Neither Chile nor Peru has a mass-market café culture,but that fact has not stopped Starbucks from trying to determine what can be done to make its coffee houses successful in those markets. By recognizing that people in these two South American countries do not drink coffee in the quantity that people do in North America,Starbucks has begun a process involving problem identification. What type of process is this?

Question

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The process described involves problem identification and analysis, which is a key step in the rational decision-making process. Starbucks is trying to determine why their coffeehouses are not successful in Chile and Peru, and identifying the fact that people in these countries do not drink coffee in the same quantity as in North America is an important part of this process.

Neither Chile nor Peru Has a Mass-Market Café Culture,but That