Costa Coffee

Topics: Marketing, Coffee, Strategic management Pages: 18 (4336 words) Published: May 14, 2013
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The
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Coursework Header Sheet 191290-15

Course Coursework Tutor

MARK1105: The Marketing Profession Group Work R Lewis

Course School/Level Assessment Weight Submission Deadline

BU/UG 30.00% 28/03/2012

Coursework is receipted on the understanding that it is the student's own work and that it has not, in whole or part, been presented elsewhere for assessment. Where material has been used from other sources it has been properly acknowledged in accordance with the University's Regulations regarding Cheating and Plagiarism.

000615153 000668250 000675498 000668575 Tutor's comments

Sundus Aden Fatme Bostandzhieva Antoaneta Yordanova Elena Docheva

Grade Awarded___________ Moderation required: yes/no

For Office Use Only__________ Tutor______________________

Final Grade_________ Date _______________

 

 

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The
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A Business Report of Costa Coffee as a main competitor of BESO Coffee ______________________________________________
 

 

Antoaneta Yordanova Elena Docheva Fatme Bostandzhieva Sundus Aden

 
 

ID number 000675498 ID number 000668575 ID number 000668250 ID number 000615153

Tutor’s name: Bob Lewis

 
 

 

 
 
 
 

 

 

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Table of contents

 

1. Executive summary......................................................................................4 2. Introduction ..................................................................................................4 3. BESO – Brief history ...................................................................................4 4. SWOT and PEST analysis ..........................................................................5 4.1. SWOT analysis ..........................................................................................5 4.2. PEST analysis ............................................................................................5 5. Target market ..............................................................................................6 6. Marketing approaches .................................................................................6 7. Distribution strategy ....................................................................................7 8. Pricing strategy ............................................................................................8 9. Pricing strategy that we will adopt - competition based pricing strategy ...........................................................................................................................8 9.1. Disadvantages of ''Competition based pricing'' .....................................9 10. Customer service ........................................................................................9 11. Costa Coffee’s attitude towards environmental issues .........................10 12. The competitor’s CSR activity................................................................10 13. What is your attitude to CSR/environmental issues going to be? .......10 14. Conclusion ................................................................................................11 15. References .................................................................................................11 16. Appendix ...................................................................................................13

 
 
 

 

 

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1. Executive summary
In this business report we are analysing the business environment in which our company – BESO and its main competitor – Costa Coffee operate. The main objective is to research, analyse and understand the competitor’s business strategy, to find out if there is a gap in their action...
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