In terms of image and market characteristic research this would need to be entirely done from a primary research perspective, assuming CoffeeTime is interested only in their specific brands' image and market characteristics. There are secondary data studies however available for these attributes from a broader standpoint. CoffeeTime's strategic needs for information needs to dictate this decision.
Part 2:
Finally, what additional strategy (or variation on a given strategy) would you recommend to the key decision maker in the simulation to solve the challenge given? Prepare a 350-word memo to the simulation's key decision maker advocating your recommendation.
Based on the initial analysis completed of the Indian market for coffee consumption, there is a further series of research strategies needed to more fully interpret and respond to coffee consumption through India. The steps required from a research plan perspective are as follows:
Focus groups in Mumbai, Delhi, Chennai, Bangalore, Pune and Ahmedabad. The intent of completing these studies is to gain insights into how the differences between independent and franchised coffee shops are perceived in each city, including unmet needs in each city for coffee shop services including access to the Internet and pastry sales as well.
Taste testing methodology across all cities. As part of the Indian market research taste tests need to be completed in each city to ensure the blends offered are consistent with the tastes and preferences of Indian consumers.
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