The questions we were trying to answer boiled down to four key topics. The first was how we were going to increase store productivity. The second was how does Java and Chai compare to its other competitors? Moving on to the third topic, how do the product variety and prices differ from other competitors. The last question we wanted to answer was how convenient I Java's location was compared to other coffee shops in the area. Ultimate GoalWhen you start a business you should always define your goals, are they possible to achieve and how will you achieve them? The goal we were trying to achieve when we decided to market I Java and Chai was how are we going to make it better. We wanted to see how we could improve the quality of their products and the store environment. It was very obvious when entering the store that the table and chair setup can become very crowded once a lot of people start entering. When we entered late at night, we noticed that the store was crowded mainly due to the number of small tables and the fact that there is not much space to move around since the main counter of the store is extends widely in the store. Developing the website by making it more attractive and updating it frequently would be great; too much clutter definitely makes the store less spacious considering it's already small. As previously stated, when people start to flock, it can get crowded very quickly. If Java wants to do better against its competitors, it needs to expand the store space so that you can have more customers sitting more comfortably. It would also be nice to offer a smaller sized cup instead of only having medium and large sizes for drinks. While the store can certainly attract students given that it is a great place to study and work, we want to see if we can attract more families to the store rather than just. Both of its options are slightly above average for drinks. Unlike most of its competitors, iJava offers Arabic coffee which is considered to be one of the most aromatic and flavorful coffees in the industry. Arabic beans are much more expensive than their counterparts and require more attention to grow. This is one of the main causes of iJava's higher prices. Their specialty drinks such as lattes are also more expensive than most coffee shops in their area. They have a variety of competitors within a three mile radius. However, their main competition is Dunkin Donuts across the street. It offers cheaper coffee and a larger assortment of breakfast items, but most people would agree that the premium quality provided by iJava and Chai is worth the price. Whereas iJava and Chai's main source of business is in the evening when Dunkin Donuts is closed. These two companies have a very small window of competition since iJava focuses more on the afternoon crowd rather than the public.