Marketing Research on Costa (Course Work)
Marketing mix research and proposal for Costa in UK
Huirao Rong
Lulu Shen
Wangzijun Luo
Yingzi Chen
25-Nov-2012
SectionⅠ
1.1 Collected data and the reasons 1
1.2 Data collection method(s) 1
1.3 Difficulties 2
1.4 Improvement 2
SectionⅡ
2.1 Introduction 1
2.2 SWOT Analysis 1
2.3 Product 2
2.4 Price 4
2.5 Place 6
2.6 Promotion 7
2.7 People& Process& Physical evidence 9
2.8 Conclusion 10
References 11
Appendices 14 Table 1 Number of Coffee Outlets 14 Table 2 Market Segmentation 14 Questionnaire of COSTA 15
SectionⅠ
1.1 Collected data and the reasons
The data we collected comprise primary and secondary ones. We adopt close-ended questionnaires as primary data which concerns about existing product, target objectives consuming conduct, recognition extent of Costa, plus general applying situation of Costa express. In seeking to reinforce the referencing data, we consult relevant textbooks, academic journals and company’s official information by means of both libraries and internet.
1.2 Data collection method(s)
We have chosen to adopt quantitative analysis questionnaires which consist of closed-ended questions with multiple-choice options via paper and the Internet as our data collection methods. Using internet surveys efficiently facilitates us to access to larger range of uncertain targets with less constraint and while adopting the paper questionnaires provide us with straight and direct responses. As the statistics we demand are possible to be listed as possible responses, it is reasonable to employ the quantitative analysis which enables us accessible to collect and analyse the figures. Meanwhile, we aim to avoid the potential problems linked with open-ended questions and interviewer bias.
1.3 Difficulties
1. The data tend to target a less amount of interviewees, with the interviewees mostly in Loughborough, which is more difficult to reflect the whole UK marketing quotation, owing to narrow sampling
2. Certain
Huirao Rong
Lulu Shen
Wangzijun Luo
Yingzi Chen
25-Nov-2012
SectionⅠ
1.1 Collected data and the reasons 1
1.2 Data collection method(s) 1
1.3 Difficulties 2
1.4 Improvement 2
SectionⅡ
2.1 Introduction 1
2.2 SWOT Analysis 1
2.3 Product 2
2.4 Price 4
2.5 Place 6
2.6 Promotion 7
2.7 People& Process& Physical evidence 9
2.8 Conclusion 10
References 11
Appendices 14 Table 1 Number of Coffee Outlets 14 Table 2 Market Segmentation 14 Questionnaire of COSTA 15
SectionⅠ
1.1 Collected data and the reasons
The data we collected comprise primary and secondary ones. We adopt close-ended questionnaires as primary data which concerns about existing product, target objectives consuming conduct, recognition extent of Costa, plus general applying situation of Costa express. In seeking to reinforce the referencing data, we consult relevant textbooks, academic journals and company’s official information by means of both libraries and internet.
1.2 Data collection method(s)
We have chosen to adopt quantitative analysis questionnaires which consist of closed-ended questions with multiple-choice options via paper and the Internet as our data collection methods. Using internet surveys efficiently facilitates us to access to larger range of uncertain targets with less constraint and while adopting the paper questionnaires provide us with straight and direct responses. As the statistics we demand are possible to be listed as possible responses, it is reasonable to employ the quantitative analysis which enables us accessible to collect and analyse the figures. Meanwhile, we aim to avoid the potential problems linked with open-ended questions and interviewer bias.
1.3 Difficulties
1. The data tend to target a less amount of interviewees, with the interviewees mostly in Loughborough, which is more difficult to reflect the whole UK marketing quotation, owing to narrow sampling
2. Certain
References: Baker R. (2012) “Q&A: Costa Express MD Jim Slater” http://www.marketingweek.co.uk/opinion/blogs/seb-joseph/costa-coffee-adapts-ad-strategy-to-boost-emotional-appeal-of-costa-light-variant/3030686.article [Accessed 12/01/2012] Chang, T.Z FoodBev, Costa Express and Shell UK secure contract (2012) http://www.foodbev.com/news/costa-express-and-shell-uk-secure-long-t#.ULFDw7TE_Ny [Accessed 17/11/2012] Heller,R Hollensen, S. (2005) Marketing Planning: A Global Perspective. 1stedn. Berkshire: McGraw-Hill Education. Jobber, D. (2007) Principles and Practice of Marketing. 5th edn. Berkshire, McGraw-Hill Education. Jobber D, Fahy J.(2009) Foudation of Marketing. 3rd edn. Berkshire: McGraw-Hill Education. Kidwell, R.E., Nygaard, A. and Silkoset, R.(2007) “Antecedents and effects of free riding in the franchisor–franchisee relationship”. Journal of Business Venturing, 22(4), pp 522–544 Lichtenstein, D.R., Ridgway, N.M The Chartered Institute of Marketing (2009) Marketing and the 7Ps: A brief summary of marketing and how it works. The Chartered Institute of Marketing. http://www.cim.co.uk/Resources/ResourcesHome.aspx [Accessed 23/11/2012] Wallop, H Whitbread (2012), Costa Coffee: The UK 's favourite, http://www.whitbread.co.uk/whitbread/ourbrands/costa.html [Accessed 09/11/2012] Appendices