Business Proposal

Problem/Proposal

Marketing and new product executives have recently introduced a plan to enter a market that has been thus far monopolized by Starbucks Coffee for the past 10 years. Starbucks is in the same business as CoffeeTime but with some small differences in products and services.

Starbucks is the only significant coffee bar chain in the market and would be CoffeeTime's only competitor. Secondary and primary research will need to be conducted to figure out if enough revenue and profits can be generated in order to be a successful challenger to Starbucks. Recently executives brought this idea to CoffeeTime's Board but without any adequate research thus not providing the Board with the level of certainty needed to determine what degree, CoffeeTime would face challenges and potential opportunities. The plan was shot down mercilessly by the Board. However, the Board has given the executives another opportunity to remedy the problems and submit their proposal again later.

There are several issues facing CoffeeTime by contemplating entering a market that has been dominated by another