Costa Coffee: The Expansion Strategy Of Costa Coffee
Costa Coffee , founded in 1995 by an italian brothers (Sergio Costa & Bruno Costa) in England. They first started as a Coffee Bean wholesale business , catering to the needs of local cafes and coffee houses. With their Italian background and experience in mixed roasted coffee beans that Sergio learnt in Parma, Italy, The Costa brothers gradually established their own unique style of roasting coffee beans. They go through a low temperature , slowly roasting the coffee beans, so that the final product has a fragrant and bitter less taste.
Today, Costa have stores all across the United Kingdom, and other retail stores also include Ottakar 's Waterstones Bookshop, WHSmith and Homebase stores , Marriott hotel. In the UK, whether it is on the main street or shopping mall, as well as five-star hotels, office buildings, airports, bookstores, metro station ...... people can see Costa coffee shops.
In the European market, Costa Coffee is developing quite rapidly, especially in the British Isles, In average, a new store opens in every 4 days. As of April 2010, its total number of outlets amount to 1069 stores , surpassing Starbucks in 2010.
It possess the largest market share of the UK and is the largest coffee shop chain. Costa is also actively planning on their global expansion , with China as their first approach in its asia expansion Strategy, then followed by asian countries such as Japan, Singapore, Korea etc.
‘Costa Coffee destabilize Starbucks , who is the leader of the
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