Marketing management report

Costa 's Coffee

Marketing Plan for 2006-07

Prepared by

Date

Contents

Serial Page

A Marketing Plan for Costa 's for 2006-07 3

1 Introduction 3

2 Overview 3

3 Environmental Analysis and Marketing Audit 5

Markets 5

Customers 5

Competitors 6

PEST 6

SWOT 8

4 Marketing Strategy and Objectives 10

5 Recommendations 12

B Discussion on Costa 's Marketing Plans in India 15

1 Overview 14

2 International Management and Local Conditions 15

3 Conclusions 17

Appendices 18

p Bibliography 22 A . Marketing Plan for Costa 's for 2006-07

1 . Introduction

Costa 's Coffee has done very well for itself since its inception in 1976 as a seller of Coffee beans . It is today a leading player in the Coffee Shop business of the UK and is actively pursuing a number of projects in other countries in Europe and Asia . The last few years have seen a sharp upsurge in business activity in the Coffee Shop sector in the UK Costa 's has been able to take advantage of favourable market conditions to increase its revenues and market penetration very significantly

Costa 's is at present pursuing its market interests in the domestic market and in markets in Europe and Asia . This report contains a Marketing Plan for the Company for the period September 2006 to August 2007 for its operations in the United Kingdom and a Discussion Document for the Company 's fledgling marketing venture in India

It is hoped that the report is of relevance and interest to the management

2 . Overview

The Coffee Shop industry in the UK has been improving steadily in the last five years and has witnessed a healthy rise in sales and number of outlets . The market for coffee shops , the core business of Costa 's , has grown by more than 100 in the last five years . A number of factors have contributed to this development . These are summarised below

Coffee had for many years been viewed in the British Isles as a beverage popular in the continent , especially in countries like Italy or The Netherlands , which have a coffee drinking tradition of many years . The popularity of Coffee as a beverage to be consumed regularly , alone or with meals has however gone up significantly in the UK over the last few years . It is now the second most popular drink in the United Kingdom

The increasing popularity of coffee has been accompanied with a perceptible change in the demand for authentic quality . The sales of instant coffee have fallen while sales of freshly ground coffee have risen sharply along with an increase in sales of home coffee makers Coffee is being seen more and more as a sophisticated lifestyle drink ideal for social and business meetings

The last few years have been good for the British economy and have witnessed good GDP growth accompanied by sharp increases in personal discretionary income and consumer expenditure . This increased customer proclivity to spend money on personal wants has benefited traffic and sales in...