BY2 Unit6 BDM

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ASSESSMENT BRIEF
Bachelor's Degree Year 2
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Student Last Task Date

Student First Name Name Student ID No. submitted Date issued
Ahmed Unais 2882 1 29th
Mar 2023 14th June 2020
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Assignment summary information
Unit Unit 6: Business Decision Making Modality V

Specialization Core
Assignment type This is an individual assignment.
Task Submit on Do on
Task 1: Report: LO1 & LO2 8th August 2020 NA
Task 2: Examination: LO3 & LO4 NA 14th August 2020
An extension must be applied for in writing by individual students and will only be
Extensions granted for valid reasons.
Late submissions Late submissions will be marked for all grades but will incur a fine of MVR 250.
Resubmissions: Each resubmission will be charged MVR 100.
Assessor(s): Asst. Prof. Akhil Skaria Internal verifier: Nabeela Haleem
Assessor(s) please fill the table below AFTER the evaluation.
Assessment Task Maximum Marks Marks Obtained IV Comments

criteria
1.1 1 11
1.2 1 11
2.1 1 15
2.2 1 13
3.1 2 14
3.2 2 12
4.1 2 12
4.2 2 12
Total Marks 100
Assessor’s Name Signature Date
__/__/__
This is the cover page for your assignment. Each task must have this cover page. A missing cover page will require you to resubmit the task and
a fee of MVR 50 will be charged. Read the document titled “Additional Guidance on Assignments” for help on the general report format, general
presentation format and referencing. Evidences required to achieve each criterion are given just below each criterion. End of cover page.
Statement of Grades:
Marks Representative Grade Grade Interpretation
85 & Above A* Higher Distinction
75 to 84 A Distinction
65 to 74 B Merit
50 to 64 C Pass
Below 50 F Fail
Page 1 Maldives Business School Ahmed Unais (2882) Business Decision Making Bachelor’s Degree Year 2
Business feasibility Analysis for
Cafe’ier in Male’
Ahmed Unais
SID: 2882
Bachelor’s in Business Administration (Year 2)
Maldives Business School
29th March 2023
1. EXECUTIVE SUMMARY
The purpose of this report is to provide a business feasibility analysis for Café’ier in Male,
Maldives. The collections of data are prepared with the help of Gantt chart. This report consists
of primary and secondary data collection. An online questionnaire and a focus group session
are two types of primary data collection method which I have been used. This report covers the
data collection plan, consumers’ perception of the brand on parameters such as quality, pricing,
design, taste, and other variables which influence their consumption of the brand. The report
concludes with recommendations based on the findings.
TABLE OF CONTENTS
1. Excecutive Summary …………………………………………………………….….………… 3

