Secondary Research: Coffee industry

1. Industry analysis using secondary data. Create charts or graphs to display the information and tell the story via your tittles and other text.

Industry Analysis Basics Includes:

Size of Industry (# of consumers, $ in sales)

Consumer Demographics

Major Players in the industry

Growth of the industry

Trends in the industry

Distribution Analysis (where the product is sold, see attached examples)

Critical success factors

2. Using secondary data, explore the external factors which may affect a company's/industries planning and performance

For our purposes we will look at the external factors inside the United State's economy. List 1-2 TRENDS from each of the following categories:

Social:

Economic

Legal/political

Technological change

Regulatory

Do not just state what you observed (i.e. gas prices are increasing) but give figures and be able to explain why these trends are important to your industry (i.e the x% increase in gas increases shipping cost for the firm and decreases consumer's discretionary funds)!

3. List two to three relevant questions that are not answered by the secondary data but could be followed up with primary data research.

4. Comment on the following: Did your finding from different sources always agree? If not, how did you determine which data set was correct?