Running head: MARKETING RESEARCH PAPER 1 Coca-Cola Alternative Strategy for Changing Customer Preferences Student’s name Course name and number Instructor’s name Date submitted MARKETING RESEARCH PAPER 2 Table of Contents Introduction ................................................................................................................................3 The Need for Marketing Research...............................................................................................3 The Marketing Research Problem ...............................................................................................4 Research Objectives....................................................................................................................4 Research design ..........................................................................................................................5 Information Types and Sources...................................................................................................5 Primary Sources......................................................................................................................6 Secondary Sources..................................................................................................................6 Methods of Accessing Data.........................................................................................................6 Design Data Collection Forms.....................................................................................................7 Sample Plan and Size ..................................................................................................................7 Methods of Collecting Data.........................................................................................................8 Analyzing Data ...........................................................................................................................8 Presentation of Report...............................................................................................................10 Conclusion................................................................................................................................11 Reference..................................................................................................................................12 MARKETING RESEARCH PAPER 3 Coca-Cola Alternative Strategy for Changing Customer Preferences Introduction The biggest manufacturers of all industries, the soft drink manufacturers have been facing heavy criticism all over the world on its impact on health and its role in obesity. Soda taxes have been instrumental in fighting the obesity in the US and many other countries. Any further steps taken in this regard will only have a negative impact on the soft drink companies. The impact of the taxation on the revenue of the soft drink company is dependent on many factors, including the consumer preference towards it, the amount of tax, and the diversification of the product lines of the company. Governments around the world had been trying to convince their citizens of consuming less soda by making it more expensive or difficult to get their sugar-caffeine fix. It has led the soda giants to change their soda products and diversify their portfolio into drinks other than high-sugar drinks. For decades, it has been told to the world that things go better with Coke. However, the world has seemingly decided against it. The consumers have become aware of what is better for them and what is not. Sugar is one of these things which have led the world decided against it. It is also reflected in the revenue stream of the Coca-Cola Company, whose deteriorating finances are evident. Coca-Cola now needs to find its way around it (Gertner & Rifkin, 2017). The Need for Marketing Research The company Coca-Cola has seen slumped profits for the last few years. Revenue of Coca-Cola was down by 13% for the last five years, and the profit has declined by 28%. The company is facing difficult times. The Coke USA has slashed over 100,000 jobs, and has also changed its chief executives. All over the world, Coca-Cola is approaching cost-cutting of its operations and franchises to keep up with the lower demand for the soft drink (Wolff, 2008). The MARKETING RESEARCH PAPER 4 Australian and South African business has been witnessing decline as well. Furthermore, the company is also facing heavy levies on the drink which has to be borne by the consumer causing its demand to decline further. The closure of the South Australian plant and the franchises which are not very profitable shows that there is a need for finding out ways of coping with this problem. The concerns about obesity, and the role of Coke in it, and the alternative ways of diversifying the portfolio are to be considered in the research (Jacobson & Brownell, 2000). Coca-Cola is neede
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