In this assignment I will plan a market research for a Coca-Cola Company product (Diet Coke), using
appropriate methods of data collection.
Stages of the Planning Research:
- Research BRIEF
Coca-Cola Company has asked me to plan a market research about their well-known
product, the Diet Coke, which came out on the market in July, 1982. They met some big
issues within 2010 regarding their sales. Therefore they asked me to conduct a research on
their behalf and see what’s happening since 2010 and why their sales keep going down.
- Define the issue
Since 2010 the sales figures for Diet Coke in UK have dramatically dropped and the Coca-
Cola Company have asked me to find out:
Why the sales figures are going down every year
Why many people thinking that the soda is very harmful for their body
How can competitor Diet sodas can affect their sales and how many they are
- Setting Objectives
To identify the percentage of the UK market that would switch to a diet soda
To identify the majority of people’s thoughts about how healthy Diet Coke is
To identify the group of age who drinks the most Diet soda
To identify people’s buying habits regarding dieting
To identify how many competitors are on the market
- Collection of data
As a market researcher for the Coca-Cola Company I will use questionnaires and surveys in
order to collect external and primary data from people outside of the company, targeted
between 16 to 50 years old.
A good place for collecting data will be big supermarkets such as Tesco or Sainsbury, in the
evening time, when people going out to do their shoppings.
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appropriate methods of data collection.
Stages of the Planning Research:
- Research BRIEF
Coca-Cola Company has asked me to plan a market research about their well-known
product, the Diet Coke, which came out on the market in July, 1982. They met some big
issues within 2010 regarding their sales. Therefore they asked me to conduct a research on
their behalf and see what’s happening since 2010 and why their sales keep going down.
- Define the issue
Since 2010 the sales figures for Diet Coke in UK have dramatically dropped and the Coca-
Cola Company have asked me to find out:
Why the sales figures are going down every year
Why many people thinking that the soda is very harmful for their body
How can competitor Diet sodas can affect their sales and how many they are
- Setting Objectives
To identify the percentage of the UK market that would switch to a diet soda
To identify the majority of people’s thoughts about how healthy Diet Coke is
To identify the group of age who drinks the most Diet soda
To identify people’s buying habits regarding dieting
To identify how many competitors are on the market
- Collection of data
As a market researcher for the Coca-Cola Company I will use questionnaires and surveys in
order to collect external and primary data from people outside of the company, targeted
between 16 to 50 years old.
A good place for collecting data will be big supermarkets such as Tesco or Sainsbury, in the
evening time, when people going out to do their shoppings.
1
