Marketing Plan for Costa Coffee
Marketing Plan for Costa Coffee
Name
Institution
Table of Contents
Introduction
Costa coffee is considered as one of the largest and the fastest growing chain of coffee shops in United Kingdom. In 2010, it was voted as the nation’s favorite coffee shop. Costa coffee was founded by Italian brothers Bruno and Sergio in 1971. Since its inception onto the market through the opening of its first shop based on London, the company has enjoyed amazing growth making it an own of over 1,300 stores in UK, and more than 700 stores in other 24 markets. Regardless of being in a market that has historically proved to be driven by consumption rather by quality, Costa coffee has managed to successfully change the way customers think, buy and consume coffee (Geisser, 1993). It was the first UK coffee shop china to commit itself to sourcing from Rainforest alliance certified coffee. All of its baristas are coached in art of hand making coffee at its unique Costa coffee training academics.
The company is already the UK’s leading coffee shop brand. It is the second largest international coffee shop with more than two thousand stores outlets globally. It has strategized at facilitating expansion in UK and targets at opening around hundred stores during the 2011/2012. New stores include high street locations, universities, hospitals and adding to already established retail outlets through partnerships with companies like Tesco (Ellis, 2010). In addition, Costa coffee targets at furthering expansion into international markets with help from its 2009/10 acquisition of coffee heaven (Gilchrist, 1996). The acquisition has added 89 more stores in central Europe region. The company also targets to open more than 200 more stores in key markets including India, china, Central Europe and Middle East (Oshi, 2005). Considering the great plans for the coffee shop, this paper will utilize the company’s background information and use marketing models, theories and
Name
Institution
Table of Contents
Introduction
Costa coffee is considered as one of the largest and the fastest growing chain of coffee shops in United Kingdom. In 2010, it was voted as the nation’s favorite coffee shop. Costa coffee was founded by Italian brothers Bruno and Sergio in 1971. Since its inception onto the market through the opening of its first shop based on London, the company has enjoyed amazing growth making it an own of over 1,300 stores in UK, and more than 700 stores in other 24 markets. Regardless of being in a market that has historically proved to be driven by consumption rather by quality, Costa coffee has managed to successfully change the way customers think, buy and consume coffee (Geisser, 1993). It was the first UK coffee shop china to commit itself to sourcing from Rainforest alliance certified coffee. All of its baristas are coached in art of hand making coffee at its unique Costa coffee training academics.
The company is already the UK’s leading coffee shop brand. It is the second largest international coffee shop with more than two thousand stores outlets globally. It has strategized at facilitating expansion in UK and targets at opening around hundred stores during the 2011/2012. New stores include high street locations, universities, hospitals and adding to already established retail outlets through partnerships with companies like Tesco (Ellis, 2010). In addition, Costa coffee targets at furthering expansion into international markets with help from its 2009/10 acquisition of coffee heaven (Gilchrist, 1996). The acquisition has added 89 more stores in central Europe region. The company also targets to open more than 200 more stores in key markets including India, china, Central Europe and Middle East (Oshi, 2005). Considering the great plans for the coffee shop, this paper will utilize the company’s background information and use marketing models, theories and