This is a marketing plan for Costa Coffee which is based on the Costa Coffee case study. The marketing plan discussed in this report carries out a detailed analysis and strategic examination of different marketing aspects of Costa Coffee in the UK and in its global markets. The report makes use of various tools and models as described in marketing literature. The report also utilizes a number of techniques by which the entire marketing plan is realized. The major aim of the marketing plan in this report is to demonstrate the insight into strategy development for effective marketing and how to make use of this insight for such marketing plan as discussed in this report.
The report conducts a step-by-step examination of Costa Coffee. First of all it conducts the marketing audit of the firm and discusses various aspects of the audit in technical details. Both the micro and macro environments of the company are discussed at length. Next, the report undertakes a detailed SWOT analysis of Costa Coffee to take help to realize a robust marketing plan. After the SWOT analysis, the report moves on to set the marketing objective for Costa Coffee to set its 3 year future marketing plan. The report then discusses the very critical 7 P’s of the company or the marketing mix strategies and discusses how the company can capitalize on its present day success. The report then moves on to discuss various aspects of budget allocation for the company’s local market as well as its global markets. The report ends with a discussion on controls in the overall marketing plan. Various aspects of controls are discusses, and it is also discussed how the company should continue to improve its decision making processes while closely monitoring its operations.
Table of Contents
- Executive Summary
- Corporate objectives
- Marketing Audit
- The Micro Environment
- Mark Size and its characteristics
- Trends/Positioning
- Distribution Channels
- Competition
- The Macro Environment
- Demographic (Global)
- Political
- Economic (global)
- Social/Cultural/Technological
- Legal and Ethical
- The Micro Environment
- SWTO Analysis
- Strengths of CC
- Weaknesses
- Opportunities
- Threats
- Marketing Objectives
- Sales objectives
- Market Share Objectives
- Marketing Mix
- Product
- Price
- Place and Positioning
- Promotion
- People
- Process
- Budgeting
- Controls
- References
Objectives and Key Themes
This report presents a comprehensive marketing plan for Costa Coffee, outlining the company's strategic approach to its UK and global markets. The report utilizes various marketing tools and models to analyze different aspects of Costa Coffee's operations. The key themes explored in this report include:- A thorough marketing audit of Costa Coffee, encompassing both micro and macro environments.
- A robust SWOT analysis to identify strengths, weaknesses, opportunities, and threats for the company.
- The development of marketing objectives, encompassing both sales and market share targets, to guide Costa Coffee's 3-year marketing plan.
- A detailed analysis of the 7Ps of marketing, examining the company's product, pricing, distribution, promotion, people, process, and positioning strategies.
- A discussion of budget allocation strategies and control mechanisms to ensure effective marketing plan execution.
Chapter Summaries
The report begins with an executive summary that provides an overview of the marketing plan's scope and objectives. It then delves into the corporate objectives of Costa Coffee, emphasizing the company's commitment to quality, taste, environmental responsibility, and social responsibility. The subsequent section focuses on a detailed marketing audit of Costa Coffee, examining both the micro and macro environments. This analysis includes a thorough review of market size, characteristics, trends, positioning, distribution channels, and competition. The report then conducts a SWOT analysis to identify Costa Coffee's strengths, weaknesses, opportunities, and threats. Based on this analysis, the report outlines marketing objectives for the company, focusing on sales and market share targets. The heart of the report lies in its analysis of the marketing mix, exploring the seven Ps: product, price, place, promotion, people, process, and positioning. This analysis provides a comprehensive understanding of Costa Coffee's strategic approach to these key elements. The report concludes with a discussion of budgeting and control mechanisms, outlining the company's approach to managing its marketing resources and ensuring the effective implementation of the marketing plan.Keywords
The report primarily focuses on marketing strategies and techniques for Costa Coffee, emphasizing its global expansion and growth within the coffee market. The key terms and concepts include: marketing audit, SWOT analysis, marketing objectives, marketing mix, 7Ps of marketing, budget allocation, and control mechanisms.- Quote paper
- Maingi Joe (Author), 2011, Marketing Plan for Costa Coffee, Munich, GRIN Verlag, https://www.grin.com/document/267074
