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Unit 3 – P1 Task

Marketing
The definition of marketing is such that it is everything a person does in order for ones product to be noticed by a customer. The two main segments of marketing are advertising and promotion. Marketing consists of four terms – Product, Price, Placement and Promotion.

Costa’s mission statement
‘To save the world from mediocre coffee’

Business Objectives
One of Costa’s main business objectives is to double their UK stores by next year. Another of their objectives is to give 15,000 children in coffee growing countries access to education by the end of 2013. Marketing heavily will affect the way in which the products are sold because if Costa emphasise the fact that they wish to help out the coffee growers then the customers may feel touched and then feel they may want to help.

The Ansoff Matrix Market Penetration - When companies enter existing markets with existing products. This increases a company’s share in a market by raising customer awareness of their products or services. Product Development - Companies develop new products and sell to existing markets. Companies may achieve this with the use of customer loyalty. A customer who already buys a product from that company may be open to buying a new product from that same company as they expect the new product to be just as good or even better. Market Development – Companies develop existing products and sell into new markets. If a product is a success in a certain market then a company often branches out to new markets to increase sales and popularity of that product. Diversification – An organisation that introduces new products into new markets.

Costa’s Use of Growth Strategies Market Penetration – Costa developed an advertising campaign for its