Marketing Business Analysis of Costa Coffee Company - Term Paper Example Costa is currently the leading coffee chain in the UK in an industry that is highly competitive and rapidly growing. In spite of the current contraction forces within the global and UK economies, Costa has been able to expand sufficiently in the emerging economies as well as in its domestic market in the UK. Costa's brand focus on its various renowned coffee brands has been equaled with portfolio growth and development into new areas of service. Costa operates from the civil parish and market town of Dunstable as its main headquarters, situated in Bedfordshire England. Although leading its major competitors in terms of physical stores, it comes second to Starbucks regarding market share. Costa is completely owned by Whitbread. Among its major competitors, it has cut out its market niche by being the only coffee chain that offers hand-made coffee products to its clients. Costa Coffee has many brands, among them Miscela, Macinatura, Macchina and Manna. Costa specializes with Italian made coffee as their products suggest. All Costa coffee shops have been installed with Italian made Espresso machines. All these machines have been perfectly tuned to a long period to attain wide volumes of flawless coffee. Their special blend of Arabica and Robusta coffee is slowly roasted to perfection, much to the satisfaction of their clients. Towards the end of the year 2010, Costa acquired a market share of 37.7% to become the biggest coffee franchise within the UK. Bruno Costa and Sergio started the company in the year 1971, which later became part of the Whitbread franchise in 1995.
Dramatic irony Essay
The Inspector makes Mrs Birling expand on what should be done to the boy and Mrs Birling not realising what has happened by linking together the parts carries on, the Inspector asks, So hes the chief culprit anyhow? and Mrs Birling replies, Certainly. And he ought to be dealt with very severely-. It is now, if the audience hadnt already worked it out from when Mrs Birling about the father being a drunk, her realising from others Erics a drunk, and the Inspector wanting Eric to stay so he could see him later, that we realise from Sheilas dramatic Mother-stop-stop! Erics the father.
It is such a dramatic moment, there is suspense and tension; it shocks the audience and yet Mr and Mrs Birling still dont see Eric as the father and tell Sheila to be quiet.
Mrs Birling doesnt stop, shes already spoken about how the father should be made an example of and she on basically saying what should be done to her son, make sure hes compelled to confess in public his responsibility. The Inspector too confirms what she has said asks again if she is sure that that should happen, she agrees, it is then she realises, the penny drops, its Eric. Shes shocked. Mrs Birling has, in other words, told the Inspector that her son is responsible, should be made an of and confess in public without even knowing it.
She has convicted her own son. This is dramatic irony as we, the audience have realised it was Eric and shes carried on sentencing him. She has matters worse, which she will eventually regret. This is such a dramatic part of the play, she has condemned her own son to the blame and also without realising killed her own grandchild I dont believe it. I wont believe it.- She will believe it.
The next dramatic moment is shorter in length but still or even more, dramatic. This is the moment at the end when the Inspector has left and everyone is left questioning what has happened.Â After the Inspector has left the family start blaming one another for the girls death. It is after this that Sheila, first of all and then the others question the Inspectors existence Its queer-very queer-.
When Sheila says this Mrs Birling seems to understand what Sheilas thinking I know what your going to say. Because Ive been wondering myself, to which Sheila replies, It doesnt matter now, of course-but was he really a police inspector? Sheila and Eric dont think it matters but Mr and Mrs Birling clearly think it does, Well, if he wasnt, it matters a devil of a lot. Its clear that the younger generation, Sheila and Eric, have very different views form that of their parents.
Sheila and Eric do not feel that it matters if the Inspector wasnt a police inspector, its what they have all done that is the important part, theyve killed a woman, He was our Inspector alright.-Eric. Gerald then returns and tells them that he has found out that the Inspector was not a real police inspector. Although they had their doubts this puzzles everyone. Gerald then has idea that all that had happened wasnt to the same girl. To confirm his thoughts he rings up the infirmary and asks if there is anyone who has committed suicide by drinking disinfectant. There is no girl. Everyone apart from Sheila and Eric are relieved and act if nothing has happened, Sheila and Eric question the way they behaved but Mr and Mrs Birling and Gerald dont care. Just when they are trying to forget, the phone rings.
