Setting up a small roastery in Fenchurch Street, they committed to crafting the finest quality coffee. In addition, we conducted a bibliographic review on the participation of Costa Rican cooperatives in the FT market (see, e.g., Ronchi, Reference Ronchi2002; Luetchford, Reference Luetchford2008; Senz-Segura and Ziga-Arias, Reference Senz-Segura, Ziga-Arias and Ruben2009; Babin, Reference Babin2012, Reference Babin2015; Daz and Hartley, Reference Daz and Hartley2014; Snider et al., Reference Snider, Gutirrez, Sibelet and Faure2017b, among other studies). However, Costa Coffee also focuses on the affordability of its coffee. The company leads the park in most of the countries in Europe where it operates. Starbucks aims to deliver the best possible coffee to customers, regardless of time. Costa Coffee operates in over 31 countries with a total outlet count of more than 3300. Costa Coffee B Project Marlow Generic and Intensive Growth The employees of Costa coffee are trained to follow a highly professional and polite behavior with its customers. WebCosta Coffee. Fair Trade and A Global Commodity: Coffee in Costa Rica, Market reforms and commodity price volatility: the case of East African coffee market, Productivity and profitability of multistrata organic versus onventional coffee farms in Costa Rica, The value of Region of origin, producer and protected designation of origin label for visitors and locals: the case of Fontina cheese in Italy, International Journal of Tourism Research, The boundaries of multinational enterprises and the theory of international trade, Policy reforms and asymmetric price transmission in the Zambian and Tanzanian coffee markets, Organizational type and efficiency in the Costa Rican coffee processing sector, Credit, insurance and farmers liability: evidence from a lab in the field experiment with coffee farmers in Costa Rica, Journal of Economic Behavior & Organization, How coffee private family enterprises enhance well-being and women empowerment? IvyPanda, 27 Mar. (LogOut/ They define the strategy that the organization is to employ. Within environmental certifications, organic production practices seem to have a significant positive effect on the price while, on the other hand, FT mills have not reported higher average annual prices than non-certified ones. In order to mitigate this information asymmetry, Costa Rica's 2762 Law on the Regime of relationships between coffee producers, manufacturers and exporters was enacted in 1961 to regulate coffee berry prices in the country. Its brand of coffee has an Italian origin, which is a differentiation strategy. In the latter group, we focus on two cases that are particularly relevant in the Costa Rican coffee sector: Fairtrade (FT), which is a company certification, and organic coffee (OC), which is a product certification linked to coffee quality and the technology used to produce it. Specification and diagnosis tests. Some of the ice blended products offered by costa coffee are: coffee cream, Mocha cream Frostino, Lemonade etc. Coca-Cola just purchased British coffee-shop chain Costa Coffee for $5.1 billion. Alternatively, check out theMarketing91 Academy, which provides you access to 10+ marketing courses and 100s of Case studies. The database is updated daily, so anyone can easily find a relevant essay example. Costa Coffee also offers coffee machines under the brand Costa Express. Also its employees all over the world wear same color uniform which is deep black in color. Costa Coffee Company Analysis - 2631 Words The size of Costa Coffee restaurants, on the other hand, is big enough to hold their customers comfortably. } Costa Coffee operates in an industry that is highly competitive. (2020, March 27). Despite this law, it has been observed that coffee mills report quite different annual average prices (see figure 1). What Do You Look For In A Creative Agency? (2020, March 27). However, previous analyses focus on the influence of individual variables such as quality, environmental certifications, or regional differences in coffee prices. The other factor that Costa Coffee should look at is innovation, as this will help in product development. The results are not quite as staggering, Caffe Nero is a close contender at 84MG. It should embrace innovation and encourage the development of new products that meet the needs of the customers. Considering the FT objectives, as well as some of the empirical studies previously carried out in this area, the following hypothesis is posed: H5: FT-certified coffee mills pay higher prices (both for organic and non-organic berries) than non-certified mills. The coffeehouse was set up in 1971 by the Costa brothers, Sergio and Bruno. According to ICAFE (2017), Costa Rica has eight coffee producing regions, which differ with respect to altitude, rainfall volume and soil characteristics. Regarding coffee growers' strategies, it is important that they become fully aware of the expected responses of prices with respect to different factors and which of those factors are under their control or not. Likewise, Wollni and Zeller (Reference Wollni and Zeller2007) found that farmers participating in the specialty coffee segment in three coffee regions of Costa Rica