CASE STUDY 2
1. What are the top three key decisions faced by Joe?
The top three key decisions faced by Joe are deciding the best location for his coffee shop,
understanding of what makes a coffee shop popular and to know the coffee consumption
pattern in United States.
2. What are the key deliverables that an outside researcher should produce to help Joe
with the key decisions?
The key deliverables to be considered include the location where Joe is required to
understand the strategic coffee location by evaluating the competitors in the coffee
market and how they run their business. Coffee shop popularity is another important
deliverable and Joe should understand consumer behaviors in detail and locate an
appropriate coffee shop to benchmark. Finally, Joe should evaluate the consumption
pattern. For example the main findings of the study he conducted indicated that
Americans are impressed by local coffee taste such as the one at the Starbucks.
3. How relevant are the coffee taste studies cited above? Explain.
