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The Adaptability of Costa Coffee’s Organisational Management in Its Sinicization Operation
- 1 Business School, Durham University, Durham, DH1,3LE, UK
* Author to whom correspondence should be addressed.
Abstract
The research aims to understand the difficulties that Costa Coffee is facing during its development in China. Key research findings indicate that marketing strategy, low brand awareness and high turnover are the main issues for Costa Coffee. Furthermore, Costa Coffee’s current challenges could result in financial losses, failed market share acquisition, and eventual failure to grow in the Chinese market. Hence, it is critical to address the issues raised in this study related to Costa Coffee. This research demonstrates two suggestions based on organizational behavior theory related to solve the existing issues. With the help of Maslow’s hierarchy of needs and McGregor’s Theory X and Theory Y, Costa Coffee’s current challenges in the Chinese market can be effectively solved.
Keywords
Costa Coffee, SWOT analysis, organizational behaviour, motivation theory
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Cite this article
Zeng,N. (2023). The Adaptability of Costa Coffee’s Organisational Management in Its Sinicization Operation. Advances in Economics, Management and Political Sciences,6,476-482.
Data availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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Volume title: Proceedings of the 2022 International Conference on Financial Technology and Business Analysis (ICFTBA 2022), Part 2
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