This presentation provides a comprehensive SOSTAC (Situation, Objectives, Strategy, Tactics, Action, Control) plan for Costa Coffee's expansion into Denmark, a market where it currently does not operate. The situation analysis includes a SWOT analysis and STP (Segmentation, Targeting, Positioning) to understand the market landscape. Objectives are defined using the SMART framework (Specific, Measurable, Achievable, Realistic, Time-bound), focusing on increasing market share and sales. The strategy section utilizes Porter's Generic Strategies (cost leadership, differentiation, focus) and Ansoff's Matrix (market development) to outline market entry modes, pricing, and positioning. Tactics cover the marketing mix (Place, Price, Product, Promotion), incorporating approaches like digital marketing and loyalty programs. The plan also addresses action steps and control measures for monitoring progress and ensuring success, incorporating PEST and Hofstede analysis to navigate the Danish market's political, economic, social, technological, and cultural nuances.
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