This report provides a strategic marketing analysis for Costa Coffee's planned expansion into the Kenyan market. It begins with an executive summary and introduction outlining the importance of strategic marketing for business growth and market entry. The report delves into the adaptation and standardization of the marketing mix's 7 Ps (Product, Price, Place, Promotion, People, Process, and Physical Evidence) to determine the most effective approach for the Kenyan market. The report then examines the Customer-Based Brand Equity (CBBE) model, including brand identity, meaning, response, and resonance, to build a strong brand image and customer relationships. Furthermore, it explores integrated marketing communication methods such as digital marketing, online platforms, and sponsorship to effectively reach and engage the target audience. Finally, the report discusses methods for measuring the success of the marketing strategies, emphasizing the importance of profitability and customer satisfaction. The report recommends adaptation strategies, particularly for product, people, process and physical evidence while suggesting standardization for promotion, to create a successful market entry and establish a strong brand presence in Kenya.