...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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...strategies of marketing for each of the business differ from one to another, each have different approach and ways of marketing their products or services to suit their target market at the best possible way for example: Costa Costa is a well-known coffee chain organisation, with partnership in over 29 countries around the world. This organisation is so recognisable with the use of their red colour and large bold letter of the organisation on their products and shops. This is a very smart way of marketing their brand as their logo is easy to identify as when they’re appearing with customer who bought the products, this means that they’re using the public to advertise for them as that customer is holding their logo around. This method of promotion is called “Public relations” because it’s involve around using public to market for instance, people would immediately know that costa is located nearby as they’ve seen people walking around with it, which could potentially attract that person to visit the store. This way of communication toward the public member is linked to “AIDA” as their logo attract other customer attention, which then lead to gaining their interest, and then potentially the desire to purchase a product from the store due to appearance and smell, which then leading that customer into taking action. This way of marketing helps reduce their budgeting immensely simply because it’s free and fast whereas, if they were to do an advertisement on television it would require...
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...City college international faculty of university of sheffield 2013 STARBUCKS COFFEE STRATEGIC PLAN MODULE TITLE: Business Strategy Executive Summary The main purpose of the current paper was to develop strategic plan for Starbucks for the future and to analyze the alternative strategic directions compared with the existing strategy. The paper starts with brief description of the company profile and the product line that company successfully offers during their operations history. The second part of the strategic plan analyzes the external environment of the company by analyzing the industry current situation. From the Five forces model we able to move on to ascertain that the industry generally is attractive that lead to a growth of strategy. The external environment analysis identify that company faces a strong competition from competitors from other industries like case of McDonalds and Dunkin Donuts. Also, from the external analysis was identified the success factors of Starbucks that led them to leading position in the industry. The drivers of change are describing the external environment in which the company operates and to which factors company need to pay attention for the future avoidance of challenges. The third section of the assignment analyzes the internal environment of the company there is given high attraction to SWOT analysis in order to understand the company’s opportunities for growth and strengths that could increase the strategy’s success and...
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...on hiring corporate teams consisting of marketing specialists who are locals to the specific countries to facilitate expansion. • With plans to add much bigger seating areas, serving food on ceramic dishes, and allowing customers to enjoy free Wi-Fi, Dunkin’ will create a café-like atmosphere that will add to customers’ leisure. • Dunkin’ is budgeting itself by opening fewer stores in major cities where the rent would cost an abundance. • As European habits change, interest in an American-style coffee and doughnut experience has increased which has been overpowering the typical “tea party”. • Dunkin’ faces competition from coffee shops such as Starbucks and Krispy Kreme Doughnuts, as well as U.K. based coffee shops such as Café Nero, Costa Coffee, and Dum Dum Donutterie. Section II- Case Analysis In 2013, Dunkin’ Donuts, one of the world’s leading coffee and baked goods chains, announced that it had signed agreements with two franchise groups to begin developing Dunkin’ Donuts restaurants in the United Kingdom (dunkindonuts.com). Since its beginnings in 1950, Dunkin’ Donuts has opened 18,000 stores in 60 different countries and has a recorded revenue of about 9.3 billion dollars. Since 2012, Dunkin Donuts has been ready to return to the...
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...Starbucks SWOT Analysis 2016 I. VMO/History Name | Starbucks Corporation | Industries Served | Restaurants (Coffeehouses) | Geographic areas served | Worldwide (23,043 coffeehouses in more than 68 countries) | Headquarters | Seattle, Washington, United States | Current CEO | Howard Schultz | Revenue | US$19.163 billion (2015) 16.5% increase over US$16.448 billion (2014) | Profit | US$2.757 billion (2015) 33.3% increase over US$2.068 billion (2014) | Employees | 238,000 (2015) | Main Competitors | Caribou Coffee Company, Costa Coffee, Dunkin Brands Group, Inc., Green Mountain Coffee Roasters, McDonalds Corporation, Nestle S.A, and many other Restaurants and Coffee Houses. | II. Introduction The Starbucks Company was founded in Seattle in 1971 by Jerry Baldwin, Gordon Bowker and Zev Seigel with a vision to educate American consumers about the fine coffee drinking experience. In 1987 Howard Schultz took over the Starbucks Group, he wanted to create the Italian espresso bar experience in America by creating a personal relationship between the customers and their coffee. Just within a couple of years they grew from a small coffee business house to a multi-million dollar player in the industry by buying only the best coffee available and providing the people with an unmatched store experience. As standing, Starbucks is number one in the specialty coffee industry, with more than 12,000 shops in more than 35 countries...
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...- Geographic -Demographic -Psychographic -Behavioural There are different kinds of variable which are used for segmentation: -Demographic – to this belong: gender, income, education, location, and family size, ethnic. -Behaviour – some customers are “brand loyal”- customers stay with the brand they are stick to. Some consumers are “heavy” users while other are “light” users. Targeting evaluate the attractiveness of each segment. Defending a target market requires market segmentation, “the process of pulling apart the entire market as a whole and separating it into manageable, disparate units based on demographics”. To the target marketing belongs to break a market into segments. Target marketing makes the promotion, pricing and distribution of the products or services. Target marketing provides a focus to all marketing activities. Market targeting...
