MARKETING ANALYSIS PROJECT Assignment Example | Topics and Well Written Essays - 1500 words

MARKETING ANALYSIS PROJECT - Assignment Example Most assuredly, marketing mix entails a four P marketing strategy that involves price strategy, placement, product development, and promotion (Goi 2009, p. 1-4). Methodology This paper will do a market analysis of a major British Company, Costa Coffee and most specifically analyze the marketing mix that the company adopted since 2009. In doing this, I will analyze the advantages and disadvantages of implementing an integrated marketing mix as well as the challenges and opportunities that influence marketing decisions and prevent Costa Coffee from attaining a competitive advantage. Main Findings Marketing mix translates marketing planning into practice in establishing an effective marketing strategy. The managers adopt marketing mix to suit consumers’ needs and develop long-term and short-term marketing programs that will suit the company’s objectives. Indeed, marketing mix is a powerful marketing concept that enhances marketing, derives a firm’s competitive advan tage, ensures delegation of marketing responsibilities, and separates marketing from other activities in a firm (Goi 2009, p. 1-4). Moreover, marketing mix helps in trading off the benefits of one’s competitive strengths in the marketing mix against the benefits of her competitors. Notably, the marketing mix adopted by accompany depends on available resources, customer’s needs, and market forces. ... The Italian brothers Bruno and Sergio Costa founded the company in 1971 but Whitbread took it over in 1995 (Poulter 2013, p. 1). The headquarters of Costa Coffee is at Dunstable, United Kingdom. Indeed, the company has more than 1,700 stores across 28 countries in the world. Moreover, the company operates more than 1,200 outlets in UK and 2,500 Costa Express vending facilities to increase its presence in the coffee market (Costa Coffee 2013, p. 1). Costa Coffee was the second largest coffeehouse chain in the world after Starbucks but the situation changed in 2010 when Costa Coffee became the UK’s biggest coffee chain. As such, Costa Coffee is now the largest and fastest growing coffee shop chain in the UK. Additionally, the company has benefitted from a customer backlash against Starbucks to gain a customer base of more than 4 million customers a week (Bowers 2012, p. 1). Indeed, Starbucks had disputable tax affairs that emanated from paying little or no corporation tax despit e its huge sales turnover. The company also has a foundation, Costa Foundation that helps communities to grow (Costa Coffee 2013, p. 1). Most importantly is the fact that the company’s global recognition is on an increasing trend and the company is seeking to establish its presence into new markets. As such, the company’s marketing strategy is very fundamental. Ideally, the presence of few market barriers necessitates the company to use effective marketing strategies to remain visible and viable in the market. It is quite notable that marketing will entail predicting the customers’ needs and seeking to satisfy those needs with an aim of boosting sales and creating a competitive advantage. As such, Costa Coffee adopts a marketing mix that will ensure the development of products that