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...Costa Coffee Analysis and Strategy – “The Sister Project” Contents 1. Introduction 4 2. External Analysis 4 2.1. Customer Analysis 4 Target Age Groups 4 Key Areas 5 2.2. Competitor Analysis 5 2.2.1. Direct Competitors: Leading coffee shop brands 6 Market Route 6 Independent Coffee Houses 7 2.2.2. Indirect Competitors 7 2.2.3. Key growth areas 8 2.3. Market Analysis 9 The market 9 Awareness of the market 9 Market drivers 9 Market barriers 10 Goods and services 10 Suppliers 10 Customers 10 SWOT analysis 10 Market Trends 11 Market Opportunities 12 2.4. Environmental Analysis 12 2.4.1. PESTEL Analysis 12 3. Internal Analysis 14 3.1 Strategies and Objectives 14 3.2. Brand Analysis 15 3.3. Business Portfolio Analysis – Services 16 3.4. Brand performance 17 3.5. Marketing and Communications 17 4. Key issues 18 4.1. Brand image 18 4.2. Differentiation 18 4.3. Clarity of message 19 5. Strategic positioning 19 “The Sister Project” 19 6. Bibliography 20 1. Introduction Costa is Britain’s leading coffee chain in a highly competitive and growing market. Despite a tough economic environment in Britain, the brand has managed to continue rapid expansion at home and in emerging economies abroad. The brand focus on the core product has been matched with portfolio expansion into new service areas. This report analyses Costa’s relationship to the existing coffee market, in order to look at some of the key...
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...2012 was a good year for U.K. coffee cafés. Among Leading 100 U.K. chains, the coffee café segment grew sales 12.2 percent, due largely to U.K.-based Costa Coffee (sales up 18.5 percent) and Starbucks (sales up 6.1 percent). Together, these two brands made up over 80 percent of coffee cafés sales within the Leading 100, while the remainder came from Caffe Nero, Wacky Warehouse (Corner Coffee) and AMT Coffee Bars. New players to the category, however, are expected to heat up competition. Harris + Hoole, a coffee shop concept backed by U.K. retail-giant Tesco, has opened seven stores since the start of the year (for a total of 17). The chain focuses on its independent look and feel, which changes based on location. Italy-based Lavazza announced its intentions of opening 50 Lavazza Espression shops across the U.K. by 2015. With four locations currently in the country, this upscale coffee café concept features a large selection of Lavazza espresso beverages, as well as a menu that was created through Lavazza’s partnerships with world-renowned chefs. The popularity of high quality coffee in the U.K. has also gotten the attention of brands in other categories. Wanting to take its own share of the market, KFC U.K. rolled out Lavazza coffee at its outlets nationwide earlier this year. Greggs, the U.K. brand known for its chain of bake shops, has launched a coffee shop concept called Greggs moment, which features fairtrade coffee and a selection of specialties from its bakery menu. ...
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...Internationalization of the Costa Coffee in China By Student’s Name Code+ course name Instructor’s Name University Name City, State Date Internationalization of the Costa Coffee in China Internationalization is a modern business trend that enterprises are using to enlarge their markets and therefore increase profits. It involves expanding the enterprises’ activities in foreign countries after a thorough market analysis. A company has to consider a number of factors before investing internationally. Barriers to trade have in the recent past decreased with many countries getting involved in economic integrations. Costa coffee is a UK company that has now expanded its activities in many foreign countries; China is one of the countries where it has been doing very well (Liberman 2013) Costa coffee moved to China in 2006 and since that time it has been doing very well, its aim is to make China the second biggest market of its coffee by ensuring that it takes a third of the total production. This may be achieved because since then there are already more than 250 stores of Costa coffee. The determinants of internationalization include the availability of a market, nature of competition, availability of willing local partners to do business with; local conditions such as the locals culture and beliefs (Clarence-Smith 2003) Availability of market for a particular product is mainly influenced by the population of a country, China is known for its high population...