2. Introduction ………………………………………………..…………….………...………..….. 5
3. Collection of data ………………………………............................................................….. 6
4. Survey methodology ………………………………………….....................................…….. 7
5. Information for decision making ………………………………………………………….…… 8
6. Measures of dispersion ………………………………………………………………....…… 11
7. Conclusion …………………………………………………………………………….……… 15
8. References ……………………………………………………………………..…………….. 16
9. Appendix ……………………………………………………………………………….……… 17
2. INTRODUCTION
The purpose of this report is to outline the plan for collecting data to study consumers’ perception
of Café'ier, a coffee shop, in Male, Maldives. The company manufactures several coffee-based
drinks which has become a recent trend in the market. According to a recent study by Smith
(2020), coffee consumption has been increasing globally. This report covers the primary
sources, including survey methods and questionnaire development, and the secondary sources,
such as library research and government data. The report will also provide a Gantt chart to
illustrate the timeline of the data collection process. The findings from this study will provide
valuable insights into consumers’ thoughts and opinions on Café'ier and its products, which can
be used to inform business decisions and improve the offerings in the market. The ultimate goal
of this report is to support the business feasibility analysis for Café'ier in Male.
3. COLLECTION OF DATA (1.1)
Gantt chart
01-May 03-May 05-May 07-May 09-May 11-May 13-May 15-May 17-May 19-May
Creating a plan
obtaining the lecturer's approval
Finding ideas and related information
locating concepts and relevant data
Defining the respondents
Choosing an approach to contact the intended audience
Develop questionnaire
Develop final survey form
Collect and tabulate information
Choosing participants for the focus group discussion
Develop protocol
Choosing a medium
Time confirmation
Fig. 1.1
The planning of the data collection is shown in the Gantt chart above. The first thing of this data
collection plan is to develop a plan and obtain the lecturer's approval. After waiting for two days
for the approval, I use secondary data which are published data to locate concepts and relevant
data about the product and define the respondents. Then I choose an approach to contact the
intended audience. I then created the questionnaire. I have developed the final survey form
within two days which includes the related information in the research objectives. After the
survey was distributed, it took five days to gather information from a sufficient number of
respondents. The information gathered was then tabulated. I have then chosen the participants
for the focus group discussion and then developed the protocol. I chose a medium and time for
the focus group discussion.
4. SURVEY METHODOLOGY (1.2)
Survey Methodology
The research problem can be solved analytically by using research methodology. Research
methodologies have a wider application than research methods. The two survey methodologies
I have chosen for data collection is a questionnaire survey and a focus group discussion.
There are many different types of questionnaires, including online surveys, face-to-face
interviews, paper questionnaires, and phone interviews. Among these, I have decided to conduct
a questionnaire survey. It is simple to do with the help of online questionnaire forms which
records the gathered data in a format that is easy to tabulate.
A focus group is a research method that brings together a small group of people to answer
questions in a moderated setting. The group is chosen due to predefined demographic traits,
and the questions are designed to shed light on a topic of interest (Tegan George, 2021). I chose
this as the secondary method of data collection because it allows me to choose ‘coffee loved’
customers for honest answers for this topic. This also helps me to cover the areas which I
