MBA510_TeamD_ResearchAndDecisionMakingPaper[1]

MBA510_TeamD_ResearchAndDecisionMakingPaper[1] - Research...

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Research and Decision Making 1 Running head: COFFEETIME: RESEARCH AND DECISION MAKING CoffeeTime: Research and Decision Making Nicholas Belcher Lacey Bowden Brian Burke Joshua Carpenter Esther Wright University of Phoenix Managerial Decision Making – MBA/510 Debasis Bhattacharya April 21, 2008
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Research and Decision Making 2 Coffee Time: Research and Decision Making [INTRODUCTION] In this paper Team D will attempt to address a number of questions and significant considerations that CoffeeTime must make in order to determine the most effective plan for entering the India Market. Questions that will be considered are knowledge of various locations, further research that may be needed, the limitations of the data accumulated as well as validity and reliability. Additional data that may be needed for Coffee Time Bar locations will also be discussed including random sampling. Recommended decision making strategies will also be addressed including the limits of research and the constraints of environmental factors. Determining location of outlets and discovering the unknown CoffeeTime has had to analyze considerable data, in its attempt to determine where to locate its outlets in India. CoffeeTime has also spent considerable amounts of time and money in gathering primary research on India’s demographics. Descriptive statistics played a huge role in gathering quality demographic information, however; CoffeeTime was able to obtain information about the size of cities, population age and gender, monthly income, education levels, number of malls and visitors on a daily basis, and other sources of leisure and entertainment. Information was also gathered on competition in their area of specialty, as well as market size for coffee production. CoffeeTime was able to identify the culture of the cities throughout India and assessed potential target markets. A survey tool was designed and will be given to a representative sample size of the target age group within each of the identified cities to provide information on the coffee drinking habits of each age group. Examples of these questions are:
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Research and Decision Making 3 Number of times you visit coffee bars Type of coffee you consume Coffee flavor preferences Average amount of time spent in coffee bars This survey will help in determining the popularity of coffee amongst India residents. It is a great tool that can be utilized. There was much information based on the cultural outlook and the degree of affluence of the people, but there are still a few things that CoffeeTime could learn by conducting further research. It is important to understand the residents and their affinity for coffee. For example, how do the residents of India perceive coffee in comparison to residents of Europe and North America? This information allows CoffeeTime to design their stores in a way that will attract the most people and in return they generate a successful business. The population growth of the city is not clearly defined and this information would help CoffeeTime determine what the consumer
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This note was uploaded on 06/27/2008 for the course HR 501 taught by Professor Bob during the Spring '08 term at Adams State University.

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MBA510_TeamD_ResearchAndDecisionMakingPaper[1] - Research...

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