MARKETING RESEARCH AND INFORMATION

Marketing Research and Information

Marketing Research and Information

Introduction

Caribou Coffee is ranked amongst major coffee retailer. Caribou Coffee own about 9000 coffee shops in different countries (Anonymns, 2011). Caribou Coffees' popularity exploded alongside a changing generation of young Americans who were on the move and connected to the world-wide-web, while yearning for bigger and better, no matter the cost. (Dominos, 2006, p.8). This generation quickly became known as the “Caribou Coffee Generation” and now, a decade later; it's spilling over into a thriving market such as China. Caribou Coffee entered China in 1999 and has now made it their number one target for growth.

Malaysia has been growing coffee prodution for centuries. Bordering Indonesia, Singapore and Thailand, Malaysia sits in the heart of tropical Southeast Asia. Today Malaysia grows about 25,000 hectares of coffee mainly in the provincs of Kelantan, Kedah, Trengganu, Sellangore and Malacca. Coffee is also cultivated in the Sabah region at the northernmost tip of the island of Borneo (Anonymns, 2011). The number of cafes in Malaysia has been increasing rapidly, supporting the idea that Malaysia's coffee crop in coming years will likely struggle just to meet the country's own internal demands rather than focusing on exporting.Coffee Bean & Tea Leaf, Starbucks and Gloria Jean's all have entered the market, likely adding to the popularity of coffee in the country including specialty coffee drinks like lattes and cappuccinos. As a major producer and exporter of palm oil, rubber, sugar and tea, Malaysia's land resources do not place a priority on coffee but instead coffee cultivation has historically been relegated to secondary status in comparison to these other commodities (Anonymns, 2011). However now that the country's domestic specialty coffee market is taking off, including in the thriving capital of Kuala Lumpur with its large, well-educated middle class, coffee production may see a new emphasis, particularly in light of high worldwide coffee prices.

Problem Formulation

The future of Caribou Coffee is heading towards expansion in the rest of the world (Anonymns, 2011). One possible way of expansion can be establishment of co-ops restaurants. With the passing time, now Caribou Coffee planned to enter new market that is Malaysia. But there are many issue regarding the culture of that country. Below, it will discuss the plan regarding the market of Malaysia. In order to raise the sale, the most important factor in business is the location. One can raise the revenue if the location of the outlet is perfect. So the major issue that Caribou Coffee may face in doing business in Malaysia is the appropriate location of their stores.

The main problem as well as purpose of conducting this research is that The price of Caribou Coffee is higher than Starbucks, Coffee Bean & Dome will it able to capture Malaysian market or not.

Objective

The aim for conducting the study will be to enhance knowledge with regards to the idea of setting up a Caribou Coffee business in the Malaysia. This would enable to understand the issue regarding setting up ...