Leadership Management

Leadership Management

Managing Research Design
Conducting a marketing analysis is the first step in determining if a need or audience for a given product exists. Knowing the market's needs and satisfaction levels of the existing service providers is crucial to developing new products and services. Initial research results revealed India as a potential candidate for the CoffeeTime business. CoffeeTime will have to determine which city within India will be the best candidate for its next venture.
India is a country that is accustom to drinking tea not coffee.   The different generations in India have demonstrated its familiarity with this beverage.   The older generation is used to drinking tea as a favorite pastime.   They view coffee as a luxury, when affordable.   But the newer generation has broadened their horizons and explored the coffee industry.   This has become more popular because of the cultural changes and media exposure from other countries. Secondary research was used to determine the cities that have a moderate or immediate level of coffee consumption were Chennai and Delhi. This information was not enough to determine all the elements of the coffee consumption in the select cities.  
Coffee Time might want to consider conducting further research to obtain a better understanding of India’s culture, demographics, buying power, coffee competition and coffee growth and distribution centers.   The culture would explore the traditions of the cities and their people.   Exploring the various cultures would give some insight on how to market the business to the selected cities.   The more in depth demographics should show why and when the different age groups purchased coffee in the past.   Additional research to explore buying power should give a clearer picture on what people spend their money on and how Coffee Time could influence them to add this experience to their regular lifestyle.  
Competition is another major factor in determining the success of Coffee Time.   Some...