EXECUTIVE SUMMARY
Costa Coffee is one of the most famous coffee chains in the UK. It was founded in 1971 in Italy by two Italian brothers: Sergio and Bruno Costa. Costa company which introduced the first Costa coffee shops in the UK in the early 1980`s, had as a main objective to create and serve the finest authentic Italian coffee. Costa became part of Whitbread PLC in 1995 and has followed an expansion program, so to become recognized nationally. Despite that figures, Costa faces some problems, related to their competitors.
A recent survey conducted by Allegra Strategies indicated that Starbucks Coffee (one of the main competitors of Costa), has the highest consumer brand recognition of all the chains, being recognized by a staggering
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Only by the right blending can the Arabica beans be correctly balanced by Robusta beans to create a coffee with great aroma, body and golden cream. This unique combination of beans is the original Costa blend and is why coffee lovers always visit Costa stores. The recipe, acclaimed for producing great tasting coffee with a distinctively rich fragrance and taste, is their most prized secret. Beans from 6 specially selected Arabica varieties are combined with those from a single Robusta to create just the right amount of 'edge' for the perfect espresso. Costa Coffee Store Espresso is the authentic Italian Pick-me-up and from listening to lovers of real coffee, they tend to agree! The four factors that influence the making of the perfect espresso at Costa (4 Ms) are:
·Miscela: The coffee blend
·Macinatura: The grinding of coffee
·Macchina: The use of the correct machine and equipment
·Mano: The hand skills of the barista
In addition they only slow roast beans, this process takes at least 18 minutes-far longer than is the case for the majority of roasters. Slow roasting provides a fuller flavor and significantly reduces the presence of harsh and bitter acids. The wide appreciation of their secret coffee blend led to the opening of the first coffee UK Costa stores in the early 1980's.
This promoted the popularity of coffee bean sales and revitalized the trend towards drinking authentic Italian espresso, cappuccino and other espresso based drinks. Many
Marketing research is very important component of a business used to identify and define the opportunities and problems that they will encounter on the market. The aim
Starbucks is an American coffee company and coffeehouse chain which founded in Seattle and Washington from 1971, Starbucks already operated more than 20000 locations worldwide. (Starbucks Coffee Company, 2016) As one of the bestselling coffeehouse chain, Starbucks need to find a long term corporation supplier to provide coffee beans. Costa Rican coffee beans are considered among the best in the world. (Kummer, 2003)
A wide-range of marketing research tools is available to market researchers and organizational decision makers. The following focuses specifically on data collection methods for conducting both primary and
Coffee is usually served at breakfast and during traditional coffee breaks in the afternoon, usually around 3:00 pm. It has traditionally been brewed in a native Costa Rican drip brew device called a chorreador.
Marketing research defined is “the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company” (Kotler & Keller, 2009, p. G6). Juice Guys methodology to obtain
M1: Explain, with examples, how different market research methods are appropriate to assist different marketing situations. Looking back at the market research methods that could be used to collect information, methods such as questionnaires/ survey, observation, focus groups, experimentation, internet, website monitoring etc. I am going to select 3 primary and 3 secondary methods of research from the ones I have written about. I have chosen 3 primary researches which are: •
Hyman, M. R., & Sierra, J.J. (2010). Marketing research kit for dummies. Wiley Publishing, Inc.
The Costa mission is to save the world from mediocre coffee, and that sentiment is echoed in everything the company does. The goal of every Costa enterprise is to leave a lasting positive impression.
Armstrong, G. Brown, L. Burton, S. Deans, K., & Kotler, P. (2010). Marketing (pp. 4-40). New South Wales: Pearson
A review of the estimated growth in retail sales of coffee over the next four years indicates that while sales of non-specialty coffee products are expected to decline, sales of ground specialty coffee products and whole bean coffee should rise. Further, sales of ready-to-drink products are projected to rise almost 50%.
Small businesses are mighty minnows, reflecting the competitive spirit that a market economy needs for efficiency; they provide an outlet for entrepreneurial talents, a wider range of consumer goods and services, a check to monopoly inefficiency a source of innovation, and a seedbed for new industries; they allow an economy to be more adaptable to structural change through continuous initiatives embodying new technologies, skills, processes, or products (Ibielski 1997, p. 1).
Given the situation, a determination can be made about its relation to each of the first three steps in the marketing research process. At this point, Joe has already undertaken some actions that are consistent with the defining research objectives step. The first thing that Joe has done is define his situational problem. Although it appears to be lacking in content and clarity, he recognizes “that a great deal of research in
Increasingly multi-national marketers are designing and selling global brands and need research to guide their decision making across an increasingly diverse and disparate world. Sound and timely marketing research becomes even more critical for firms as they compete in the 21st century
The drink was no longer just a utilitarian morning stimulant and has a satellite pastime very European style: the windows from floor to ceiling, special atmosphere, soft music, dozens of varieties of coffee. However, besides all this, coffee is a business not only successful, but also has today a huge potential for development.
Key concepts of a marketing research problem is first determine management decision problems, and then defining a broad marketing research problem, which in turn should be narrowed down by specific components. These specific components guide researchers to define an approach to the problem, find relevant objective/theoretical framework and choose among