Coca Cola

1499 Words Dec 27th, 2011 6 Pages
Coca-Cola

Market research

Link to case study here

Overview: a case study of the Coca-Cola portfolio of products and an examination of new product development.

Learning objectives: ➢ to identify the existing portfolio of products owned by Coca-Cola ➢ to understand the type of market research undertaken by Coca-Cola ➢ to understand the Ansoff matrix in relation to Coca-Cola ➢ to examine new product development at Coca-Cola.

Introduction (9 minutes)

Introduce the lesson: you will look at the range of products that Coca-Cola produces and examine the factors involved in new product development. This will involve an analysis of the market research it might use to develop new products.

The Coca-Cola company is
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Coca-Cola describes itself as market oriented. Discuss the advantages and disadvantages of this approach (e.g. understand customers and therefore less risk than being product oriented, should enable appropriate marketing. However also need to consider the strengths of the firm and match this to market opportunities i.e. consider asset led marketing).

Discuss the factors that determine the value of market research to a firm such as Coca-Cola that is considering a new product launch.

4. Students to read section 6 and produce a flow chart showing the research process used by Coca-Cola.

Coca-Cola

Market research

Questions and Answers

What part does market research play in the marketing process?

Marketing is the process of anticipating, identifying and meeting customer needs and requirements. Market research is then conducted to find out about these customer requirements through primary and secondary research techniques.

How can market research help a company to develop a customer rather than product based approach?

A product based approach exists when a company produces a product, which is successful and therefore feels that it does not need to spend much time on marketing. However, by ignoring the wishes of customers, the business fails to move with the times and can get caught up by rivals that do listen to customers and come up with a better offering. Market research is therefore essential to give a

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