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Costa Rican Coffee Industry - Essay Example

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This essay describes both future and current occurrences within the micro and macro marketing environments through analysis of strength, weaknesses, opportunities and threats to the market. The paper gives the strategic recommendations on how to improve marketing in Costa Coffee…
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Costa Rican Coffee Industry
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"Costa Rican Coffee Industry"

Download file to see previous pages Costa Coffee refers to a British Multinational coffeehouse in United Kingdom, a subsidiary of Whitbread PLC. It forms the second largest coffeehouse chain worldwide after Starbucks. The Italian brothers; Bruno and Sergio Costa started the coffeehouse in 1971 as a wholesale supplier of roasted coffee to specialist and caterers in Italian shops. Currently, the business operates 1375 restaurants in UK and 2500 vending facilities, in Costa Coffee, as well as 800 overseas outlets. The Costa Coffee outlets can be found in airports, Tesco stores, bookstores, hospitals and in motorway services. Some subunits can be found in railway stations as well as in the airport throughout UK. Most of the branches within airports, hospitals and cinema halls are owned by either corporate franchise or individuals. Some outlets can also be found outside the business parks, often, among most leading companies and food retailers. The Costa Express created by coffee chain from the self-service coffee bars anticipates rebranding Coffee Nation Machine to see the expansion to 3000 locations. The Coffee Nation operates in motorway services and within the Tesco stores. The company aims to target hospitals, transport interchanges and universities. The company’s roaster is in UK and is operated by three master roasters from Italy. The retail stores sell Mocha Italia coffee; six parts Arabica and four parts Robusta and use Gennaro Pelliccia as the coffee taster. The company sponsors awards such as Costa Book Awards that began in 2006....
Most of the branches within airports, hospitals and cinema halls are owned by either corporate franchise or individuals. Some outlets can also be found outside the business parks, often, among most leading companies and food retailers. The Costa Express created by coffee chain from the self-service coffee bars anticipates rebranding Coffee Nation Machine to see the expansion to 3000 locations. The Coffee Nation operates in motorway services and within the Tesco stores. The company aims to target hospitals, transport interchanges and universities. The company’s roaster is in UK and is operated by three master roasters from Italy. The retail stores sell Mocha Italia coffee; six parts Arabica and four parts Robusta and use Gennaro Pelliccia as the coffee taster. The company sponsors awards such as Costa Book Awards that began in 2006 (Allegra Strategies, 2009). Some of the controversies surrounding the Costa Coffee include the opening of Bristol outlet in 2011 without appropriate planning permission leading to planning appeals against any enforcement action in 2012. The company also faced opposition from residents who restricted them from opening up an outlet in Totnes making the company withdraw. Despite of opposition from resident and protests against opening up of the outlets, Costa Coffee managed to open some coffee shop, such as in Southwold, after getting the planning permission on the appeal. The Costa coffee possesses four characteristics. First is the miscela where the coffee is made from the unique blend called Mocha Italia. The other characteristic is grind, macinatura where each Costa cup contains freshly ground beans with appropriate consistency that ensures perfect aroma and flavours. The Mazzer comprises of Ferrari ...Download file to see next pagesRead More
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