Costa Coffee Essay Example | Topics and Well Written Essays - 2500 words

Costa Coffee - Essay ExampleThis is to ensure it will acquire dishonor apprehension as a true global brand same giant Starbucks further at the resembling time maintain its brand essence in a highly-competitive premium coffee market that no longer relies on price or differentiation as key success factors. Key pains drivers like the 4 Ms are briefly mentioned in relation to the coffee industry. Management theories and models like the Boston Consulting Groups market matrix, Gap-needs Analysis and Ansoffs product-market model are utilized to garnish some of the key concepts in strategy analysis and formulation. Based on the last model by Ansoff, market development, product development and increased market penetration were thought to be viable alternatives. However, a closer analysis would reveal a branding strategy is the most suitable for a brand like Costa Coffee that is situated in a mature market dominated by only a few big players. This is because a brand is not only a opera ting(a) concept but also an emotional one with regards to coffee drinkers, who not just drink it but to experience the ambiance as a symbol of affluence, social identity and new lifestyle patterns (Elliott & Percy, 200725). at that place are three coffee house chains competing for preeminence in London and all over the United Kingdom and these are Starbucks, Caff Nero and Costa Coffee. There is a smaller Coffee Republic and at that place are other coffee houses which are not part of a franchise (Edward, Cortinovis, Eggleton, Lee & Hermitage, 2007110). afterward several years of very fast growth, the so-called premium coffee market is now in its mature stages. This means new sources of revenue growth has to be found before market fate stagnates. A company has to be proactive rather than reactive and there are three possible sources of growth assuming it is alert enough new opportunities presented by the changing external environment, develop a new strategy by monitoring emerging trends and how