Coffeetime India Market Research and Decision Making White Paper for Brad Collins

CoffeeTime India Market Research and Decision Making White Paper for Brad Collins

Richard Derochea

University of Phoenix

MBA510R4

Managerial Decision Making

November 18, 2007

CoffeeTime India Market Research and Decision Making White Paper for Brad Collins

CoffeeTime is an established, modern creation, enjoyed by millions of Americans and Europeans, where its patrons can enjoy premium brands of exotic and regular coffees, while relaxing in a unique ambience of stimulating sights and aromas. Newly hired Business Analyst, Ava Learner, MBA, is grateful for the opportunity to lead a two-stage new market research design, which involves secondary, primary, and experimental research.

Ava Learner designed and conducted secondary research that coincides with primary research from marketing consultant group, Total Access, who led the experimental study. The project team researched modern and affluent cities in India, focusing on the consuming class, while determining the target segments and estimating the expected revenue per outlet. Ava Learner's goal is to ensure the analysis of the data is extensive and the research methods are appropriate to assist Brad Collins in his decision to open new CoffeeTime Indian outlets. The purpose of this White Paper is to present statistical evidence that is valid and reliable, supporting successful market entry by CoffeeTime.

India Outlets

One of the most important decision-making factors includes obtaining the knowledge about the various locations in India, in which CoffeeTime's primary and secondary marketing research revealed. The secondary research already discovered that India is approximately three times the population of the US and one-third its size (University of Phoenix, 2002). Not only does India have a modern and serene mix of tradition, the country is also one of the most powerful economies in South Asia. India's economy includes a mixture of farming, modern agriculture, information technology, and manufacturing industries. In addition, recent investments have provided new opportunities for regional businesses and approximately 150 million consumers (University of Phoenix, 2002).

The Indian government recognizes the continuing need for economical development to maintain class and entrepreneurship. India's population is more than 1 billion and over 24 major spoken languages including English being one of the most important for national, political, and commercial communication (University of Phoenix, 2002). Current financial data show the American dollar is approximately equal to 50 Rupees and the country is rich in natural resources, principal crops and is a hotbed of major industries with many trading partners.

The primary research shows the cities of Mumbai, Delhi, Bangalore, Chennai, and Pune have higher degrees of affluence with a modern cultural outlook. The research assessed the cities' demographics and includes: population by age, education and literacy, and monthly income. Leisure and lifestyle activities help determine the number of malls, theaters, and restaurants in the area. The study of various city infrastructures which notes factors such as the number of schools, colleges, and the daily examination of flight departures and arrivals. More important is the exploration of the competition in such areas as the number of coffee chains, restaurant chains, and the market size for coffee powder.

CoffeeTime's marketing team can acquire information that is more specific if it narrows