Need an argumentative essay on Costa Coffee: Business Analysis. Needs to be 12 pages. Please no plagiarism.Costa Coffee is a preferred coffee house headquartered in the United Kingdom sustaining opera

Need an argumentative essay on Costa Coffee: Business Analysis. Needs to be 12 pages. Please no plagiarism.

Costa Coffee is a preferred coffee house headquartered in the United Kingdom sustaining operating income of £340.9 million in 2010. This is because the organisation is able to keep its operating costs low and gain consumer interest through a lower-than-competition pricing structure on its many finished coffee products. The company holds 36.7 percent market share in the UK against Starbucks and Pret-a-Manger. Research had indicated that the five most imperative issues facing the company are threat of new entrants in the market, the brand power of Starbucks, lack of diversification, the rising cost of commodities along the supply chain, and a growth in negative publicity regarding business strategy. Recommendations for improvement offered to Costa Coffee include repositioning the company, gaining consumer knowledge through market research to determine appropriate diversification strategies, and working with international governments to improve costs and gain positive long-term relationships for future international expansion of the brand in new markets. Costa Coffee, owned by Whitbread PLC, is the leading coffee house in the United Kingdom today. Founded in 1971, the company was acquired by its parent company Whitbread which provided the firm with its first opportunities for significant strategic expansion by 1996. Additionally, Costa Coffee devotes a considerable amount of labour and financial capital into building human capital and establishing a cohesive and dedicated organisational culture.