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...Starbucks Corporation Company Profile 12/15/2011 Company Overview: Starbucks Corporation is a premier roaster and retailer of specialty coffee. The company operates in the US, Asia Pacific, the Europe Middle East Africa (EMEA) region, and Latin America. Starbucks is headquartered in Seattle, Washington and employs 137,000 people. The company recorded revenues of $10,707.4 million during the financial year ended September 2010* (FY2010), an increase of 9.5% over FY2009. The operating profit of the company was $1,419.4 million in FY2010 compared to an operating profit of $562 million in FY2009. The net profit was $945.6 million in FY2010 compared to a net profit of $390.8 million in FY2009. *Starbucks's financial year ends on the Sunday closest to September 30. The financial year ended October 3, 2010 was a 53-week period whereas the financial year ended September 27, 2009 was a 52-week period. Key Facts: 2401 Utah Avenue South, Seattle, Washington 98134, USA T: 1 206 447 1575 www.starbucks.com * NASDAQ National Market Ticker: SBUX * No. of Employees: 137,000 * Turnover (US$ Mn): 10,707.4 * Financial Year End: September Mission: To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time. Vision: We are committed to doing business responsibly and conducting ourselves in ways that earn the trust and respect of our customers, partners and neighbors. Business description: Starbucks Corporation...
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...Internal and external factors affecting Starbucks Founded in 1985, Starbucks is one of the largest coffeehouse companies in the world with over 16,000 stores in 50 countries. This report evaluates major internal and external factors affecting Starbucks using various analytical techniques. Based on the Starbucks brand in UK, it identifies suitable marketing strategies for Starbucks to expand its business in the UK market within the next two years. In line with the chosen marketing strategies, recommendations for the marketing mix are discussed. Founded in 1985, Starbucks is one of the largest coffeehouse companies in the world, with over 16,000 stores in 50 countries (Starbucks Annual Report, 2009, p. 1). Starbucks sells high-quality whole coffee beans along with fresh, rich-brewed coffees, cold blended beverages, a variety of complimentary foods, coffee related accessories and a selection of premium teas primarily through Company-operated retail stores (Starbucks Annual Report, 2009, p. 1). In May 1998, Starbucks successfully entered the European market through its acquisition of 65 Seattle Coffee Company stores in the UK (Starbucks, 2009). In 1998, since opening its first UK store in London, Starbucks has been growing rapidly at a steady rate with over 660 stores opened by the end of 2009 (Starbucks Annual Report, 2009, p. 3). This report aims to evaluate major internal and external factors affecting Starbucks using different environmental analysis methods such as SWOT analysis...
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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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...Executive Summary In this report, the author vigorously focuses on giving the marketing concepts and theories and all these marketing concepts will be applicable for the Nespresso Company for which the author has just been hired as the Marketing Consultant. With a view to strengthening the marketing activities of the company as well as developing the brand for the company, the author has to have an insight into the segmentation including the customer segmentation and market segmentation that the company wants to target. In addition, the author also has to attach much importance to analyzing the microenvironment and macro environment in which the company is operating in. In addition, the author also mentions the positioning of the company in the market and suggests the application and development of a marketing mix strategy with a view to develop the company’s brand and image in the market. Introduction Nespresso Company has been considered a famous and prestigious coffee provider across the globe with the strong business presence in many countries world-wide. Nespresso has been the pioneering coffee provider in European market during the last 25 years. Nespresso aimed at expanding its market share to the American market by penetrating the market with the initiatives and changes in the coffee drinking habits, creating a premium large-cup coffee market in North America. The author has just been pooled as the Marketing Consultant of Nespresso Company. The biggest task of the...
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...consumer-driven N.P.D | Focus | A niche market strategy is not suitable; focus is on mass market & intense penetration with diversification of products/services | Cost Leadership | Low prices is not congruent to the Brand Values of Starbuck’s - Premium price for high quality products & customer service/experience | Fig 3. Porter’s 5 Forces - Market Attractiveness – 60% of consumers have not altered coffee habits in recession Competitive Rivalry Mature & Fierce * Branded coffee shops focus on premiumisation & quality of services - Barista expertise to emphasise their ‘added value’ * Independents have flexibility and are as present as Branded * Market dominated by a Large Global companies: Starbucks, Costa, Caffe Nero, Caffe Ritazza and a large number of independents * Non-specialists – McDonalds - attracting new customers through coffee moments – top coffee seller in the UK & Greggs – a low-cost alternative | Bargaining Power of Suppliers * Strong ethical ‘Fairtrade’ stance...