The drama starts when Gerald rings the Infirmary. There is a tense wait for us to know whether there is a girl, to which all this happened to, or if the things Mr and Mrs Birling, Sheila, Gerald and Eric did was all to one girl. The characters actions add to the tension we sustain, for example Birling wiping his brow, Sheila shivering and Eric clasping and un-clasping his hands, showing their nerves. No girl has died in there today. Nobodys been brought in after drinking disinfectant. They havent had a suicide for months. We are lulled into believing it is over; that the suspense has ended and there is nothing more to happen. Mr and Mrs Birding and Gerald are relieved but it is only Sheila and Eric that keep in consideration what they have done and actually seriously think about what has happened, Sheila But youre forgetting one thing I still cant forget.
Everything we said had happened really had happened. If it didnt end tragically, then thats lucky for us. But it might have done. This just shows the difference of the natures of the characters. Sheila shows herself as being concerned and truly sorry for what she has done, as well as Eric. However, Gerald, Mr Birling and Mrs Birling show the totally opposite view on what has happened, they come across as selfish, cruel and arrogant people from the way they behave. An example of this is when Mr Birling says, The whole story was a lot of moonshine. Nothing but an elaborate sell! Sheila says how disgusted she is with their behaviour, Mr and Mrs Birling and Gerald carrying on not caring. Gerald tries to get Sheila back into thinking of the wedding Everything all right now Sheila. What about the ring.
This is a prime example of Geralds attitude towards what has happened. Sheila-No, not yet. Its too soon. I must think. Mr Birling then says something very ironic. After all that he and his wife, the older generation, have done and the way they have acted towards this situation (terribly), he turns round and comments on the younger generation, who are clearly more sensible, caring and altogether better, and says Now look at the pair of them-the famous younger generation who know it all. And cant even take a joke. This is in response to Sheila saying no to Gerald, it is very ironic. It is now that it happens, the most dramatic part of the play. The Phone rings. It rings sharply, immediately we think the worst, is it? Has a girl been found in the same situation as Eva Smith? The actions of the characters, their moment of complete silence is very tense.
Mr B. answers the phone; he talks slowly dragging the moment on. His actions are slow intensifying; he slowly puts down the phone. He looks in a panic stricken fashion at the others. The audience knows what is about to come but are still waiting for it to be confirmed. Mr Birling confirms our thoughts; a police inspector is on his way as a girl has just died after swallowing some disinfectant. This ending is very, very powerful. It changes the nature of the play as it becomes a mystery-who was the inspector? It becomes cyclical and therefore spiritual-how many more times will it happen? Will it start again when the inspector arrives?Â An Inspector Calls with its dramatic moments is a very powerful play. It has skilful climaxes and wonderful twists to the plot. It is a very enjoyable play that always keeps you on edge.
Investigation A few factors (the gradient/height of ramp, the mass of the object, friction, gravity, the energy act on the object or the length of object) can affect the final speed of an object at the end of the ramp. Planning I am going to do my investigation on â€˜ mass of the objectâ€™ which I think it is one of the factors that will affect the final speed of an object at the end of the ramp because when gravitational potential energy equals to mass times gravity times height, so if mass is increased, the gravitational potential energy will increase in proportionally.
I will do the experiment by adding weights on top of a wooden cart to increase the mass, and then I will time how long it takes to fall down from the ramp and calculate the final speed by: Diagram Weight add to the cart (grams) 0 100 200 300 400 Time (sec) 6â€™78 6â€™07 7â€™21 6â€™86 6â€™93 Weight add to the cart (grams) 500 600 700 800 900 Time (sec) 7â€™19 7â€™03 6â€™61 6â€™77 6â€™57 My experiment results are: According to the results, mass does not affect the final speed of an object at the end of the ramp.
I think this is because when something is dropped, it will transfer from gravitational potential energy to kenetic energy So I am going to change my investigation on the height of the ramp. I think height of the ramp will affect the final speed of an object when height of the ramp is increased, the gravitational potential energy will increase proportionally due to: G. P. E. = mass x gravity x height Method of doing the experiment I am going to do it by using a ramp that I can increase the height. Then I will release the cart at the top of the ramp and time how long it will take for the cart to come down.
