Coffee Time Research
CoffeeTime Research and Decision Making
CoffeeTime is looking to expand and move into new markets. India has been selected as a new possible location for CoffeTime outlets. While trying to determine where to locate future CoffeeTime outlets in India, considerable data was analyzed. The analyzed data covered demographics, leisure and lifestyle, infrastructure and competition of the most affluent and progressive cities in India. This data gave CoffeTime a clearer picture of which cities may have the highest propensity to purchase their coffee and associated merchandise (University of Phoenix, n.d.). This data allowed CoffeTime Business Development Managers to make educated decisions and to determine what other information was needed to make a smart business decision.
Analyzing many factors and types of information is important to make a well rounded decision. In the scenario, under the demographics heading, education, population by age, household income, and gender division was considered. Knowledge of these variables lends clarity and identification to the existence of CoffeTimes targeted segment. While studying the leisure and lifestyle habits of the targeted cities in India, CoffeeTime focused on the total visitors to local malls, average mall visitors per day, and the number of malls in the city. This information helped establish the shopping patterns of local residents. In addition, the number of restaurants were identified to establish a degree of affluence and to identify potential location(s) of CoffeeTime outlets (University of Phoenix, n.d.)
The infrastructures of the targeted cities were not considered as Total Access, CoffeeTime's research agent, had minimal information in this area. Further research as to the number of colleges and or schools coupled with the average number of students in attendance would be helpful in determining potential CoffeeTime outlets. However, CoffeeTime did consider the direct competition by determining the...
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