Research And Decision Making
Research and Decision Making
Coffee Time is a franchise that specializes in a variety of blended coffee beverages and snacks. Coffee Time is popular in North America and Europe and is now interested in expanding their franchise to the up-and-coming marketplace of South Asia. Coffee Time has identified India as their first targeted area in South Asia.
This analysis will make a distinction regarding knowledgeable and unknowledgeable research information and distinguish useful primary and secondary research information. This analysis will also explain the validity, reliability, and sampling methods of the research data will assist in the decision that Coffee Time will make whether to have franchises in the South Asia marketplace.
A. Coffee Time's Knowledge regarding Various Locations
Coffee Time's original research started with 12 countries. These countries were first researched and classified by their cultural outlook and the degree of cultural influence of the people. This initial research was used as a starting point before secondary data would be purchased. The initial research was also based on the population of the consuming class of each city.
Based on this initial research secondary research was conducted on seven cities that had a high degree of affluence and a high degree of modern cultural outlook. Secondary research was divided into several categories to get a better understanding of the city. Demographics such as population by age, gender division, education, income, and literacy was gathered and analyzed to get a better understanding of they type of people that often visit coffee shops, so that Coffee Time can market to them appropriately. Coffee Time also collected data on leisure and lifestyle, which studied how many people, went to malls, theaters, and restaurants. This will evaluate peoples shopping pattern and like likely hood of them purchasing coffee outside their homes. Lastly and one of the most important...
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