at world wide level.
TASK 3
Covered in PPT
CONCLUSION
By evaluating and analysing above mentioned point it can conclude that for every
company marketing is necessary because by it they able to expand its business effectively for
attaining goal or target. Moreover through this company also able to develop guideline which
they have to follow in order to achieve their objective in effective manner for enhancing its
profitability ratio as well as market shares. Along with this for every organisation marketing
plays essential role and responsibilities which help them in achieving target. Respective
department is also interlinked with other departments of a company which help in conducting
work in effective manner. For a firm it is also necessary to analysis its competitive advancement
which can be identify through conducting or adopting marketing mix. In addition to this when an
organisation wants to expand its business they need to develop marketing plan. That will include
all the necessary information in order to introduce new products at marketplace.

REFRENCES
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Online
Comparative Analysis of Starbucks Vs Costa Coffee. 2019. [Online]. Available
through:<https://www.slideshare.net/shreyanshkejriwal/starbucks-40380786>.