To: Brad Collins, Senior VP of Marketing
From: Learning Team C Consultant Group
CC: Manager for Business Development (International Business)
Re: Coffee Time – India Market Research Recommendation
The current question on the questionnaire states, how may cups of coffee have you consumed in the past 30 days? The more appropriate question to ask potential customers should be, how many cups of coffee have you consumed in the past 30 days outside of the home? We have concluded that the adult and young adult population would be the best group to target with this question because they are decision makers and have the ability to produce the greatest sales for the organization due to consumption.
The organization faces significant challenges which include target cities to enter, the target population and the expected revenue per location.
Granted the information obtained through the surveys will allow Coffee Time to obtain valuable data that can be used to select profitable and successful locations in India. Delhi, Mumbai and Bangalore are the largest cities, the most modern and have the highest monthly income which makes these areas the target location for Coffee Time stores.
Coffee Time can avoid poor decision-making strategies and provide a clear picture of the data collected in India by following a few simple recommendations. First, conduct a SWOT analysis (Strengths, Weaknesses, Opportunities, and Threats). An internal and external analysis would provide Coffee Time with an idea of what is going on internally and externally with the company and how it might affect the new initiative to venture into the Indian market. The company should carefully consider various political, social, and economic forces, such as increasing competition, and changing demographics.
Next, they will need to gather information related to what types of coffees are consumed by the Indian people. Obtaining preferred taste will require Coffee Time to research... [continues]
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