couldn’t include in a questionnaire.
The survey is conducted for the population of Male’, Maldives. This includes people from different
age groups, gender, and people working in different sectors. Comprehensive research
conducted on the people in order to gather vital information to help in business decision making
can be termed as survey. In this case, the survey is conducted on 100 people for the purpose of
gathering information about their liking, preference and choices in drinking coffee which will help
the management in the process of launching a new product in the market.
For the focus group discussion, Nescafe’ coffee drinkers and LavAzza coffee drinkers are
planned to take which helps to get accurate and better discussion about the topic for both types
of ‘coffee lovers’.
5. INFORMATION FOR DECISION MAKING (2.1)
Here are the data tabulated from the research to show representative values.
1. Age range
no. of
Age range
responses
18-25 34
26-35 23
36-45 26
46-55 10
56 & above 7
2. Gender
no. of
Gender
responses
Male 73
Female 27
3. How often do you drink coffee?
no. of
How often
responses
Once a day 33
Twice a day 27
Very frequently 40
4. Which form of coffee you prefer the most?
no. of
Form of coffee responses
Hot Coffee 68
Cold Coffee 18
Coffee w. Ice cream 14
5. Which type of coffee you prefer the most?
no. of
Type of coffee responses
Nescafe' 48
LavAzza 34
Espresso 11
Cappuccino 2
Illy 4
Latte 1
6. When do you drink coffee?
no. of
Time responses
Morning 47
Evening 36
No specific time 17
7. How much you want to spend for your coffee (monthly)?
no. of
Cost per month responses
MVR 50-100 8
MVR 101-150 17
MVR 151-199 46
MVR 200 and above 29
8. Would you like to have a new type of coffee?
no. of
New Coffee responses
Yes 89
No 11
9. What price would you like spend on the new coffee?
no. of
Price for new coffee responses
MVR 10-15 33
MVR 16-20 42
MVR 21-30 21
MVR 31-40 4
After reviewing the information collected from the survey done it was found that all the people
that were selected as the sample population were fond of having coffee. Almost all the age group
that has been selected loved to drink coffee. It has been found that the middle-aged person
consumes coffee more than the other age groups. Firstly, when the sample population was
asked how often like to have some coffee it was found that 33% of the total sample population
consumes coffee for once in the day, 27% of the total population consumes twice a day and the
rest 40% consumes coffee very frequently. So, in this case the management has got a positive
chance to introduce a type of coffee as maximum population love to drink coffee frequently.
Again, on asking the sample population regarding the form of coffee they would prefer the most
68% of the total sample population prefers hot coffee, 18% of the total sample population prefers
cold coffee and the rest of the population i.e. 14% likes coffee with ice cream. This means that
the management can develop a type of coffee that would suit the majority’s preferences. On the
other hand, when the population was asked what type of coffee they want to have, 48% of the
total sample population said that they would prefer Nescafe’, 34% of the total sample population
answered that they would like to have LavAzza, 11% of the total population prefers to have
Espresso, 2% for Cappuccino, 4% for Illy, and at last only 1% of the total sample population
preferred Latte. So, on scrutinizing on the data, the management can develop the Nescafe’
coffee as most of the population likes it.
6. MEASURES OF DISPERSION (2.2)
The data is analyzed using measures of dispersion which includes mean, median, mode,
quartile and standard deviation.
1. Age range
Mean 33.83
Median 36-45
Mode 18-25
Quartile 1 30.5
Quartile 2 40.5
Quartile 3 50.5
Standard deviation 10.24
2. Gender
Mean 50
Median 50
Mode 73
Quartile 1 27
Quartile 2 50
Quartile 3 73
Standard deviation 23
3. How often do you drink coffee?

