Case Analysis – Coca-Cola

Coca-Cola/Costa Coffee Case Analysis (25% of the grade)
The Case for this assignment is Case: Coca-Cola Brews a Hot Acquisition: Costa Coffee
Find the case in Content>Course Resources>eReadings
Cite this case as:
Maamoun, A., (2020). Coca-Cola brews a hot acquisition: Costa coffee. In SAGE Business Cases. 2020. 10.4135/9781529724554
Case Study Goals:
Understand the scope of challenges when entering into new markets
Apply cultural considerations in adapting a global brand to a local context
Critically assess marketing implementation strategies
Identify potential country markets that match with a company’s core competencies
Demonstrate critical thinking and effective writing skills consistent with a 400-level college course
Case Study Objectives:
Understand how a company’s management orientation can direct their approach to foreign market entry
Demonstrate understanding and application of the external environments affecting global marketing activities
List, describe and apply the different modes of foreign market entry
Analyze qualitative country and business facts and their implication on global marketing strategy
Make and defend your country selection and business decisions
Develop critical thinking skills by demonstrating ability to apply global marketing concepts to a particular situation
Demonstrate college-level writing skills consistent with a 400-level course.
Please answer the following questions in your case analysis (not the questions in the case study).
Why did Coca-Cola acquire Costa Coffee?
What has made Costa Coffee successful so far?
Based on the case narrative, identify two issues challenging Costa
Coffee’s current operations. What would you recommend Coca-Cola/Costa
do to address those challenges?
Assume Coca-Cola is interested in introducing Costa Coffee to the
United States. How will the U.S market be different from what Costa
Coffee has experienced in Europe, Asia, and Africa?
For its first U.S. expansion project, what U.S city would you
recommend to Costa Coffee for its launch? Be sure to explain your
rationale in terms of why that city would be an attractive expansion
Create a SWOT analysis for Costa Coffee entering the US market.
Include three (each) strengths, weaknesses, opportunities and threats.
Remember that in a SWOT analysis, strengths and weaknesses are internal,
while opportunities and threats are external.
PREPARE your Case Study as follows:
Carefully read the case once for a review and then a second time
for specific content information. Be sure to give special emphasis on
the strengths, weaknesses, opportunities and threats for the
organization. Be prepared to discuss the organization in terms of mode
of entry, operational policies as well as extent of customization based
on cultural considerations.
Thoroughly read the chapters in the weekly conferences and conduct
additional outside research on country and business resources.
Review the following global marketing topics to ensure you
understand the marketing principles and can demonstrate you can apply
them in this case.
Be sure you understand all of the global marketing concepts
covered in this case and review these concepts in the course modules if
Marketing environment
Management orientations
Foreign market entry
Global branding principles
Product development
SWOT analysis
3. Prepare thoughtful answers to the questions being asked!
4. Follow ALL the guidelines for writing and submitting your Written Assignment
5. The Written Assignment should be 4-5 pages in length.
Special Note:
Formulate your own answers based on case facts and your own external
research. Remember, your case will be assessed by Turnitin prior to