Marketing Business Analysis of Costa Coffee Company Term Paper

Marketing Business Analysis of Costa Coffee Company - Term Paper Example Costa is currently the leading coffee chain in the UK in an industry that is highly competitive and rapidly growing. In spite of the current contraction forces within the global and UK economies, Costa has been able to expand sufficiently in the emerging economies as well as in its domestic market in the UK. Costa's brand focus on its various renowned coffee brands has been equaled with portfolio growth and development into new areas of service. Costa operates from the civil parish and market town of Dunstable as its main headquarters, situated in Bedfordshire England. Although leading its major competitors in terms of physical stores, it comes second to Starbucks regarding market share. Costa is completely owned by Whitbread. Among its major competitors, it has cut out its market niche by being the only coffee chain that offers hand-made coffee products to its clients. Costa Coffee has many brands, among them Miscela, Macinatura, Macchina and Manna. Costa specializes with Italian made coffee as their products suggest. All Costa coffee shops have been installed with Italian made Espresso machines. All these machines have been perfectly tuned to a long period to attain wide volumes of flawless coffee. Their special blend of Arabica and Robusta coffee is slowly roasted to perfection, much to the satisfaction of their clients. Towards the end of the year 2010, Costa acquired a market share of 37.7% to become the biggest coffee franchise within the UK. Bruno Costa and Sergio started the company in the year 1971, which later became part of the Whitbread franchise in 1995.