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of Phoenix MBA 510 CoffeeTime: Using Research in Decision-Making CoffeeTime ...
Research and Decision Making. Research and Decision Making Assignment Coffee Time
is a chain of coffee bars that is popular in North America and Europe. ...
research and decision making. Research and Decision Making Before any research
is conducted, the time, location, workers, target ...
Research And Decision Making. Research and Decision Making Before any research
is conducted, the time, location, workers, target ...
Submitted by xavierfoley on June 30, 2008
Category: Miscellaneous
Words: 1768 | Pages: 8
Views: 192
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Research and Decision Making
Before any research is conducted, the time, location, workers, target audience and the amount of income needed for the business is considered. Coffee Time (CT) recognized an emerging market in South Asia (India). In order to determine how much revenue that may be obtained from each outlet, CT employed Total Access (TA), a market research company, to research the cities and potential target audience in India. As demonstrated by CT, an organization needs to be innovative, open to change, and flexible in order to remain productive (McShane & Glinow, 2004).
For CT to compete fiercely in India, it may need to expand into affluent and densely populated territories, with ‘special flavors’ and coffee bars, to ensure that the targeted market is reached. This may require TA to be familiar with the cultural outlook, lifestyle, demographics, and infrastructure of the population in India.
What does CoffeeTime truly know about the various locations in India? What does CoffeeTime not know that it might learn from further research?
Coffee Time decided to expand to India, because of the awareness that India’s economy is good for business, especially coffee. Doing so requires CT to form an alliance with TA, to assess the area and determine the sites that may be very lucrative. Because of the exotic and aromatic coffee flavors that CT offers, people from various lifestyles may be attracted. India’s booming market and its traditional and modernized values are also added attributes to the coffee sales in the area. India’s economy is also strong because of its prospects in technology. Hence, Brad Collins, Senior Vice President of Marketing for CT, proposed opening other sites in India. Before making such move, CT needs to determine where to locate the coffee bars (what cities), age groups and the population distribution of the area (Research Simulation, 2008).
The first step in locating a potential space for...
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