Marketing Intelligence: Using Market Research to Develop a Product Range

Learner declaration
An electronic copy of your assessment must be fully uploaded by the deadline date and time. You must submit one single PDF or MS Office Word document. Any relevant images or screenshots must be included within the same MS Office Word or PDF document. The last version you upload will be the one that is marked. Your paper will be marked if you have indicated this as your final submission. Review the mitigating circumstances policy for information relating to extensions. The file size must not exceed 20MB.

Answer the criteria in order, clearly indicating the pass criteria number. Ensure that all work has been proof-read and checked prior to submission. Ensure that the layout of your documents are in a professional format with font style Arial, font size 12 for the text, font 14 for sub heading and font 16 for main heading, line spacing 1.5 and justified. Use the Harvard referencing system, otherwise it will be considered as plagiarised work. Ensure that you back-up your work regularly and apply version control to your documents. Ensure that any file you upload is virus-free, not corrupted and not protected by a password otherwise it will be treated as a non-submission. You must NOT submit a paper copy or email of this assessment to any member of staff at LSST. Your work must be original with the appropriate referencing

Learner declaration
I certify that the work submitted for this assignment is my own and research sources are fully acknowledged.

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Task 1
This task offers you an opportunity to achieve LO 1: 1.1, 1.2, 1.3 and 1.4 Question 1.1

Using the Coca Cola case study, describe the main stages of the purchase decision-making process for an individual consumer.

Guidelines
You are required to consider the following in formulating you answer: Need recognition or perception, information search, evaluation of alternatives, purchase decision, post purchase evaluation stages for the individual consumer. Question 1.2

Explain two theories of buyer behaviour in terms of individuals and markets and apply them to Coca Cola.

Guidelines
You are required to consider the following in formulating you answer: A description or definition from reputable source of buyer behaviour Identification of two theories of buyer behaviour
An explanation of these two theories of buyer behaviour
Citations, which should be made using Harvard referencing style Question 1.3

Explain three factors that could affect buyer behaviour,

Guidelines
You are required to consider the following in formulating you answer Identification of three factors which could influence buyer behaviour Explanation of these 3 factors
Examples to help explain these 3 factors can be provided
Question 1.4

Looking at Coca Cola case study, evaluate the relationship between brand loyalty, corporate image and repeat purchase. Examples may be used to reinforce your answer.

Guidelines
A definition of a brand and brand loyalty from a reputable source A description of corporate image and repeat purchase
An evaluation of how brand loyalty, corporate image and repeat purchase relates with each other

Task 2
This task offers you an opportunity to achieve LO 2: 2.1, 2.2, 2.3 and 2.4 Question 2.1

Evaluate three different types of market research techniques that Coca Cola GB could use in its market.

Guidelines
A description (or a definition from a reputable source) of market research Identification of the role and importance of market research Evaluation of quantitative research technique(s)
Evaluation of qualitative research technique(s)
Question 2.2

As a marketing consultant for Coca Cola GB , you have been given two marketing research objectives: 1. Market a wider range of healthy juice
2. Evaluating customer perception about the Coca Cola GB brand Your task is to demonstrate how secondary sources of data can be used to achieve these two marketing research objectives. Guidelines

Define or describe secondary data
Outline the two given marketing research objectives
Identify sources of secondary data to support these two marketing research objectives Question 2.3

Assess the validity and reliability of market research findings. The case study may be used to reinforce your answer.

Guidelines
An assessment of the limitations of market research findings An assessment of what could make market research findings valid An assessment of what could make market research findings reliable Question 2.4

You work as a Marketing Consultant for the Coca Cola GB company who wishes to launch a new product aimed at young consumers in the UK.

The senior management team has decided to conduct both qualitative and quantitative research in the London area to test the market. You have been given the responsibility of searching for market research agencies to carry out this task.

Propose a marketing research plan to obtain information in the area. This research plan, also known as a research brief, is to be sent to three potential marketing research agencies who will respond with a detailed marketing research proposal.

Prepare this research brief.

Guidelines
Your plan should include the following sections
Background
Rationale
Objective of research
Methodology section covering among others, qualitative and quantitative techniques Data analysis section
Timeframe within which you want the research conducted
A budget section for this research.

Task 3
This task offers you an opportunity to achieve LO 3: 3.1, 3.2 and 3.3 Question 3.1

Assess the size and the trends for the soft drinks market in the UK.

Guidelines
A description of what a ‘market consists of.’
Identification and selection of the market you will use for this question Due to time constrains, you are advised to select a market which has a great deal of information that is readily available to you. An estimation of this market’s size, volume and /or value. A description of a market trend.

An assessment of this market’s trends
Question 3.2

Plan and carry out a competitor analysis for the Coca Cola GB company.

Guidelines
A description of competitor analysis
Description of strategic group
An identification of the strategic group that Coca Cola belongs to Identification of Coca Cola’s likely competitors
Plan and carry out analysis of Coca Cola’s competitors.
Question 3.3

This is a hypothetical organisation used for the purpose of assessment.

A French Soda manufacturer wants to enter the UK market with a new energy drink designed for an active population. Evaluate this organisation’s potential opportunities and threats.

Guidelines
A description of the UK’s soft drink market
An evaluation of the opportunities and threats in the UK soft drinks market for this company

Task 4
This task offers you an opportunity to achieve LO 4: 4.1, 4.2 and 4.3 Question 4.1

Evaluate two techniques of assessing customer response.

Guidelines
A description of the two (2) techniques
A description of the advantages, disadvantages and constrains of these two (2) techniques. Question 4.2

You have been assigned to conduct customer research for Coca Cola. Design and complete a customer satisfaction survey. Your questionnaire should contain a minimum of 12 appropriate questions.

Guidelines
Design the customer satisfaction survey
Generate questions that can produce both quantitative and qualitative data Use different question formats (for example yes/no, open ended, multiple choice, scales, etc) Survey monkey can be used to help design customer satisfaction survey Question 4.3

Evaluate the success of the completed customer satisfaction survey in question.

Guidelines
Review of the completed customer satisfaction survey.
Measure and evaluate it success
Success can be measured in terms of the number of respondents, if the questionnaire achieved its objectives etc.