received higher prices than those participating in conventional channels. Therefore, it should embrace technology in its production (Stevenson, 2011). Coffee production is also one of the most important activities in the rural regions of many developing countries as around 2025 million families in 51 nations depend on coffee production for their livelihoods (Castro et al., Reference Castro, Montes and Raine2004; Lewin et al., Reference Lewin, Giovannucci and Varangis2004; Prasad, Reference Prasad2019). Costa Rica. The value added by the uniqueness of the product may allow the firm to charge a premium price for it. The company was acquired by Whitbread in the year 1995. This research paper on Costa Coffee Company Analysis was written and submitted by your fellow Mercatus Center's Global Prosperity Initiative. In the case of Costa Rican coffee plantations, Lyngbk et al. The third group has to do with differentiation strategies that farmers can use to put them in a better position, mainly by adopting social and environmental certifications and programs. Costa Coffee Global Expasion Approach INTERNATIONAL MARKETING STRATEGY Authors: Sofia Mondragon Ruiz University of Kent Discover the world's (Reference Dragusanu, Montero and Nunn2021). March 27, 2020. https://ivypanda.com/essays/costa-coffee-company-analysis/. F.J. Andre acknowledges funding from the Spanish Ministry of Science and Innovation (project PID2019-105517RB-I00). The mission of Costa Coffee is to produce the best coffee in the world and become the best/ leading coffee business (Costa Coffee, 2014). It appears your prediction was wrong. hasContentIssue false, This is an Open Access article, distributed under the terms of the Creative Commons Attribution licence (, Copyright The Author(s), 2022. It should have the equipment that is sufficient to sustain the future increase in productivity. We conclude that the null hypothesis (ftp is not an endogenous variable) cannot be rejected. How Is Costa Coffee Differentiation Strategy | Techie Heap They are measures that ensure products are produced to the highest level of perfection to ensure high quality. In the sample period, 20 buyers were FT-certified at least in 2 years; nine of them belonged to the COCAFE consortium, while 11 were independent cooperatives or growers' associations. Coffee, farming families, and fair trade in Costa Rica: new markets, same old problems? The price of coffee also varies according to the supplement added to coffee like extra chocolate, cream etc. The Nationally Appropriate Mitigation Actions (NAMA) program has been adopted by the Costa Rican Government as a way to reach CN at the national level by 2050. But the former seems to attract a younger customer, while the latter seems more popular with adults. Table 2 shows the definition and the main statistics of each variable. The company also engages in product development, which is a very significant factor for the future performance of Costa. Browse marketing strategy and 4Ps analysis of more brands similar to Costa Coffee. Coffee consumption in India is growing at 6% per annum compared to the global 2% plus. The price is also directly proportional to the quantity ordered. Strategic management is important because it helps an organization to achieve its goals. It also means that the company has a wide variety of products that vary based on the cultures and the needs of the different countries in which it operates. Has data issue: false How much more do growers receive for fair trade-organic coffee? Internationally it operates 442 stores throughout the world in 28 countries. Most famous offering of Costa coffee are: Cappuccino, Latte, Flat white, Americano, Mocha, Expresso etc. Ive been reading through some coffee blogs and it seems to me, all the pro Starbucks punters seem to prefer the banoffyknickerbockerglorymarshmallowcremedelightlattes, whilst Costa appears to be favoured by grown ups, who actually like the taste of the coffee and probably dont drink WKDs at the weekend. It has banked on innovation to help it develop its products accordingly. They have decided to lengthen their product line by using an upward stretch, where high quality and more expensive items are introduced: the company is introducing coffee made using rare, luxurious coffee beans. The promotional and advertising strategy in the Costa Coffee marketing strategy is as follows: Costa coffee is a premium brand which does not rely much on advertisement on TV, print media etc. Public policy can also contribute to fostering and guaranteeing the success of agricultural diversification. This is a much more effective and affordable way to reach your customers and generate business. Not only is competitive advantage vital for survival in the U.Ks saturated coffee market; but how a company goes about differing its products also provides plenty of scope for failure, as well as success. London, UK: Pearson Education. First, the vertical integration strategy of MCCs allows them to merge the production, processing, and exporting links in the coffee value chain. This enables the firm to continue to sell to business executives on their way to and from work, by offering speed, and then on their lunch-break, by offering premium