Marketing Analysis of Costa Cafee in the UK.

1. COMPANY ANALYSIS 1.1 Background In 1971, Italian brothers Sergio and Bruno guy started a wholesale motion supplying roasted cocoa berry to caterers and specialist Italian java bean betrays. Within a a few(prenominal) course of instructions they were so famous for combining their roasting personal line of credit with premium coffee surfs, that costa Coffee quickly became a dominant name on the UKs high streets. The Costa brothers heart-to-heart the first Costa remembering in London in 1978 and maturement expanded at the rate of two stores per year with the help of their family and friends in the business. In October 1995, have it off and drinks giant Whitbread PLC acquired Costa and instanter established the brand as the market leader in the premium coffee shop sector. Developments such as the immature roaster were crucial to Costa. With huge growth everyplace the 1990s the company had adjoin to 186 stores by 1999 and in 2000, 3.7 adept thousand thousand cups of coffee were sold each week (source: http://www.stannah.co.uk). Costa is presently the leading UK brand coffee shop with over ccc stores (source: www.costa.co.uk). 1.2 Financial situation. Pre-tax net income for Costa Ltd improved from £1.1m in 2001 to £6.9m in 2002. Between 2001 and 2002, the pre-tax earn increased by around 553% probably due to an increase of the economy of scale. Indeed, Costa unresolved some(prenominal) outlets during this year. Turnover for the company flush by 19.

1% with £89.5m. A mark Costa outlet has a turnover of between £4,000 and £7,000 per week, excluding VAT. 1.3 intimation Market Selection There are so many different variants of coffee shops that there is something for everyone. Consequently, it is difficult to demarcate the tar adhere market for military strength branded coffee shops since by their nature they have a very wide and different target market. Moreover it is in general influenced by the positioning of the coffee shop... If you want to get a full essay, put in it on our website: Orderessay

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