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Research Proposal Example

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According to one commodities expert coffee bean prices should reach historically bottom and it will revive investor interest. On New York ICE Future exchange, prices of coffee have declined from $ 2 per pound and…
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Download file to see previous pages mmodities and rising wealth companies like Starbucks, Café Coffee day have been trying to increase their market share and it is going to continue until there is a Coffee shop in almost every town or every other town. In India the ready-to-drink tea and coffee market has picked up a great business in the last 5 years. According to some study this market is expected to grow to $ 225 million by 2017. The domestic market is dominated by outlets like Café Coffee Day, Costa Coffee, and Barista etc. and is estimated at $ 110 million. In the past decade, 1,200 cafes have come up across India registering an annual average growth rate of around 40 percent.
According to Harish Bijoor Consultants (2010), CCD in India has around 70 percent of coffee outlets. Though the coffee consumption demand in India is not very high in India in comparison with other European countries or US but still demand exceeds supply. If CCD in India can add around 1000 cafes over the next two years then it will be virtually invincible.
The coffee retail chains have been engaged in a healthy battle for many years. Competitors like Barista have done some radical experiments with food in its outlet with success. Thus CCD has also started focusing on food items in its outlet. CCD has started a coffee centre which caters to coffee connoisseur and business clients looking for internet access. CCD is trying to energize and stratify their brand. The company is trying to overhaul its brand through new cup, crockery designs, coffee machines which produces better brewed coffee, new wall paint and is spreading to other cities (Balasubramanyam, 2011, p. 1). CCD tries to reduce its operational cost to maximize its profitability and hence it concentrates on opening new outlets in cities where it can open a number of outlets. According to research conducted by Mr. S. Ramesh Kumar (2008), CCD presents its coffee with a special coffee experience which arouse a sense of Pleasure seeking within the customers. This ...Download file to see next pagesRead More
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