A

CASE STUDY ON

A NEW JOE ON THE BLOCK

SUBMITTED BY:-

GROUP-6

SR NO. ROLL NO. ENROLLMEN NAME

T NUMBER.
1 12 158050592027 SUNIL DHAMELIYA
2 17 158050592033 TEJAS GUJARATI
3 30 158050592069 FENIL PATEL
4 38 158050592081 SANDIP RAIYANI
5 43 158050592005 ANKIT RAWAL
6 53 158050592104 AMIT SORATHIYA
7 56 158050592113 ARVIND THUMMAR

SUBJECT:-RESERCH METHODOLOGY

SUBMITED TO:-

Mr. MEHUL MEHTA

S.R. LUTHRA INSTITUTE OF MANAGEMENT

 Case : A new "Joe" on the block

Joe brown is ready to start a new career. After spending 30 years as a market
researcher and inspired by the success of Starbucks, he is ready to enter the coffee
shop business. However, before opening his first shop, he realizes that a great deal of
research is needed. he has some key question in mind .

* what market in the united states hold the most promise for a new coffee shop ?

*what type of location is best for a coffee shop?

*what is it that makes a coffee shop popular?

*what coffee do Americans prefer ?

a quick trip to the internet reveals more previous research on coffee, market, and
related materials than he expected. Many studies address taste. For example, he finds
several studies that in one way or another compare the taste of different coffee shop
coffee. Most commonly, they compare the taste of coffee from Starbucks against coffee
from McDonald's, it becomes difficult to draw a conclusion as the results seem to be
inconsistent.

* one study had a headline that poked fun at Starbucks' high priced coffee. the author
of this study personally purchased coffee go to at four places, took them to his office ,
tested them. made notes and then drew conclusions. All the coffee was tested black
with no sugar. just cups of joe. he reached the conclusion that McDonalds premium
coffee(at about $1.50 a cup), tested nearly as good as Starbucks house blend(at about
$1.70 a cup), both of which wear much better than either dunkin' donuts (at about
$1.20)or burger king (less than $1),this study argued that McDonald's was best , all
things considered.

* another study was written up by a good critic who was simply interested in
identifying the best testing coffee. again he tested them all black with nothing added.
each cup of coffee was consumed in the urban location near the inner city center in
which he lived. he reached the conclusion that Starbucks' coffee had the best flevor
although it showed room for improvement. McDonald's premium coffee was not as
good, but better than the order two. Dunkin' donuts coffee had resonably
unobjectionable taste but was very weak and watery. The burger king coffee was simply
not very good.

* yet another study talked about Starbucks becoming a huge company and how it has
lost touch with the common coffee shop coffee customer. the researcher stood outside a
small organic specialty shop and interviewed 100 consumers as they exited the shop.
they asked, "which coffee do you prefer?"

the results showed a preference for a local coffee, tea, and incense shop, and otherwise
put Starbucks last behind McDonald's , burger king ,and dunkin' donuts.

* still another study compared the coffee-drinking experience. a sample of 50

consumers in st.louis, missiouri, wear interviewed and asked to list the coffee shop they
frequented most. Starbucks was listed by more consumer than any other place. a small
percentage listed dunkin' donuts but none listed McDonald's, despite their efforts at
creating a premium coffee experience. the study did not ask consumers to compare the
tastes of the coffee across the different places.

joe also wants to find data showing coffee consumption patterns and the number of
coffee shop around the united states, so he spends time looking for data on the internet.
his searches don't reveals anything satisfying.

As joe ponders how to go about starting "a cup of joe," he wonders about the relevance
of this previous research . it is useful at all? he even questions whether he is capable of
doing any primary research himself and considers hiring someone to do a feasibility
study for him. maybe doing research is easier than using research.
 summary
Joe brown is ready to start new coffee shop business. He is the experience of the
market researcher his some question in mind

What market in the US hold the most promise for a new coffee shop?
What types of location is the best for coffee shop?
What is it that makes a coffee shop popular?
What coffee do Americans prefers?

A quick trip to the internet reveals more previous research on coffee, markets, and
related materials then he expected. Most commonly, they compare the taste of coffee
form Starbucks ($1.7) against coffee from McDonalds($1.5), DunkinDonuts($1.2),
Burger king($1.0) and some of times a local competitors.

One study had a headline that fun at Starbucks' high priced coffee. The authors of this
study personally purchased coffee go to at four places, took them to his office,tested
them. Made notes and then drew conclusions.This study argued that McDonald's was
best, all things considered.

