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... Running Head: RESEARCH AND DECISION MAKING Research and Decision Making Assignment
University of Phoenix Managerial Decision Making MBA/510 CoffeeTime Research ...
Submitted by itaintez on August 29, 2007
Category: Miscellaneous
Words: 1887 | Pages: 8
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Running head: MANAGING RESEARCH DESIGN
Research and Decision Making
MBA 510 – Managerial Decision Making
Research and Decision Making
Coffee has two markets: the cash market and the futures market. The cash market is the market today, how much one pays for coffee today and receive it today. The futures market is used to help determine the price for future deliveries. CoffeeTime is a chain of coffee bars that is popular in North America and Europe (University Of Phoenix, 2007). It procures and roasts some of the world’s finest coffee beans and sells a variety of blended coffee beverages and snacks. Recent trends in global coffee business indicate that South Asia is an emerging market for coffees with a “special flavor” and coffee bars. The management team of CoffeeTime has decided to research the possibility of entering this market and three pivotal questions must be answered. Which city or cities should CoffeeTime enter? Who is the target segment? What is the expected revenue per outlet? Answering these questions will require both primary/experimental and secondary research prior to entering this new market.
Industry analyst suggested as early as 2003 that Asian markets like “Japan, traditionally a tea-consuming nation and home of the green tea that is fast proliferating in tea markets across the West, might not naturally be considered a coffee-loving nation. But coffee is not only more popular in both volume and value terms, overall tea sales are continuing to lose ground to coffee” Starbucks has played a key role in shaping coffee demand through both on-trade and indirectly off-trade channels also. The company’s new coffee concept and espresso culture has been effectively capturing Japanese consumers’ imagination since the late 1990s: Japan is the company’s first and best performing overseas market outside North America (Lee, 2003).”
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