{"id":24513,"date":"2024-05-06T13:46:21","date_gmt":"2024-05-06T13:46:21","guid":{"rendered":"https:\/\/www.writemyessays.app\/blog\/questions\/research-design-brief-the-global-future-of-coca-cola-in-the-21st-century\/"},"modified":"2024-05-06T13:46:21","modified_gmt":"2024-05-06T13:46:21","slug":"research-design-brief-the-global-future-of-coca-cola-in-the-21st-century","status":"publish","type":"questions","link":"https:\/\/www.writemyessays.app\/blog\/questions\/research-design-brief-the-global-future-of-coca-cola-in-the-21st-century\/","title":{"rendered":"Research Design\/Brief\u2014 \u201cThe Global Future of Coca Cola in the 21st Century\u201d"},"content":{"rendered":"
\n
The Global Business Challenge<\/span><\/span>
The<\/span> <\/span>Coca<\/span>–<\/span>Cola<\/span> <\/span>Company<\/span> <\/span>has been experiencing both product sales and consumer consumption declines<\/span>
globally for its sugar<\/span>–<\/span>based soft drinks. These declines have been occurring consistently since the year 2000<\/span>
in both the US and<\/span> <\/span>many critical<\/span> <\/span>global markets. Much of the decline is due to changes in consumer lifestyle,<\/span>
the<\/span> <\/span>rise<\/span> <\/span>of competitive alternative soft drinks, the entry of other types of<\/span> <\/span>non<\/span>–<\/span>sugar<\/span> <\/span>drinks into the global<\/span>
marketplace, as well as<\/span> <\/span>a<\/span> <\/span>continued focus on<\/span> <\/span>rising<\/span> <\/span>obesity rates and general health concerns.<\/span><\/span>
Coca<\/span>–<\/span>Cola is at a crossroads concerning what they need to do to keep their products and brands fresh,<\/span> <\/span>as<\/span>
well as<\/span> <\/span>address the<\/span> <\/span>apprehensions<\/span> <\/span>of the marketplace<\/span> <\/span>and<\/span> <\/span>the changing lifestyle<\/span>s<\/span> <\/span>of global consumers. This<\/span>
is not a simple problem; it will require a combined and integrated effort<\/span> <\/span>across<\/span> <\/span>product development,<\/span>
marketing, and distribution<\/span> <\/span>supply<\/span>–<\/span>chain<\/span> <\/span>networks<\/span> <\/span>within<\/span> <\/span>the Coca<\/span>–<\/span>Cola organization<\/span>, if the<\/span>y are to<\/span> <\/span>be<\/span>
successful.<\/span><\/span>
This real case study is being addressed currently in the global<\/span> <\/span>arena with<\/span> <\/span>an<\/span> <\/span>actual<\/span> <\/span>business<\/span> <\/span>challenge<\/span> <\/span>and<\/span>
set of marketing research requirements. You will have an opportunity to address<\/span> <\/span>a<\/span> <\/span>real<\/span> <\/span>business<\/span> <\/span>issue and<\/span>
provide<\/span> <\/span>tangible<\/span> <\/span>recommended solutions based on desk research, industry assessments, proposed product<\/span>
development strategies<\/span>,<\/span> <\/span>and<\/span>\/or<\/span> <\/span>brand approaches, just as Coca<\/span>–<\/span>Cola and its research agency partners are<\/span>
currently doing.<\/span><\/span>
We have<\/span> <\/span>selected a<\/span> <\/span>business problem<\/span> <\/span>with<\/span> <\/span>a<\/span> <\/span>distinct<\/span> <\/span>research objective<\/span> <\/span>that must be addressed<\/span> <\/span>by<\/span> <\/span>Coca<\/span>–<\/span>
Cola<\/span> <\/span>for the organization<\/span> <\/span>to continue to be successful on a global basis.<\/span> <\/span>Y<\/span>ou will devise a strategy and propose a<\/span>
research approach<\/span> <\/span>(e.g., research design)<\/span> <\/span>to fully identify what the problem is, conduct<\/span> <\/span>summary<\/span> <\/span>desk research,<\/span>
and compare the problem across<\/span> <\/span>five<\/span> <\/span>global<\/span> <\/span>markets based on your understanding of the cultures and national<\/span>
conditions<\/span> <\/span>within<\/span> <\/span>those markets<\/span>\u2014<\/span>the<\/span> <\/span>five<\/span> <\/span>markets are<\/span> <\/span>Canada<\/span>,<\/span> <\/span>Colombia<\/span>,<\/span> <\/span>Sweden<\/span>,<\/span> <\/span>Romania<\/span>, and<\/span> <\/span>Malaysia<\/span>.<\/span>
You are to assemble<\/span> <\/span>an<\/span> <\/span>inclusive<\/span> <\/span>set of knowledge, data, articles, and reports detailing the issue<\/span> <\/span>affecting<\/span> <\/span>the<\/span>
product and<\/span> <\/span>the<\/span> <\/span>Coca<\/span>–<\/span>Cola brand with respect to sales, health issues, brand positioning, product reputation, and<\/span>
the targeting of a new strategy for Coca<\/span>–<\/span>Cola within these<\/span> <\/span>markets.<\/span><\/span>
Your<\/span> <\/span>key learning is to consult with Coca<\/span>–<\/span>Cola to reinvigorate their brand and products on a global scale.<\/span><\/span>
What<\/span> <\/span>methods or approaches<\/span> <\/span>will you use<\/span> <\/span>for your marketing research design<\/span> <\/span>and how confident should the<\/span>
client be in the results.<\/span> <\/span>Please keep in mind culture, the targeted<\/span> <\/span>regional\/<\/span>global markets, and both a<\/span> <\/span>Coca<\/span>–<\/span>
Cola<\/span> <\/span>global, as well as regional<\/span>\/market<\/span> <\/span>strateg<\/span>ies<\/span>.<\/span><\/span>
Summary of<\/span> <\/span>the<\/span> <\/span>Assignment:<\/span><\/span>
\u2022<\/span><\/span> <\/span>Problem:<\/span> <\/span>Coca<\/span>–<\/span>Cola must develop a global product and brand strategy to successfully retain its<\/span>
product volume and brand image leadership within the global arena. You will look for<\/span> <\/span>a research<\/span>