I will increase the height by 5cm each time (5cm, 10cm, 15cm, 20cm, 25cm and 30cm). I will take down the time thrice to get the average time of it because it is more reliable. Then I will work out the average speed. I will divide the length of the ramp by the time taken and work out the final speed by doubling the average speed. The length of the ramp is one metre and the weight of the cart is 900 grams. I can make this a fair test by not pushing the cart, doing average on the time, and keeping the mass the same. Apparatus I will need.
A clamp to hold the ramp, A ramp, A wooden cart as the object and A stopwatch for timing for the experiment. Safety features I will make sure it is safe by putting books at the end to stop the cart from bumping into othersâ€™ feet and I will make sure no one is standing near it. I will do the whole experiment on the ground because this can stop things from falling down the table and hit peopleâ€™s feet. Diagram Evidence/results I have my experiment results after all of this and they are: Height(cm) 5 10 15 20 25 30 Average Time(sec) 4â€™09 2â€™31.
1â€™80 1â€™54 1â€™37 1â€™10 According to the results, there seems to be a trend. So, I think I will calculate the final speed. Height(cm) 5 10 15 20 25 30 Final speed(cm/s) 0. 489 0. 865 1. 111 1. 299 1. 46 1. 818 The trend is obvious now. It shows that whenever the height is increased, the time taken will decrease and the final speed of the cart will increase. From we calculate gravitational energy (mass x gravity/acceleration x height), height seems to be one of the main factors that can affect the G. P. E. because as height increases, the G. P. E.will be affected by it.
Example: if an object with constant gravity (x), constant mass (y) but falls from changing heights (5 and 10), the outcome will be 5xy and 10xy and this also proved that when the height is increased, the G. P. E. will increase. The forces of gravity pulls down on all objects have on Earth. If objects are allowed to fall, they accelerate downwards. Therefore, if an object is allowed to fall from a higher place, the gravity will pulls down the object with a greater force and the object will accelerate faster as it comes down.
If the object falls from a higher place, there will be more time for the object to accelerate, so the final speed of the object will be faster, and as the gravitational force is greater, the object is being pulled harder and quicker. Therefore, this explains why an object will have a faster final speed at the end of the ramp whenever the height of the ramp is increased. At first, I did an experiment on â€˜mass of the objectâ€™ that the experiment doesnâ€™t work. I have found out that mass doesnâ€™t affect the final speed of an object.
When an object is held at a certain point, gravitational potential energy is stored; when it is dropped, it will transfer gravitational potential energy to kenetic energy. So that means: Gravitational potential energy = kenetic energy Mass x gravity x height = 0. 5 x mass x velocity This shows that â€˜massâ€™ exists on both sides of the equation, that means it can be cancel out to simplified the equation. So the equation will become: Gravity x height = 0. 5 x velocity That means â€˜massâ€™ does not affect the â€˜velocityâ€™ on the right side of the equation.
Graph I have also plotted a graph of height against final speed, and after that, I have drawn a line of best fit. The graph shows a straight line of best fit. The graph shows a straight line of best fit and this shows height and final speed are in direct proportion. This proves when the height of the ramp is increased, the final speed is increased and this means the object accelerates faster. Evaluations My results are quite accurate because on the graph, all of the results go very near the best-fit line.
My results are quite reliable, as I do every height for three times and take the average of it. I can make the results more accurate by using a light sensor with the computer. This will be more accurate then using a stop watch because human need a time to react before their brain do what it is told to do which is the reaction time. I think my method of doing the experiment is quite good because I can get accurate results from it. I can improve it by putting the ramp more stable and firmer because the ramp keeps on sliding down the slide.
I think the method of doing the experiment is quite good because it gives me a quite accurate result and it takes less than half an hour to finish the experiment. At first, I did an experiment on â€˜mass of the objectâ€™ that takes about 45 minutes but I got results that are not appropriate for my experiment. So I quickly change the investigation on another topic. Although it wastes lots of time, I learn that mass of an object will not affect the final speed of a falling object.
Write something about yourself. No need to be fancy, just an overview.