Coffee Time is a chain of coffee bars that is popular in North America and Europe. It obtains and roasts some of the finest coffee beans and they also sell a variety of blended coffee beverages and snacks. In addition, recent trends in the global coffee business indicate that South Asia is an emerging market for coffees with a special flavor and coffee bars. Coffee Time has identified India among other South Asian economies as a bright prospect. Coffee Time is a premium brand of exotic and regular coffee flavors. For many Americans and Europeans, Coffee Time stands for the celebration of coffee. Since, the management of Coffee Time is considering the option of entering into India; they must analyze some data and come up with a research design that should answer the following:
• Which city or cities should Coffee Time enter?
• Who is the target segment?
• What is the expected revenue per outlet?
Therefore, since Coffee Time is entering a new market they will follow a two- stage market research design that involves a secondary research and primary and experimental research that they will design to determine if Coffee Time should enter the Indian market. Keep in mind, the research will have to operate within a defined budget. In order to get the right data, Coffee Time hired a market research firm called Total Access. However, to help get some of the data on cultural outlook and the degree of affluence of the people; Coffee Time agreed to send their Senior Vice-President, of Marketing Brad Collins to India as well. Total Access along with Collins prepared a perceptual map of twelve Indian cities, which has been classified based on the cultural outlook and the degree of affluence of the people.
There are several things Coffee Time knows about the vario ...