Another study was written up by a good critics who was simply interested in
identifying the best testing coffee

He reached the conclusion that Starbucks' coffee had the best flevor although it
showed room for improvement. McDonaldspremium coffee was not as good, but better
than the order two. Dunkin' donuts coffee had resonably unobjectionable taste but was
very weak and watery. The burger king coffee was simply not very good.

Another study: The researcher stood outside a small organic specialty shop and
interviewed 100 consumers as they exited the shop. Starbucks last behind McDonalds,
burger king, and dunkin' donuts.

Still another study compared the coffee-drinking experience. a sample of 50

consumers in st.louis, missiouri, wear interviewed and asked to list the coffee shop they
frequented most. Starbucks was listed by more consumer than any other place. a small
percentage listed dunkin' donuts but none listed McDonald's, despite their efforts at
creating a premium coffee experience. the study did not ask consumers to compare the
tastes of the coffee across the different places.

Types of survey Coffee Rank

1.Price basis McDonalds, Dunkin Donuts, Burger king, Starbucks
2.flavour Starbucks, McDonalds, Dunkin Donuts, Burger king,
3.100 consumer (prefer) McDonalds, Burger king, Dunkin Donuts, Starbucks
4.50 consumer (Interview) Starbucks, Dunkin Donuts, McDonalds, Burger king
 A New Joe on the Block
1. What are the top three key decisions faced by Joe?
What type of location is best for a coffee shop?
What is it that makes a coffee shop popular?
What coffee do Americans prefer?

2. What are the deliverables that an outside researcher should produce to help Joe with the
Key decision?
Joe, asked the outsider researcher what are the best test and preference for the
American customer. Also known about what are location best and easily prefer. What
price are the most comfortable. Also be knowing what target market through outside
researcher.

3. How relevant are the coffee taste studies cited above? Explain.
First study, what coffee prefer. Test & preference knowing as the price basis.
Second study, Who was simply interested in identifying the best testing coffee. It is know
about the flavor of coffee.
Third study Interviewed taken 100 consumers which coffee do you prefer?
Four study 50 sample of consumer knowing in st.louis, Missouri as location basis.

4. What flaws in the coffee taste studies should Joe consider in trying to weigh the merits of
their results?

Types of survey Coffee Rank

1.Price basis McDonalds, Dunkin Donuts, Burger king,
Starbucks
2.flavour Starbucks, McDonalds, Dunkin Donuts,
Burger king,
3.100 consumer (prefer) McDonalds, Burger king, Dunkin Donuts,
Starbucks
4.50 consumer (Interview) Starbucks, Dunkin Donuts, McDonalds,
Burger king

In first study as the price basis. McDonalds more people prefer that any other.
Second study its basis of the flavor Starbucks an the more prefer.
Third study which coffee is the prefer, taken 100 sample.
Four study is the basis location taken so sample Starbucks high prefer.

5. Briefly relate this situation to each of the major stages of the marketing research process.
First step defined problem in above case joe face like what type of location is best for a
coffee shop?, what is it that makes a coffee shop popular?, What coffee do American prefer.
Seconded step design of research in descriptive research
Primary data collection techniques will be used in Survey.
Sample size taken 50 consumer selecting study.
Collection the data used two study on direct observation Method.
 Analysis of data and finding was
1. Study conclusion argued that McDonalds was best, all things considered.
2. Study conclusion that Starbuckss coffee had the best flavor although it shower room for
Improvement. McDonalds premium coffee was not as good, but better than other two. The
burger King coffee was simply not very good.

3. The preference for a local coffee, tea and incense shop, and otherwise put Starbucks last
Behind McDonalds Burger King and DukinDonuts.

4. The Starbucks was listed by more consumer than any other place. A small percentage
listed Dunkin Donuts but none listed McDonalds.

6. Try to do a quick search to explore the question: Are American consumer preferences the
same all across the United States?
No, because some consumer are to Consumed burger King and Dunkin Donuts and other
Starbucks. All consumer has test & preference different. The last study did not ask
consumer to compare the tastes of the coffee across the different places.

7. Would it better for Joe to do the research Himself or have a consultant perform the work?
The most perform working the research selecting 100 Interviewed because, that an high
reliability to know, that test & preference.

8. If a consultant comes in to do the Job, What are three key deliverables that would likely be
important to Joe in Making a Decision to launch the Cup of Joe coffee shop?
Test & preference will most Improvement Key.
Location or Place an easily meet or delivery to be that easily consumed coffee
Price is the Low & most for all the suitable its that an buy coffee.

Conclusion

That all research Joe brown was four study conclusions to start business of coffee
shop American market or not decide.