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...Xavier Institute Of Management, Bhubaneswar | Content Analysis of Facebook Data Costa Coffee | Submitted to Prof. Sandip Anand | By | Rubinderjit Singh Randhawa | U112164 PGDM 2012-14 Marketing Management – III Date: 5th March, 2013 Xavier Institute of Management, Bhubaneswar Contents Introduction 3 Facebook Data for COSTA COFFEE 3 Summary 19 Overall Attitude towards Costa Coffee 19 Key Insights 20 Managerial Action Imperative 20 Introduction Consumers choose brands on basis of following benefits. These benefits may be either positive or negative. They can be further categorized as:- * Functional criteria or M1 e.g. Apple iPhone 5 have smooth finishing, slim (M1 +ve), Apple iPhone 5 aluminum back get scratch marks easily (M1 –ve) * Emotional criteria or M2 e.g. iPhone 5 is a status symbol (M2 +ve) Android users consider iPhone users as isheep (M2 –ve) * Social or M3 e.g. iPhone parts are ISO 14000 certified (environmental) (M3 +ve) iPhone parts are produced in factories where workers are forced to overtime (M3 –ve) Most brands have started using Social Media to reach their customers. These social platforms are also used by customers to provide their appreciation and criticism of the brand. The comments and feedback by the customers reflects their benefits being derived from the brand. By content analysis of the comments and feedbacks, we can classify...
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...Costa Coffee Factfile In 1971, two Italian brothers, Sergio and Bruno Costa, started a wholesale operation supplying roasted coffee to caterers and specialist Italian coffee shops. Seven years later, they opened their first London store and, by 2000, Costa Coffee was serving about 3.7 million cups a day. In 1995, Costa was acquired by hospitality company Whitbread and, in 2005, it was named the fastest-growing brand by research company YouGov. Costa Coffee now has more than 500 stores across the globe and operates franchises in Waterstones bookstores, WHSmith and Marriott Hotels. The HR function operates as a shared service with the Whitbread Centre for Excellence. Maria Horn, HR director, has a team of nine and reports to the managing director. The HR team is responsible for reward, employment policy, training and management development. It also oversees brand standards and internal communications. 'Team members' are paid above the minimum wage and there is a broad pay spectrum for store managers (known as 'team leaders'). Recruitment Costa uses a range of different recruitment methods, including window advertising, coffee mornings and word of mouth. Vacancies for the support centre and wholesale operation are advertised on the company website, and store managers are responsible for their own recruitment. Horn also tries to boost diversity levels by targeting specific markets. It does this by using job centres, but Horn admits the company could better synchronise the...
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...ČESKÁ ZEMĚDĚLSKÁ UNIVERZITA V PRAZE PROVOZNĚ EKONOMICKÁ FAKULTA VSRR Seminární práce na téma: Elektronická komunikace SSS s podnikateli, Datové schránky Vypracovaly: Vendula Jarolímková, Martina Cuřínová, Kateřina Novotná Středa 17:30 lichý Rok: 2011/2012 Obsah 1. Vlastní práce 1 1.1. Elektronické podání (e-podání) 1 1.1.1. Česká správa sociálního zabezpečení 1 1.1.2. Česká daňová správa 1 1.1.3. Zdravotní pojišťovny 1 1.1.4. Výhody elektronického podání. 2 1.1.5. Elektronická komunikace v podnikatelské praxi 2 1.1.6. Služby Ministerstva spravedlnosti 2 1.1.7. e-Podatelna 3 1.1.8. Povinnost e-Podatelny 3 1.2. Datové schránky 3 1.2.1. Historie datových schránek 4 1.2.2. Elektronický podpis 4 1.3. Fungování systému datové schránky 5 1.4. Právnická osoba a datové schránky 6 1.4.1. Způsob podání žádosti 6 1.4.2. Zřízení datové schránky 7 1.4.3. Náležitosti žádosti 7 1.4.4. Osoby oprávněné k přístupu do datové schránky 7 1.4.5. Přístupové údaje 8 1.4.6. Zpřístupnění datové schránky 9 1.4.7. Znepřístupnění datové schránky 9 1.4.8. Zrušení datové schránky 10 1.4.9. Doručování dokumentů orgánů veřejné moci prostřednictvím datové schránky 10 1.4.10. Provádění úkonů vůči orgánům veřejné moci prostřednictvím datové schránky 11 2. Závěr 12 3. Zdroje 13 Vlastní práce 1 Elektronické...