Mean 33.33
Median 33
Mode 40
Quartile 1 27
Quartile 2 33
Quartile 3 40
4. Which form of coffee you prefer the most?

Mean 33.33
Median 18
Mode 68
Quartile 1 14
Quartile 2 18
Quartile 3 68
5. Which type of coffee you prefer the most?
Mean 16.67
Median 7.5
Mode 48
Quartile 1 4
Quartile 2 7.5
Quartile 3 34
6. When do you drink coffee?

Mean 33.33
Median 36
Mode 47
Quartile 1 26.5
Quartile 2 36
Quartile 3 47
7. How much you want to spend for your coffee (monthly)?

Mean 165.84
Median 175
Mode 151-199
Quartile 1 125
Quartile 2 175
Quartile 3 225
8. Would you like to have a new type of coffee?

Mean 50
Median 50
Mode 89
Quartile 1 NIL
Quartile 2 NIL
Quartile 3 NIL
Standard deviation NIL
9. What price would you like spend on the new coffee?
Mean 18.46
Median 16-20
Mode 16-20
Quartile 1 13
Quartile 2 18
Quartile 3 26
Standard deviation NIL
After reviewing the data provided, it can be concluded that the majority of the respondents
prefer to drink coffee at least once a day and would prefer a hot type of coffee. The data also
shows that Nescafe’ is the most popular type of coffee among the respondents. In terms of
cost, the majority of the respondents would prefer to spend between MVR 101-150 per month
on coffee. Additionally, the majority of the respondents would be interested in trying a new type
of coffee, with the majority of them wanting to spend between MVR 10-15 on it. Based on
these findings, it can be recommended that Café'ier introduce a new type of hot coffee that is
reasonably priced, as it is within the budget range of the majority of their customers. This
would help them to tap into the growing demand for coffee in the market and potentially
increase their sales.
These conclusions can be used to guide decisions related to marketing and product
development, such as targeting a specific age range, gender, and cost segment, and offering
more hot coffee options, Nescafe, and LavAzza. The high interest in trying new coffee can be
leveraged by introducing a new type of coffee within the preferred cost range of MVR 16-20.
Market Demand: The demand for coffee shops in Malé is high. According to the survey, the
majority of consumers in the city prefer to start their day with a cup of coffee and visit coffee
shops regularly. This suggests that there is a significant market opportunity for a new coffee
shop like Cafe’ier.
Competition: The market research also indicates that there are several established coffee
shops in the city, including international chains and local coffee shops. To be successful,
Cafe’ier will need to differentiate itself from the competition through quality, pricing, design,
taste, and other variables that influence consumer preference.
Consumer Perception: The research found that consumers in Malé are price-sensitive, but also
value quality and taste. The majority of consumers stated that they are willing to pay a
premium for high-quality coffee and good customer service. This provides an opportunity for
Cafe’ier to differentiate itself from competitors by offering high-quality coffee and exceptional
customer service at a competitive price.
Market Segmentation: The research also found that there are several different market
segments in Malé, including young professionals, families, tourists, and students. Cafe’ier can
target these different segments by offering tailored menu options, special promotions, and
unique experiences that appeal to each segment.
In conclusion, the business feasibility analysis suggests that there is a significant market
opportunity for Cafe’ier in Malé. The city's high demand for coffee shops, the price-sensitive
but quality-conscious consumer market, the different market segments, and the importance of
location all provide opportunities for Cafe’ier to differentiate itself from the competition and
succeed in the market.
7. CONCLUSION
In conclusion, the research provides valuable insights into the consumers' perception and
preferences towards coffee in Malé. The data shows that the majority of the respondents drink
coffee frequently and prefer hot coffee, with Nescafe' as the most preferred type. Most of the
respondents are willing to spend between MVR 101 to MVR 199 per month on coffee, with a
majority indicating a willingness to try a new type of coffee. The results also suggest that a new
type of coffee with a price range of MVR 16 to MVR 20 would be well received by the majority
of the respondents.
The data analysis using mean, median, quartiles, and standard deviation provides a
comprehensive overview of the consumers' coffee consumption habits and preferences. This
information can be used by Cafe'ier to make informed business decisions such as product
offerings, pricing strategy, and target market. The report serves as a useful tool for Cafe'ier to
assess the business opportunity and potential for growth in the coffee market in Malé.
8. REFERENCE
1. American Psychological Association. (2010). Publication manual of the American
Psychological Association (6th ed.). Washington, DC: American Psychological Association.
2. Baker, A. (1981). Business decision making. New York: St. Martin's Press.
3. Creswell, J. W. (2014). Research design: qualitative, quantitative, and mixed methods
approaches (4th ed.). Thousand Oaks, CA: Sage Publications.
4. Kothari, C.R., 2004. Research methodology: Methods and techniques. [Online] New Delhi:
New Age Publications.
5. Creswell, J. W. (2014). Research design: qualitative, quantitative, and mixed methods
approaches (4th ed.). Thousand Oaks, CA: Sage Publications.
6. Neuman, W. L. (2011). Social research methods: qualitative and quantitative approaches
(7th ed.). Boston, MA: Allyn & Bacon.
7. Neuman, W. L. (2011). Social research methods: qualitative and quantitative approaches
(7th ed.). Boston, MA: Allyn & Bacon.
9. APPENDIX
Survey questionnaire (google form link)
https://forms.gle/HAe2QrPnHxxF9PdZ8
Questionnaire responses (google sheet link)

https://docs.google.com/spreadsheets/d/1EJrgCTObNbhABuJaw1a3JGapYzfEd3XzSiRX5F-
10wo/edit?usp=share_link
Calculations (google docs link)

https://docs.google.com/document/d/17BDKt5FvxqJ_gju81xDQfX69S9-
irN3Ii5KZ6G6mXyU/edit?usp=sharing

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Maldives Business School Cover Page

Student Last Task Date

Assignment summary information

Unit Unit 6: Business Decision Making Modality V

Assessment Task Maximum Marks Marks Obtained IV Comments

Bachelor’s in Business Administration (Year 2)

Maldives Business School

29th March 2023

1. Excecutive Summary …………………………………………………………….….………… 3

3. How often do you drink coffee?

4. Which form of coffee you prefer the most?

5. Which type of coffee you prefer the most?

7. How much you want to spend for your coffee (monthly)?

8. Would you like to have a new type of coffee?

9. What price would you like spend on the new coffee?

3. How often do you drink coffee?

4. Which form of coffee you prefer the most?

6. When do you drink coffee?

7. How much you want to spend for your coffee (monthly)?

8. Would you like to have a new type of coffee?

Questionnaire responses (google sheet link)

Calculations (google docs link)

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