1. What are the top three key decisions faced by Joe? a) The best location for the coffee shop:
Joe needs to find out the strategic location for the coffee shop. The location he chooses can effect the profit achievement of the coffee shop. b) Understanding what makes a coffee shop popular:
Joe needs to think a solution in how to do in order to make the coffee shop popular and maintain the popularities. Maybe he needs to create something new and more contemporary by follow the time being but still maintain the taste of coffee with the local preferences. c) Know the consumption pattern in United States:
Provide coffee with the suitable taste of American by making black coffee with nothing added and also no sugar added.
2. What are the deliverables that an outside researcher should produce to help Joe with the key decision?
An outside researcher should produce in order to help Joe in decision making by providing additional information. a) The location: Joe needs to know the strategic location for the coffee shop he want to built up by looking the surrounding market like, how many competitors in the market, how far his coffee shop with the competitor, how the competitors run their business, when people crowded the area and the location of the supplier. b) Popular coffee shop: Find the consumer behaviour and study more details about them and find out the benchmark for the coffee shop to make people know the coffee shop. c) The consumption pattern: from the research he made he noticed that people in the United States like the local taste of coffee and like the taste of coffee served at the Starbuck.
3. How relevant are the coffee taste studies cited above? Explain
The coffee taste studies cited are relevant because it helps Joe to get additional details of information about the coffee shop and get the overall study about the market, consumer behaviour and also the competitors.