Coca Cola

What is the marketing and advertising success behind Coca Cola soft drink and why do consumers prefer Coca Cola versus Pepsi? Why do people continue to buy Coca Cola regardless of the health movements push to eliminate all soda consumption?

Executive summary,

Part 1

Length: 3 pages

Explain how marketers of your selected product could perform external environmental market analyses as well as internal and external market scanning to make marketing decisions based on critical customer-based information necessary to successfully market their product.

• First, perform a PESTLE analysis

 http://www.marketingminefield.co.uk/pestle-analysis/   to ascertain the most important external factors that you believe will impact the marketing of your selected product. Clearly and briefly list and explain the connection between each important factor and the successful marketing of your product.

• Next, discuss how the important environmental factors that you chose can be incorporated in a SWOT analysis using the template below as Opportunities and Threats to the successful marketing of your product. Use the salmon colored areas related to Opportunities and Threats to itemize your important external environmental factors.
• Additionally, clearly and briefly list and explain what you believe are the major internal factors in terms of organizational strengths and weaknesses that you believe will impact the successful marketing of your product.
• Then, use the salmon colored areas related to Strengths and Weaknesses to itemize your important internal organizational factors.
• Finally, in the white areas of the template at the four intersections of Strengths and Opportunities for example insert one or two strategies that the correlation of the Strengths and Opportunities suggest to you.
• In the final portion of Part 1, briefly discuss how marketers can develop strategies for a number of Strategic Business Units and products under the umbrella of a corporation. We might use the BCG, General Electric, and other matrix/business portfolio models to perform this analysis but for this assignment, use the BCG matrix.

Part 2

Length: 2 pages

• Develop this part of this paper with reference to statistical support materials. Investigate and briefly explain how you would go about answering a fictitious research question related to a product with which you are familiar through the use of quantitative analytic processes.
• Data does not need to be gathered to perform this assignment and statistics do not need to be calculated.
• Briefly, discuss the manner by which you would construct survey instruments to gather empirical data to answer important marketing or business questions with quantitative data, assess question/instrument validity and reliability, select appropriate samples, determine which customer contact method(s) to employ (mail, telephone, etc.), choose the appropriate analytical tool(s) to use, etc.

Part 3

Length: 3 pages

In this section of your paper, address the seven major research issues noted below: A couple of examples of important research questions might include:

1. Are customers’ intention to buy my product or a competitor’s product greater?
2. Is the awareness of my product or a competitor’s product greater?

• What problem are you trying to solve or lack of knowledge are you attempting to fill? Your problem needs to involve the comparison of measurements usually the means or averages of data.
• What is your research question that stems from your problem definition? Create a Research Question (a relatively narrow question that represents an important issue in your selected company or industry-state it succinctly).
• What contextual knowledge do you know about the environment which led you to or supports the prior research question(s)?
• What hypotheses would you need to test? Based on your research question, create null and alternate (research) hypotheses in both symbols, as noted in your text, and words to address your research question.
• What techniques, approaches, or statistical techniques would you use to gather and analyze your data? Suggest proper test statistic(s) that might be calculated to test your hypotheses.
• What would be the form of the findings or results of your analyses? Be sure to mention how you would display findings such as test statistics and their associated p-values.
• What would your findings or results imply or suggest about actions that you should take based on your market research study?

Part 4

Length: 2 pages

• Your paper should also explain how you would go about determining the demand for your product in addition to your discussion of the statistical issues noted above.
• Discuss how the marketers of your selected product attempt to forecast the demand for the product category in which their new or existing product(s) competes.
• In doing this, it is appropriate to consider various forecasting strategies and to compare various quantitative and qualitative methods with respect to their efficacy as they relate to your selected product.