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...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...
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...• OB questions: 1-Define organizational behavior? Is the study and application of knowledge about how people, individuals, and groups act in organizations.. 2- What is the importance of OB studies? And what are its focal points? It is important for managers to understand organizational behaviors. It is important for them to understand because it allows them to have a better understanding and appreciation of the behavior of those around them. Focal Point: . Jobs . Work . Management . Human Performance . Employment turnover 3- Contributing discipline to the OB; draw diagram and explain each 4- What is personality? What are the personality approaches? Personality is the relatively stable set of psychological characteristics that influences the way an individual interacts with his or her environment and how he or she feels, thinks, and behaves. Personality Approaches: 1- The Dispositions Approach 2- The Situational Approach 3- The Interactionist Approach 5- What are the big 5 personality traits? 1- Extroversion 2- Agreeableness 3- Emotional stability 4- Openness to experience 5- Conscientiousness 6- What is locus of control? 1- Internal believe that opportunity to control their own behavior resides within themselves. 2- Externals believe that external forces determine their behavior...
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...How Costa Coffee would benefit and create additional value for their coffee store clients by using elements of Starbucks marketing strategy? Contents Introduction 3 Coffee Market in the UK 3 Market Leading Coffee Shops in the UK 4 Costa Coffee 4 Identifying competition 6 Starbucks 6 Conclusions 8 Recommendations 9 References 11 Appendix 1 13 Appendix 2 14 Appendix 3 15 Introduction Competitive marketing strategy is described by Kotler and Armstrong (2012) as a strategy which positions company against competition giving it the strongest possible strategic advantage. I have chosen Costa Coffee as it currently is the market leader in terms of most coffee retail outlets in the United Kingdom as demonstrated on appendix 1. Kotler and Armstrong (2012) point out that competitor analysis includes assessing competitions objectives, strategies, strengths and weaknesses, reaction patterns and selecting which competitors to attack or avoid. For he purposes of this assignment, I have identified competition based on the market share and customer view. Competitive marketing strategy is selected on the basis of it creating further value for the customer. Blythe (2009) concludes that competitive advantage is the outcome of effective...
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...1. The Company Costa Coffee is a specialist coffee shop concept that is part of Whitbread, a FTSE-listed British leisure company operating in UK. Costa Coffee has been growing in sales, profits and number of outlets in the past 4 years with 75%, 86% and 39% growth respectively. Table 1.1 Key Financial Ratios 2011-2015 (in GBP Millions) Ratio 2014/15 2013/14 2012/13 2011/12 Turnover 952 805 670 542 Profit (Loss) before Taxation 125 93 87 67 Profit Margin 0.13 0.12 0.13 0.12 Return on Capital Employed 44 35 34 32 Number of Stores 1931 1755 1578 1392 Employees 12645 11432 10031 8196 (Whitbread Annual Reports, 2011-2015) Graph 1.1 (Whitbread Annual Reports, 2011-2015) Competitive Environment UK coffee shop market will exceed 30,000 outlets and £15 billion turnover by 2025, driven by branded coffee chain expansion and non-specialist operator growth. Current market is valued at £7.9 billion (Allegra World Coffee Portal, 2015). Harris + Hoole has been ranked number one for coffee quality. Other players like Starbucks and Caffe’ Nero, food service chains like McDonalds, Subway, Pret a Manger and Paul all compete for the market share. Costa’s customers are mainly mature adults, students and professionals segmented to upper middle and the privileged class. The key challenges will be to retain the leading market share by changing the unique selling proposition of Costa. (Euromonitor International...
