Costa Coffee Essay

4334 Words May 20th, 2013 18 Pages

The Marketing Profession

Coursework Header Sheet 191290-15

Course Coursework Tutor

MARK1105: The Marketing Profession Group Work R Lewis

Course School/Level Assessment Weight Submission Deadline

BU/UG 30.00% 28/03/2012

Coursework is receipted on the understanding that it is the student's own work and that it has not, in whole or part, been presented elsewhere for assessment. Where material has been used from other sources it has been properly acknowledged in accordance with the University's Regulations regarding Cheating and Plagiarism.

000615153 000668250 000675498 000668575 Tutor's comments

Sundus Aden Fatme Bostandzhieva Antoaneta Yordanova Elena Docheva

Grade Awarded___________
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The target markets of both – BESO and Costa Coffee are similar. That makes the competition between them even bigger. The report also discusses the marketing approach and the various advertising campaigns conducted by Costa Coffee and the advertising techniques we decide to adopt in the long run. The distribution system of Costa Coffee is also considered and plans to expand to different locations. The pricing strategy of BESO is based closely to the strategy of Costa Coffee as we have adopted competitive pricing. In terms of ethical issues we examined the various types of corporate social responsibilities of Costa Coffee.

2. Introduction
The business report includes an analysis of Costa Coffee as a main competitor of BESO Coffee. The report examines the business environment where both companies operate in. It has been requested from the Marketing Director of BESO and also has to be focused only on the UK market.

3. BESO – Brief history
BESO Coffee is a coffee chain settled in the UK in 2001. It has been established by an independent trader but later on when the business has grown, new stakeholders appeared. At first BESO’s target market was limited as well as the products it offered- only a few types of coffee and limited types of confectionary. However, only two years after launching BESO on the market it became popular through different groups of people, therefore the menu became much diversified and the target market as well. BESO has shown

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