approach\/design across<\/span> <\/span>the<\/span> <\/span>five<\/span> <\/span>target<\/span> <\/span>markets:<\/span> <\/span>Canada<\/span>,<\/span> <\/span>Colombia<\/span>,<\/span> <\/span>Sweden<\/span>,<\/span> <\/span>Romania<\/span>, and<\/span> <\/span>Malaysia<\/span>.<\/span><\/span>
\u2022<\/span><\/span> <\/span>Your Assignment:<\/span> <\/span>t<\/span>he main content of your deck is to provide a recommend<\/span>ed<\/span> <\/span>method and design<\/span>
to conduct primary marketing research in each of<\/span> <\/span>the<\/span> <\/span>five<\/span> <\/span>identified<\/span> <\/span>markets to support the Coca<\/span>
Cola Company in address<\/span>ing<\/span> <\/span>their business challenge.<\/span> <\/span>While you will not be conducting the actual<\/span>
primary research, you will need to provide a comprehensive research design that<\/span> <\/span>will<\/span> <\/span>support<\/span> <\/span>Coca<\/span>–<\/span>
Cola<\/span> <\/span>in understanding how you<\/span> <\/span>would<\/span> <\/span>solve the problem. You will need to understand the markets,<\/span>
the cultures, decide on what<\/span> <\/span>methodology<\/span> <\/span>and<\/span> <\/span>types of<\/span> <\/span>methods<\/span> <\/span>(market and culture specific)<\/span> <\/span>to<\/span>
use, anticipated outcomes,<\/span> <\/span>as well as<\/span> <\/span>a<\/span> <\/span>plan<\/span> <\/span>to report your insights.<\/span><\/span><\/p>\n
<\/div>\n<\/div>\n<\/div>\n
\n
<\/div>\n
MKT 8<\/span>43<\/span>–<\/span>301<\/span>: International Marketing Research<\/span>
MSU<\/span> <\/span>MSMR<\/span>\u2014<\/span>On<\/span>l<\/span>ine<\/span> <\/span>Course<\/span>
Assignment: Research<\/span> <\/span>Design\/<\/span>Brief<\/span>\u2014<\/span> <\/span>\u201c<\/span>The<\/span> <\/span>Global<\/span> <\/span>Future of Coca Cola in the<\/span> <\/span>21<\/span>st<\/span> <\/span>Century\u201d<\/span><\/span>
MKT 8<\/span>43<\/span>–<\/span>301<\/span>: International Marketing Research<\/span> <\/span>Page<\/span> <\/span>2<\/span>
Research<\/span> <\/span>Brief<\/span> <\/span>Assignment: The Future of Coca Cola in the Global Landscape<\/span>
Final<\/span><\/span>
\u2022<\/span><\/span> <\/span>Method:<\/span> <\/span>S<\/span>econdary data\/desk research, but also review blogs, social media, chat rooms, the<\/span>
manufacturer\u2019s site, etc.<\/span> <\/span>The design portion of the project will require you to develop a research<\/span>
design and specify how you will address the business challenge within<\/span> <\/span>and across<\/span> <\/span>the<\/span> <\/span>5<\/span> <\/span>specified<\/span>
markets.<\/span><\/span>
\u2022<\/span><\/span> <\/span>Results:<\/span> <\/span>Support desk research p<\/span>resented in tables, figures, diagrams, and summary insights to<\/span>
address the main<\/span> <\/span>topic<\/span> <\/span>problem identified in the table below.<\/span> <\/span>Research design<\/span> <\/span>addressing<\/span>
methodology, methods, sample frame, cultural influences across the<\/span> <\/span>5<\/span> <\/span>markets, infrastructure, and<\/span>
proposed outcomes.<\/span> <\/span>Please note that you may or may not apply similar methods and<\/span>
methodologies across markets based on cultural difference<\/span>s<\/span> <\/span>and infrastructure.<\/span> <\/span>Please justify your<\/span>
choices and decisions.<\/span><\/span>
\u2022<\/span><\/span> <\/span>Discussion:<\/span> <\/span>How can you research and address the potential success and threats of reinvigorating<\/span>
Coca<\/span>–<\/span>Cola<\/span>\u2019s<\/span> <\/span>products<\/span> <\/span>in these select<\/span> <\/span>markets that<\/span> <\/span>are truly innovative and culturally different from<\/span>
the core<\/span> <\/span>corporate<\/span> <\/span>brand and its manufacturer o<\/span>f<\/span> <\/span>origin. This is very common for globalized brands,<\/span>
as they must remain fresh and competitive in a rapidly changing market and under uncertain global<\/span>
economic conditions. Based on what you have learned about global marketing research and global<\/span>
business<\/span> <\/span>development<\/span>,<\/span> <\/span>lay the foundation for a successful Coca<\/span>–<\/span>Cola strategy for the near future.<\/span><\/span><\/span><\/span>
Problem<\/span><\/span><\/span><\/span> <\/span>Detailed<\/span> <\/span>Topic<\/span><\/span><\/span>
Global Consumer Lifestyle Change<\/span><\/span> <\/span>The lifestyle of global consumers is changing<\/span>
rapidly. There is a growing concern for health<\/span>
and nutritional aspects of a healthy lifestyle.<\/span>
Sugar drinks, and sodas in particular, are not<\/span>
viewed as being healthy choices for global<\/span>
consumers. Over the past<\/span> <\/span>few years, many<\/span>
have drifted away from these products and<\/span>
this has affected the Coca<\/span>–<\/span>Cola brand and its<\/span>
offerings<\/span>.<\/span><\/span>
What should the Coca<\/span>–<\/span>Cola Company do to<\/span>
confront this challenge? What types of<\/span>
insights<\/span> <\/span>do they need to know from<\/span>
consumers to be able to develop and<\/span>
implement a successful global strategy? Be<\/span>
sure to focus on culture and lifestyle<\/span> <\/span>\u201c<\/span>needs<\/span>\u201d<\/span>
and<\/span> <\/span>\u201c<\/span>wants<\/span>\u201d<\/span> <\/span>for a cold drinks throughout the<\/span>
five<\/span> <\/span>test markets. <\/span><\/span>The coca cola assignment \u2013<\/span><\/div>\n

