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Questions to Marketing Environment LindasHelp - Essays …
The most important factor is considered to be the fact that the marketing environment changed rapidly after the deregulation of the telephone industry.
The current situation puts Sainsbury's in the UK's third-largest supermarket chain, with a market share of around 16% .with 823 stores, unveiled profits of £488m, up 28% on last year's levels, with 15 consecutive quarters of sales growth, Given the current environment shows how the strength and broad appeal of the Sainsbury's brand has improved substantially during the past four years....
Macro environment marketing essays
Costa Coffee Marketing Audit
Costa Coffee is a multinational coffee house with British roots whose headquarters are in Dunstable in the United Kingdom. It also boasts of ownership over a whole array of subsidiaries in the form of subsidiary ownership over Whitbread. Costa coffee brags of vast market size by being the second largest coffee house after Starbucks. Costa coffee is a genius idea of two brothers Sergio and Bruno Costa, the founders and initial initiators of the organization in 1971. The Coffee house currently has one thousand three hundred and seventy five restaurants in the United Kingdom, two thousand five hundred vending machines and an additional eight hundred outlet in the overseas countries.
In 1995, the coffee house was acquired by Whitebread, an occurrence that saw the growth of the company to a maximum of one thousand seven hundred stores in more than thirty-five countries.
Although the multinational coffee house generates a relevant amount of revenue in terms of sales profit, there is always a need to grow in any business. Costa coffee plans to do this in several ways. One of the ways that Costa Coffee plans to achieve this is through their strategic planning efforts whose aim is the boosting of sales by the business and the expansion of the multinational’s market share. The company’s marketing objectives is Costa coffee’s endeavor towards the increase in uptake and purchase of products affiliated to the Costa coffee brand, especially in college students and individuals who work in job positions that limit their free time. One of the ways that the firm plans to achieve this is by offering discounts to this target group. Moreover, the firm also plans to use price discrimination sales strategy to increase its chances of achieving the pre-set goals ad targets. In the long term, however, the multinational plans to expand its target area to include more overseas companies. Costa Coffee is considered to be one of the high chain coffee brands that perform well in the sector within UK, with 890 new branches of coffee shops that were projected to have been opened by end of 2012.
Jeffrey Young, a consumer analyst with Allegra Strategies thinks there has been a dynamic move by consumers to embrace the stronger espresso-based coffee drinks made from Arabica beans.
In 1995 when the owners of Costa Coffee bought Pelican Group on a take-over agreement, it spent three years to take over all the coffee and machine contracts that the company had. Costa coffee offers top of the art coffee to its broad array of customers. Moreover, the company also offers automatic vending services to the clientele in the streets, in hospitals and in other institutions.
The main competitor to Costa Coffee in the United Kingdom market is Starbucks, which has a substantial share of the market. Despite the fact that Costa Coffee boasts of a larger market share in comparison to Starbucks, the difference in the market share is marginal and as a result, the determination of product prices and the influence towards the consumers is not an effect of the industry players but a factor set by the market forces.
Analyzing situation prior a strategic decision is critical for generating or sustaining competitive advantages, especially when facing the dynamic environmental trend which can affect corporations’ performance positively or negatively....
Nike s Marketing Environment - Essay by - Essays, …
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