Analysis of Costa Coffee. Economics for Management and Business

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You must choose a firm based in the UK. (don’t choose multinational ones)

• Make sure that the firm chosen has useful microeconomic and
macroeconomic time-series data available for investigation.
• Justify your firm choice on the basis of analysis and identify
specific research questions and issues that you considered relevant
for your chosen firm.
• The objective of the essay is to assess your understanding of the
concepts and tools introduced in the module. Indicatively, your
essay should comprehensively cover three main aspects:

First, you should assess the position of your selected firm within the
industry including, e.g. major determinants of demand, price
elasticity, market structure, competitive analysis and government
legislation. (MICRO CONTEXT)
(35 marks)
• Second, you should analyse how past, current and future prospects
of the economy (domestic and international) have an effect on your
selected firm. E.g. GDP growth, inflation, interest rates and balance
of payments. (MACRO CONTEXT)
(35 marks)
• Finally, based on your previous analysis, state your
recommendation(s) describing possible strategies that the firm can
consider (30 marks)

• Your discussion may need to incorporate arguments
that go beyond the lecture materials. Consequently,
you should do your own research, review the relevant
academic literature and business profile and write an
essay that represents your own efforts, ideas and
conclusions.
* insert the footnotes and tables within the text.

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