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Running head: E-MARKETING PLAN REPORT
E-Marketing Plan Report
E-MARKETING PLAN REPORT
Presently, coffee is the most popularly traded agricultural product in the world, with it having a
global market. This article focuses on creating an e-marketing plan for Costa coffee, which was
founded in 1971 by the Italian brothers, and that has expanded into becoming the second largest
coffee brand in the world after Starbucks. The paper provides a business summary for the
organization with the SWOT analysis that shows its opportunities in expansion, explanations on
the target market, marketing objectives and goals, market strategy, budget, marketing channels,
and evaluation plan. This paper ends with a summary of the topics covered, which explains a
rationale for why the proposal should succeed.
E-MARKETING PLAN REPORT
The product selected for this research is coffee. Carvalho, Carvalho, and Souza (2019)
describe coffee as a drink that gets manufactured from roasted and ground beans and with colors
that look like the drink contains milk. According to Carvalho et al. (2019), coffee is one of the
most traded agricultural commodities in the world, with the coffee business amounting to tens of
billions of dollars. Carvalho et al. (2019) assert that coffee is consumed globally, and it presents
excellent opportunities for innovation in terms of different channels, and in mature markets
where there is high competition. The five largest coffee consumers in the world include Brazil,
United States, Indonesia, Germany, and Japan (Newman, 2020).
The consumption of coffee in the market gets fueled by its numerous health advantages
(Grosso, Godos, Galvano, & Giovannucci, 2017). Grosso et al. (2017) explain that the health
advantages presented by coffee consumption include improving energy levels through caffeine, it
is excellent for burning fat, it may help protect against diabetes type two, protects against liver
cirrhosis, and lowers the risk for Alzheimer’s and heart diseases etcetera. While coffee is very
advantageous, its side effects cannot remain unnoticed, which include insomnia, restlessness, and
a possibility of increased bedwetting for children (Grosso et al., 2017).
The chosen business is Costa coffee, which is accessible through https://www.costa.co.uk
website. Upon accessing the site, a user can note that it is very interactive with bright, appealing
colors. The website allows an existing user to login through clicking the “Sign in” button in the
navigation pane. To log in, a user needs to input their username and password. If one is not a
registered user, the website requests that one creates an account. After clicking on th...
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