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...Note: Solve any 4 Case Study’s CASE: I Managing the Guinness brand in the face of consumers’ changing tastes 1997 saw the US$19 billion merger of Guinness and GrandMet to form Diageo, the world’s largest drinks company. Guinness was the group’s top-selling beverage after Smirnoff vodka, and the group’s third most profitable brand, with an estimated global value of US$1.2 billion. More than 10 million glasses of the popular stout were sold every day, predominantly in Guinness’s top markets: respectively, the UK, Ireland, Nigeria, the USA and Cameroon. However, the famous dark stout with the white, creamy head was causing some strategic concerns for Diageo. In 1999, for the first time in the 241-year of Guinness, sales fell. In early 2002 Diageo CEO Paul Walsh announced to the group’s concerned shareholders that global volume growth of Guinness was down 4 per cent in the last six months of 2001 and, more alarmingly, sales were also down 4 per cent in its home market, Ireland. How should Diageo address falling sales in the centuries-old brand shrouded in Irish mystique and tradition? The changing face of the Irish beer market The Irish were very fond of beer and even fonder of Guinness. With close to 200 litres per capita drunk each year—the equivalent of one pint per person per day—Ireland ranked top in worldwide per capita beer consumption, ahead of the Czech Republic and Germany. Beer accounted for two-thirds of all alcohol bought in Ireland in 2001. Stout led the...
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...Assignment 4 Original IMC Plan Integrated Marketing Communication (MBA 570) Zaved Mannan D-6 Tower Bhaban, Fuller Road Dhaka University Campus Dhaka 1000 Bangladesh Student ID: 11320053 Date: 12.10.2011 Charles Sturt University Australia Executive Summery Coffee World is Swiss based global premium coffee chain and like to expand its business in Spain. Marketers have prepared an original IMC plan based on zero-based planning model. Target markets are mainly tourists (40%), professional (30%), students (20%) and others (10%). This report has analyzed critically Company’s strengths, weaknesses, opportunities and threats in Spain market. Communication objectives can be based on think-feel-do model. Coffee World’s behavioral communication is to offer best product and service to the customer. Marketers will use various MC tools to crack the Spanish market. Campaign message will be “Where The World Meets!” Marketers will use ‘demonstration’ and ‘humor’ strategy to run IMC plan. A detailed IMC plan for Coffee World is discussed in this report. The report will evaluate the effectiveness of proposed IMC plan. Table of Contents Introduction 4 Zero Based Planning 4 Identify Target Market 5 SWOT Analysis 6 Marketing Communication Objectives 8 Developing Strategies & Tactics 10 Integrated Marketing Communication 12 Evaluation Effectiveness 15 Conclusion 15 Appendix 16 References ...
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...| Business Strategy | Assignement | 24/05/2010 | | | | “Making your organisation fit for purpose” Starbucks Coffe Company is the world leading brand in roasting and distributing coffee. The company owns now more than 15 000 coffee shops around the globe: it is settled in North America, Latin America, Europe, Middle-East and Asia. The diversity and depth of its offer (from smooth to extra roasted coffee, African, Arabian or Latin, and all the muffins, cookies and sandwiches) allow them to count on an international exposure that has last for many years. Still, their business tends to be flattening. And the number of competitors in their core-business market, even if the competition stays way back them, is growing constantly. Considering these facts, the objective of Starbucks is to strengthen its leadership on the market. We were then approached by Starbucks in this particular goal. In this folder, you will find an entire analysis of the external environment of Starbucks Coffee Company: the macro-environment, the competitors and market and the stakeholders’ expectations will lead to being aware of opportunities and threats. Then, we went on the study of the internal capabilities: the resources and competences, the sustained competitive advantage and the diagnosis of strategic capability that will permit us to define Starbucks’ strengths and weaknesses. [Thus, owing to the results obtained, we endeavour to recommend Starbucks some new and relevant elements...
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...Restaurant Industry in India - Trends and Opportunities Restaurant Industry in India - Trends and Opportunities HVS International (India), Mr. Navjit Ahluwalia, Associate Director and Mr. Dushyant Singh, Consulting & Valuation Analyst Research, Report Writing Mr. Shyam Suri, Secretary General, FHRAI Editing, Report Fianlisation Mr. Pooran Chandra Pandey, Assistant Secretary General (Research), FHRAI Hotel Questionnaire & Co-ordination Mr. Raj Rajeshwar Sharma, Computer Data Assistant Design, Graphics, Pre-press & DTP Printed by : Published in April 2004 by: Secretary General, Federation of Hotel & Restaurant Associations of India B-82, 8th Floor, Himalaya House, 23 Kasturba Gandhi Marg, New Delhi - 110 001 Phones : (011) 23318781, 23318782, 23322634, 23322647, 23323770 Fax : (011) 23322645 E-Mail : fhrai@vsnl.com Website : www.fhrai.com © Federation of Hotel & Restaurant Associations of India (FHRAI), 2004 Price: One copy free to concerned FHRAI members. (Additional copies at Rs. 400.00 for FHRAI members and Rs.600.00 for Non-Members.) US$50.00 for foreign dispatches 2 Contents Table of Contents 1. 2. 3. Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7 Background Scenario and Numbers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11 Analysis of Questionnaire Responses 3.1 General . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ....
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