COSTA COFFEE

Costa Coffee

Costa Coffee

Executive Summary

The purpose of the analysis taken into account in the strategy, both internal and external factors, maximizing potential strengths and opportunities and minimizing effects of weaknesses and threats. Most of the time this analysis conducted in the form of meetings bringing together people involved in the strategy or experts. To understand, comprehend and have a referral marketing strategy and information, it considered of considerable interest to show the current situation of a company that could make the company leader of the market and challenge the company can face in implementing marketing strategies. From the analysis of marketing strategies of Breakfast Coffees industry at Wolverhamper following strengths, weaknesses, threats and opportunities identified.

External Analysis

External Environment Threats

The biggest threat facing Starbuck is the possibility of increased competition or over expansion by Costa Coffee itself. Costa Coffee need to maintain consistency throughout it stores around the world. This issue is more important now, as Costa Coffee is looking to expand geographically. It is also important to maintain effective supply chain management in order to curb operational risk. It is also necessary to make sure that cost of expansion does not make coffee too expensive.

External Environment Opportunities

Global expansion is the best opportunity for Costa Coffee. Costa Coffee should move into emerging markets such as India, as these markets not only provide new market but also provides low cost of labor.

Internal Analysis

Internal Environment Strengths

The employee orientation of Costa Coffee is the internal strength of the firm. The consistency of operations also provides cost savings to Costa Coffee. The company has successfully articulated a positive culture within the organization, which has resulted in motivated workforce. According to the CEO of Starbuck, “We built the Costa Coffee Brand with our employees first, not with consumers. Because we believe the best way to meet and exceed the expectations of our customers was to hire and train great people, we invested in employees”.

Internal Environment Weakness

The inappropriateness of expansion locations results in two Costa Coffee store too close to each other.

Current Issues and Challenges

The most major issue and challenge for “Starbucks Shared Planet establishes a new mark, guaranteeing customers that all Starbucks espresso-based beverages in the Europe, Middle East and Africa region are 100% responsibly grown and ethically traded,” said the statement (www.organicconsumers.org). “Starbucks' espresso roast has been used in all its espresso-based beverages since the late seventies - the key developments are that it now meets the guidelines endorsed by Conservation International.”

Details of Shared Planet espresso are deliberately obscure, with Starbucks only saying that it is a blend from Latin America and the Asia/Pacific region that features a rich aroma and a soft acidity balanced with a dense, caramelly sweetness. The coffees that make up the blend are apparently grown under the guidelines of Conservation International, which is an activist on the subject of climate change .

According to CI, approximately 20% of carbon emission problems are the result of tropical deforestation, and Starbucks says that it has now supported the launch of two rainforest ...