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...Costa Rica is a country in Central America that is south of Nicaragua and north of Panama. It has oceans to the both sides, to the west the Pacific Ocean and to the east the Caribbean Sea. September 18, 1502 Christopher Columbus, on his fourth and final voyage to the new world, claimed the land that is now Costa Rica. The Carib Indians were the tribe that occupied this land, but instead of fighting the Europeans the Caribs welcomed them with open arms. According to archeologists there is evidence that shows there was civilization in Costa Rica for about 10,000 years before Columbus. These peoples were the Carib that lived on the east coast and the Borucas, Chibchas, and Diquis that occupied the southwest. Under the Spanish rule the native...
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...Central American country of Costa Rica was first discovered by the famous explorer Christopher Columbus. He stumbled across it during his 4th voyage to the Americas in September of 1502. The name Costa Rica (rich cost) came given by another Spaniard, Gil Gonzalez Davila, because of all the gold the natives wore as jewelry. In 1821 Costa Rica and the rest of Central America rebelled against Spain. As a Central American country it is almost inevitable for Costa Rica to be involved in some kind of Civil War. In 1948, Costa Rica was involved in civil war. The civil war was started because of the turmoil because their leader, Calderon, was accused of stealing the election. They ant-calderonistas overthrew their government and restored Costa Rica to a rather peaceful state. Since then, costa rica hasn’t gone through much size change since it was established. Costa Rica has control over only nearby islands but has no Colonies. Since 1949, the Costa Rican Government style and structure has remained the same. It is now a Democratic Republic style of government with a multi-parties system structure. The Costa Rican Chief of State is President Luis Guillermo Solis. He obtained his power by election. The Mixed market economy of Costa Rica is has remained stable in recent years. The national currency of Costa Rica is Costa Rican the Colon. The exchange rater between the US Dollar and the Costa Rican Colon is 1USD/534.45CRC. This means the Colon is rather weak. Costa Rica’s top five exports...
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...Costa Rica is found in Central America, South of Nicaragua and Northwest of Panama. Costa Rica lies entirely in the tropical climate zone , but the climates changes during altitudes and coastal regions. The most of the population lives in mild climates in highlands. Temperatures in the Central Valley highlands average about 67℉ year-round. The capital of Costa Rica is San José. Their currency is the Coastal Region colon. In recorded history, Costa Rica was described by Spaniards as a contact area for merchants from the Mesoamerican trading empires and the Andean empire.Before the invasion of the Spaniards, Costa Rica contained about 28 separate, large clans, in nearly constant warfare. In 1502, Columbus discovered Costa Rica and Spanish settlements...
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...of coffee products. Founded in Turin in 1895 by Luigi Lavazza, it was initially run from a small grocery store at Via San Tommaso 10.[1] The business of Lavazza S.p.A. is currently administered by the third and fourth generation of the Lavazza family.[2][3] Lavazza imports coffee from around the world. Countries include Brazil and Colombia in South America, Guatemala, Costa Rica, and Honduras in Central America, Uganda in Africa, Indonesia and Vietnam in Asia and the United States and Mexico in North America. Sustainable production concerns have led the company to develop the ¡Tierra! project, a sustainable agriculture program in Honduras, Colombia, and Peru, that seeks to improve the quality of coffee as well as the environmental and working conditions of those communities.[4] Branded as "Italy's Favourite Coffee," the company claims that 16 out of the 20 million coffee purchasing families in Italy choose Lavazza.[2] Among its offerings today are products such as Top Class, Super Crema, Crema e Gusto, Grand'Espresso, and Dek (decaffeinated). Lavazza has four production facilities located in Italy, with seven subsidiaries around the world: France, Germany, Spain, United Kingdom, Portugal, Austria, and the United States. Lavazza distributes their products in eighty countries.[4] In 2008 Lavazza entered the Indian coffee market by buying out (in April 2007) the entire stake of the Chennai-based Sterling Infotech group, which owns the coffee chain The Barista Coffee and...
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