priced cakes and sandwiches. Since Tarraz is between 1,100 and 1,900masl, this variable can be interpreted, to some extent, as a proxy for altitude. There are a number of process designs that a company can adopt. Costa coffee produces coffee based on the needs of its customers. (ii) implementing soil conservation practices such as planting shade trees, planting cover crops and mulching. Whitbread is financially strong having properties/infrastructure to support Costa coffee. The use of technology was a huge boost in the service portion of their vertical integration. Costa Coffee is an organization that is highly ranked in its industry globally. This is being combined with other optimist approaches. To determine the most adequate approach, the pooled, fixed effects and random effects (RE) versions of the two specifications (equations (1) and (2)) were estimated. Therefore the price is relatively high in comparison to smaller coffee shops. The data is collected and fed into a computer program that is able to project the quality of resources needed at a given time and the quantity needed at a specific time, all other factors remaining constant over the time. In Costa Rica, Dragusanu et al. First are some external factors, such as the international price or the impact of multinational companies. This also happens to be the major factor why Costa Coffee has been able to thrive in Europe. Early adopters may have to wait up to a year for the next harvest! The operations that an organization engages in are all geared towards achieving its goals. "Costa Coffee Company Analysis." WebThe adoption of differentiation as a secondary generic strategy allows Costa Coffee A proposal to build the next generation self-serve Espresso Bar to expand the customer base by emphasizing over the unique product features. The company also runs a loyalty program as Costa Coffee Club which allows its frequent customers to get discount on products and earn points on purchase of products from any Costa Coffee outlet. Differentiation is when a company provides different offerings to suit different customer wants, which in turn allows them to create a competitive advantage. Feature Flags: { Following its 3.9bn ($4.8bn) acquisition by Cola-Cola in late 2018, the company has operated in the US market via automated Costa Coffee Smart Caf machines and BaristaBot locations. Business is my passion and i have established myself in multiple industries with a focus on sustainable growth. Webdifferentiation in terms of environmental and social attributes. Among such forces, we identify three groups. 08 August 2022. Strategic management of health care organizations (7th ed.). Section 2 presents the conceptual framework and the hypotheses to be tested, and section 3 explains the methodological aspects, including the econometric approach, the variables considered, and the data sources used. Descriptive statistics of national and international prices. A fully fledged assessment of the FT program, which is not the object of this study, should also consider additional elements, such as the fact that FT cooperatives use part of the premium to carry out community development activities or training and technical assistance to coffee growers. Companies in this industry have to face the entry and exit barriers as infrastructure and branding cost are involved in the setup of the company and if the business is unable to attract customers then its just the loss for the franchise owner. Note the growth potential of your market as well as your competition and the potential risk they may represent to your company. Costa Coffee The reason is that, in a highly competitive global coffee market, quality coffees are increasingly in demand and high-quality coffee can receive better prices than FT certified coffee. Pelupessy and Daz (Reference Pelupessy and Daz2008) argued that the optimal growing altitude in Central America is between 1,200 and 2,100m above sea level (masl). According to the Costa Rican Coffee Institute (ICAFE, 2017), 43,035 coffee growers, 246 coffee milling companies, 76 exporting firms and 65 roasting firms were operating in Costa Rica in 2017. It works with coffee-growing communities around the world to source high-quality coffee beans. WebCosta Coffee has successfully implemented the differentiation strategy by offering a wide range of high-quality coffee blends, food items, and customer service experience. Close this message to accept cookies or find out how to manage your cookie settings. (Reference Snider, Gutirrez, Sibelet and Faure2017b) identified, for some certified cooperatives in Costa Rica, a low market demand for certified coffee, weak price incentives for certified coffee and a high auditing costs. Your privacy is extremely important to us. Coca-Cola acquired the worlds second largest coffee chain, Costa Coffee, in 2019. Organic is a characteristic of coffee and its production process. Fill in your details below or click an icon to log in: You are commenting using your WordPress.com account. This is a complete contrast to Starbucks. In this regard, Blackman and Naranjo (Reference Blackman and Naranjo2012) found that organic certification in Costa Rica significantly reduced use of chemical