case study - COSTA coffee

소개글

영국의 커피체인 1위 브렌드 COSTA coffee 프레젠테이션 입니다.
첨부자료 외에 costa 관련자료 필요하시면 메일보내드릴께요.
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본문내용

Porters / Ansoff Strategy
Differentiation
Coffee nation  Costa Express
1000 self service coffee machines for £60 m
Target 3,000 units across UK next 5years
High-volume, Low-margin sales : differentiating themselves based on speed
Market Penetration
Convenience and Speed ( Drive through )
low-risk form – market penetration hybrid strategy

Existing strategy - Market Penetration
Suability
Competitive advantage - economies of scale, attracting potential new market.
Core competencies -resource, high quality generates financial turnover, rectify lack of skills, add value to HR by training staff.
Acceptability
Building on a good return on capital
Attractiveness capital rise from 36.7% to 42.2% (Whitbread,2010)
Feasibility
Culture is fast
Excellent reputation for delivering fine quality. (cateresearch,2011

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