Costa Coffee Marketing Plan for China essay
The company was founded in London by the brothers. Bruno and Sergio Costa. It is known for its different types of drinks and coffee. Deepak, RKA and Jeyakumar, 2019. This report will cover various topics such as the SOSTAC model, pest analysis, Hofstede model, SMART objectives, the generic porters model, ansoff, action, robust trading for Costa Coffee in the UK and China has achieved a strong second place in quarterly sales of the coffee segment for parent company Coca-Cola. The Atlanta-based beverage group, which acquired Costa Coffee for 3.9 billion, grew total sales from 5.4 billion to 12 billion in the three months. Although The Costa Coffee is a UK-based company that has spread its wings worldwide. It is a wholly owned subsidiary of a company known as Whitbread, which it has complete control over. Costa Coffee is highly rated among other coffee houses worldwide, where it is comparable in size to Starbucks. However, it is the market leader in Britain. Costa is targeting China's huge, emerging middle-class population, which is increasingly attracted to European-style coffee culture. Estimates suggest that there will be a million middle-class consumers in China; the potential is astonishing. The coffee seller believes that “people in key urban populations can afford it. The Whitbread-owned Costa Coffee chain is ramping up its marketing by increasing its marketing budget by one percent. The company will also expand its marketing team to support its domestic and international expansion plans. There are also plans to overhaul the chain's advertising agencies to support the change in strategy. Coffee reportedly first appeared in China when a French missionary planted coffee beans in Yunnan province in recent years. The drink would go largely unnoticed for the next hundred years. But as with many things in China, the market has undergone rapid change over the years.Recommendations. 1 Innovation in the food offering with healthier food and a focus on a more authentic Italian feeling. 2 Offer free extracts from the Costa Coffee Book Award to extend visit time and spend. 3 Develop the personality behind the brand through local community initiatives and cultivate a more vibrant Costa voice. Market development - An example of Costa doing this is the number of stores in the UK and other countries and, more importantly, in China. Costa has made a point of setting up shop in China, where the Chinese don't normally drink or enjoy anything. China now costa coffee shops. Although this has paid off, the coffee market in China has been steadily rising for years. The market size of coffee in China reached the US, which is US-only. Chinese coffee consumers tend to be in the lower strata of the city. As consumers from lower-tier cities become familiar with coffee, the market has the potential to explode. The integrated marketing plan will achieve many marketing communications objectives that will serve as a basis for strengthening the company. activities of Costa Coffee. The plan's objectives are verifiable and based on the company's SWOT analysis. The general objective of the plan is to improve the market. According to Statista, China generates the highest revenue in the hot drinks market 54. The country predicts that this market will continue to grow. But back to the US, where Costa is opening stores, the focus is really on B2B, where “people have a real opportunity to engage with the brand,”.