STARBUCKS / COSTA COFFEE: Marketing analysis of two leading brands in the coffee shop market

The first 200 words of this essay...

Academic Year:

2008 / 2009

Semester 1/ Semester 2

Module code:

MK1016

Module title:

Marketing Principles

Subject Area:

Marketing

Module Leader:

William Mott

Assessment: Group Presentation

Weighting: 50 %

STARBUCKS / COSTA COFFEE

Marketing analysis of two leading brands in the coffee shop market

MALLET Magali

POUMAROUX Aurélia

VEILLE Julianne

I. INTRODUCTION.......................................................................................3

A. WHEN AND WHY DO PEOPLE GO TO COFFEE SHOPS? 3

B. HISTORICAL BACKGROUND STARBUCKS 3

C. HISTORICAL BACKGROUND COSTA COFFEE 4

II.CONTROLLABLE.....................................................................................4

A. 4 P STARBUCKS 4

1) PRODUCT 4

2) PRICE 5

3) PLACE 6

4) PROMOTION 6

B. 4 P COSTA COFFEE 6

1) PRODUCT 6

2) PRICE 7

3) PLACE 7

4) PROMOTION 8

III. UNCONTROLLABLE...............................................................................9

A. PEEST ANALYSIS 9

1) POLITICAL AND LEGAL FORCES 9

2) ECONOMICAL FORCES 10

3) ECOLOGICAL AND PHYSICAL FORCES 11

4) SOCIAL AND CULTURAL FORCES 12

5) TECHNOLOGICAL FORCES 15

B. COMPETITORS 16

1) THE COFFEE SHOPS 17

2) STORE CATERING 18

3)