Working Environment of Costa Coffee - Essay Example

? Costa Coffee affiliation Costa Coffee Costa coffee is a business enterprise which focuses on providing breakfast services to its target market. In the founding of this enterprise the proprietors had a hotel industry structure in mind. With the normal hotel services having numerous competitors, specializing on serving breakfast was more promising than other hotel ventures. Additionally, the venture had exposure to successful ventures in this particular field. For instance, McDonald had established itself as the leading provider in breakfast and fast foods. Costa Coffee was founded in London in 1971 and initial operations was the supply of coffee beans to coffee shops and small scale vendors. After acquiring a formidable market, the venture was stretched to cover other operations. For many years in the coffee industry, the entrepreneurs behind Costa Coffee realized the demand of coffee beverage was more than the demand for coffee beans and berries. It is at this point that the idea of supplying drinks became more realistic. At the moment the enterprise focuses on the supply of hot drinks, particularly coffee, soft drinks and snacks. The growth of this enterprise has been significant as many branches have been launched across the globe. According to Worthington & Briton (2009) Costa Coffee has become more of a global entity that just a coffee enterprise that was launched in London. From the success story of Costa Coffee many similar companies have been resorting to the strategies applied by Costa coffee in order to achieve their goals. Costa Coffee has several aspects of both its internal and external environment. In its internal environment, operation and structural arrangement makes most of the issues faced in this particular environment. According to Turner (2003) it was hard for the enterprise to open up more than one branch. However, this move was significant as the management of Costa Coffee had the motive of reaching a wider target market. This was only possible through right and proper management that would ensure that all operations and structures are well formulated to suit the resources available for the enterprise. After the launch of another Coffee shop in London, it became easier to open up branches and manage them effectively. However, when it came to cross-border investment the scenario changed since the rules of trade became more complex. In the internal environment, the enterprise had to ensure that they had the right staff to operate in the company, proper management of funds and resources and a strong management team that would ensure continuity of the venture. In the external environment, the main issue was creating a greater competitive advantage over its competitors. This meant that the enterprise had to formulate the best strategy in order to be better than its competitors. Just like any other business venture, competitors create the greatest threat to any new enterprise entry in the corporate environment. For Costa Coffee there was an added advantage as they had started as another venture which had already established a market base. Another significant external market factor was the adherence to the rules of trade in the market. This matter became more complex when the venture had to expand its operations in other countries. The international market has new operational rules and regulations that enterprises need to adhere to. According to Turner (2003) adhering to trade rules and regulations is one external environment factor that any business enterprise is required to effectively consider. For Costa Coffee regulation inclusions of the hotel and catering industry was mandatory. Communication in any organization is an important factor that should be considered effectively. Communication extends from just the requirements of the internal management system. For example, the general corporate environment has rules and regulations that should be adhered to by all organizations. For this to be effectively implemented there should be a proper communication structure from this law creating bodies to organization heads and employees. In Costa Coffee the situation is not different. The market requirements in the catering industry need to be communicated effectively to all the involved enterprises. In Costa Coffee the main branch in London is responsible for communication throughout the whole organization. In the internal environment, the management is also responsible for enabling communication in the enterprise. In an argument by Worthington & Briton (2009) the communication strategies employed in all companies should be considerate of the requirements of both the external and internal environment. This provides a company with the appropriate tools and content of communication. For instance, if Costa Coffee fails to consider the requirements of the external environment in regard to rules and regulations, it would be difficult for the venture to stretch its global ambitions. The enterprise needs law to reach its limits and for the law to be implemented in all its branches, an appropriate communication strategy should be employed. When managing change, internal communication should be well formulated and implemented. In managing change, all factors in the organization should be considered. Change is launched from the top management, and for it to be implemented across the whole organization, a proper communication tool should be developed. In words by Fielding (2006) the success of any organization is measured by how effectively communication runs in the organization. The author further argues that communication becomes of greater importance when it comes to managing change. The development of Costa Coffee from the supply of coffee beans to the supply of hot drinks, soft drinks and snacks required a proper and effective management in regard to this change. According to Fielding (2006) proper communication between the management of Costa Coffee and its employees was significant in ensuring the enterprise changes its operational structure. This effective communication strategy has enabled the enterprise to enjoy stable operation in more than 20 nations that host its widespread branches. Regardless of the stretched branches, communication in each branch is based on the requirements of the external and internal environments in each trading zone. Marketing and communication concepts are usually based on the operations of a business. Additionally, they are also shaped by the external factors and environment a business venture is exposed to. For marketing concepts, the business environment an enterprise is exposed to very significant. For instance, if Costa Coffee is to apply a marketing concept, it would greatly rely on the operation of its competitors. This may include offering incentives to consumers, provision of discounts to its customers or participation in social activities. In addition to this consideration, marketing concepts should be generated with the perspective of the SWOT analysis of the enterprise. In an argument by Worthington & Briton (2009) marketing concepts should maximize the strengths of a business and as much as possible shield the shortcomings of the enterprise. For instance, Costa Coffee has at its disposal the privilege of having numerous branches across the globe. The organization should use this fact as a form of goodwill that will capture the trust of more people. Additionally, the venture could capitalize on this fact by creating marketing concepts that relate to the whole business market. In communication concepts, much is generated from the internal business environment. Additionally, communication concepts are based on the organizational structures. In Costa Coffee there is no complex organization structure. For this reason, the communication concept used in the enterprise is from the organization to the staff. This is a simple communication concept but a very effective mode of communication. In this communication environmental requirements such as policy changes are addressed. Internal factors such as change are also considered when developing communication concepts. In an argument by Worthington & Briton (2009) communication concepts should be democratic and free at the disposal of any employee. The relationship between communication concepts and all employees in an organization should be based on equality. Every individual in an organization should be incorporated in the communication concept of a company. By this strategy, there is an evenly distributed communication channel that all factors in an organization would feel free to use. An integrated approach to communication has numerous benefits to an organization. Firstly, with proper communication all the operations in a business would be evenly distributed and effectively executed. The decision making process of an organization with an integrated approach to communication is easy since each employee provides their own views on the venture. Additionally, an integrated approach to communication acts as an employee motivation tool. Employees feel more inclined to perform well if provided with a communication tool in which they will air their suggestions. An integrated communication approach should however be managed by the top administration to ensure authority is felt across the whole organization. Reference List Fielding, M. (2006). Effective communication in organizations. London: Juta and Company Ltd. Turner, P. (2003). Original communication: Making it work. New York: CIPD Publishing Worthington I., & Britton, C. (2009).The Business Environment 6th Ed. Harlow. 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