pesticides, fertilizers, and herbicides and promoted the adoption of organic fertilizer. In addition, the company has stores in some hospitals (Costa, 2013). It is well-established that international markets are crucial in determining the domestic prices of commodity products, especially in small countries with open economies (Igami, Reference Igami2015). (Reference Dragusanu, Montero and Nunn2021) found that the FT certification is associated with a higher sale price and greater sales by coffee cooperatives. Also read Costa Coffee SWOT Analysis, STP & Competitors. In addition, Talbot (Reference Talbot2002), Faure and Le Coq (Reference Faure and Le Coq2009) and Garca and Valenciano-Salazar (Reference Garca and Valenciano-Salazar2016) identified MCCs operating in Costa Rica. Employee satisfaction is also important to Costas continued success. We are concerned about the effect on price of coffee attributes, and especially those that can be strategically decided by growers. However, three main groups, which include middle class people, families with kids and working professionals, can be three target markets of Krispy Kreme. Additional paths for future research include the consideration and comparison of a wider variety of differentiation strategies and checking to what extent the results obtained in Costa Rica can be extrapolated to other coffee producing countries. Since coffee price is sensitive to some variables that are beyond the control of small growers, such as the fluctuations in the international prices, the intervention of public institutions can be crucial. This is IvyPanda's free database of academic paper samples. Costa Coffee have used a relatively low-risk form of market development market They presented three cases; two cooperatives sold only 40 per cent of their coffee at FT prices in Costa Rica, while another cooperative sold only 23 per cent of its coffee in the FT market in Guatemala. These strategies are prone to put MCCs in an advantageous position when it comes to negotiating prices. WebThrough differentiation generic strategy, Costa Coffee B Project Marlow positions its product offerings in a way to stand out and be different from the available alternatives. Table 1 shows basic statistical information about the domestic price and the international price. If you are the copyright owner of this paper and no longer wish to have your work published on IvyPanda. Coca Annual average prices of coffee berries reported by mills in US$ per bushel from 20072008 to 20152016 coffee harvests. Coffee in its product portfolio is what it is known for and thats why it is a star in the BCG matrix. WebThrough differentiation generic strategy, Costa Coffee B Project Marlow positions its product offerings in a way to stand out and be different from the available alternatives. Although this is not in perfection, its constraint management is at an acceptable level. Spotlight: Costa's Strategic Objectives | Lucidity Costa Coffee Costa coffee has large product portfolio in the beverages segment which is helping the company to compete with the peer companies. Therefore, all its strategies are geared towards producing the best quality of coffee. Costa coffee cost leadership or differentiation Free Essays Evidently, a premium price tag will be used to cover these large labour expenses. By offering a unique experience to its customers, Costa Coffee can create a strong brand image, increase customer loyalty, and ultimately increase its revenue (Anwar, 2016). The program helps the company to be precise in its predictions and reduce wastage of time and resources. Devyani International Limited (DIL), franchise operator of the UK-based chain in India since 2005, opened 14 new Costa Coffee stores during the last quarter to reach 69 outlets. "Costa Coffee Company Analysis." The prices are specified by buyer, type of coffee (including organic coffee) and coffee region. In other words, the products are semi- standardized. Observations per group: average=5.7, minimum=2, maximum=9. a The Central Valley and Tres Ros Regions, variable cvtrpai (r)t is omitted. (iii) using natural substances for disease, pest and weed control, rather than synthetic pesticides and herbicides, (iv) minimizing the use of fossil fuels in the production process, and. Operations should be aimed at maintaining high quality of production, as this will give them a competitive advantage. They are essentially targeting the same customers, but whose needs change according to their location. Costa Coffee Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Does Fair Trade Coffee Help the Poor? 1 An additional reason to choose these certifications is based on data availability for the period under study. This finding is similar to that of Jena et al. Costa Coffee March 27, 2020. https://ivypanda.com/essays/costa-coffee-company-analysis/. Regarding the specific environmental differentiation strategies that we have focused on, we find that organic production tends to get higher prices, while FT mills do not report having paid higher annual average prices, which suggests the necessity of further research for a fully fledged analysis of coffee differentiation strategies.
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