Coffee Chain in Uk
Coffee Chain in UK
Costa coffee founded in 1971 in London, UK. Now, it has become the biggest top coffee shop chain in UK. However, Costa should be prepared for danger in times of peace. In this report, some suggestions will be proposed to improve Costa coffee’s marketing mix over the next three years. We begin with a brief description of the data we collected, then go on to analyses coffee shop market environment in UK; the next section looks at Costa coffee’s current statement of marketing mix, and finally we give recommendation of the marketing mix in the next year for Costa Coffee. Section 1 Primary research method Primary data was collected in the form of questionnaire with 15 questions, which was posted on the Internet. Also, questionnaires were filled out on the street in Nottingham randomly, and 32 of them are valid. Respondents are of different age, gender and employment current statement. The data collected covers people’s feeling towards Costa, products improvement (especially food, drinks, service and environment), extended promotion necessity, channels to know Costa, payment term preference, Costa store accessibility etc. (More details, please refer to the Appendix) The purpose of the questionnaire: 1. Segment the market by personal information; find out the target market; explore potential market for future development 2. 3. Justify our assumptions are aligned with customers’ needs. Figure out strengths and weakness of Costa.
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The reason for using questionnaire: 1. 2. 3. 4. The result is more objective as respondents are chosen at random. Questions are designed by purpose. A large number of respondents could be reached. Outcome is straightforward and is easy for analysis.
The difficulty by collecting data: At the beginning, we posted our questionnaire on the Internet but no response even experienced more than 100 visitors within one week. Therefore, we decided to take face-to-face survey. Another problem is that few people were willing to
Costa coffee founded in 1971 in London, UK. Now, it has become the biggest top coffee shop chain in UK. However, Costa should be prepared for danger in times of peace. In this report, some suggestions will be proposed to improve Costa coffee’s marketing mix over the next three years. We begin with a brief description of the data we collected, then go on to analyses coffee shop market environment in UK; the next section looks at Costa coffee’s current statement of marketing mix, and finally we give recommendation of the marketing mix in the next year for Costa Coffee. Section 1 Primary research method Primary data was collected in the form of questionnaire with 15 questions, which was posted on the Internet. Also, questionnaires were filled out on the street in Nottingham randomly, and 32 of them are valid. Respondents are of different age, gender and employment current statement. The data collected covers people’s feeling towards Costa, products improvement (especially food, drinks, service and environment), extended promotion necessity, channels to know Costa, payment term preference, Costa store accessibility etc. (More details, please refer to the Appendix) The purpose of the questionnaire: 1. Segment the market by personal information; find out the target market; explore potential market for future development 2. 3. Justify our assumptions are aligned with customers’ needs. Figure out strengths and weakness of Costa.
1
The reason for using questionnaire: 1. 2. 3. 4. The result is more objective as respondents are chosen at random. Questions are designed by purpose. A large number of respondents could be reached. Outcome is straightforward and is easy for analysis.
The difficulty by collecting data: At the beginning, we posted our questionnaire on the Internet but no response even experienced more than 100 visitors within one week. Therefore, we decided to take face-to-face survey. Another problem is that few people were willing to