 <\/p>\n

For instance exploratory design you can use it for all 5 markets, but we need to get used to 2 biggest things \u2013 we can take the subject as is about sugary drinks, health consciousness, do a little research of each market and tell what is the status of sugar drinks in each of these markets why do I need to research this and 2 other aspects \u2013 first, how do I handle culture in these markets, For example \u2013 In Canada the infrastructure we can use in an online survey if we do quantitative or in-person focus groups, about half of the population does not speak English as the main language, cover English, cover French. Think about the culture and infrastructure when we plot this out for each market. Ex \u2013 for Romania talk about what cultures they have, what kind of activities can I do such as an online board, an in-person focus group. Some markets are different such as Malaysia because the issue is that there are 3 major cultures.<\/p>\n

We have a problem, we are looking at it cross multiple countries, so we need to look at the problem and decide if we can do focus group across all, or a survey in one. Cover all 5 markets<\/p>\n

 <\/p>\n

We can create a summation of all 5 markets,.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

The Global Business ChallengeThe Coca–Cola Company has been experiencing both product sales and consumer consumption declinesglobally for its sugar–based soft drinks. These declines have been occurring consistently since the year 2000in both the US and many critical global markets. Much of the decline is due to changes in consumer lifestyle,the rise of competitive alternative soft […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"closed","template":"","meta":[],"disciplines":[53],"paper_types":[],"tagged":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.writemyessays.app\/blog\/wp-json\/wp\/v2\/questions\/24513"}],"collection":[{"href":"https:\/\/www.writemyessays.app\/blog\/wp-json\/wp\/v2\/questions"}],"about":[{"href":"https:\/\/www.writemyessays.app\/blog\/wp-json\/wp\/v2\/types\/questions"}],"author":[{"embeddable":true,"href":"https:\/\/www.writemyessays.app\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.writemyessays.app\/blog\/wp-json\/wp\/v2\/comments?post=24513"}],"version-history":[{"count":0,"href":"https:\/\/www.writemyessays.app\/blog\/wp-json\/wp\/v2\/questions\/24513\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.writemyessays.app\/blog\/wp-json\/wp\/v2\/media?parent=24513"}],"wp:term":[{"taxonomy":"disciplines","embeddable":true,"href":"https:\/\/www.writemyessays.app\/blog\/wp-json\/wp\/v2\/disciplines?post=24513"},{"taxonomy":"paper_types","embeddable":true,"href":"https:\/\/www.writemyessays.app\/blog\/wp-json\/wp\/v2\/paper_types?post=24513"},{"taxonomy":"tagged","embeddable":true,"href":"https:\/\/www.writemyessays.app\/blog\/wp-json\/wp\/v2\/tagged?post=24513"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}