Costa Coffee Analysis

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objectIVES

As a person with knowledge of knowledge management, the author has always brought up to his superiors the viability of strategy formation regarding the analysis of this topic and at times fails to understand the reasons or logic behind certain strategic implementations imposed on it.

By delving into this project paper, the author intends to have better insights into how knowledge management is thought up, formulated and then imparted down into the subsidiaries of the company. The author hopes to have an in-depth understanding as to how the knowledge management enables companies and organizations to compete effectively and profitably in this era of internationalization where competition is extremely intense.

In order to reinforce the learning objectives, two key focal issues were focused upon i.e. innovation and diversity. Innovation was discussed with regard to knowledge management where it was renowned for its developmental capabilities to constantly innovate. Diversity came under strategic thinking and formation as the author considered the diverse culture, political climate, economic surroundings, social environment, technological settings, government policies and legal systems in order to better understand the issues being discussed.

INTRODUCTION

In the last five years, the coffee brewing industry has seen so much activity in terms of massive changes in the landscape of coffee brewing companies. These changes range from mergers and acquisitions to changing consumer tastes and finally, to different branding strategies. These activities are expected to continue over the course of the next ten years.

Costa Coffee is one of the leading companies in UK's coffee brewing industry in terms of the volume of sales and profitability. It has also one of the widest connections among other UK coffee brewers made possible through a network of distributors and breweries.

The Costa Coffee brand already has a premium status in all its

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