The vice president of Ocean Beverage Company has asked you to collect data on the company’s marketing mix and potential changes to the mix from both current and prospective customers residing within the company’s existing geographical market area. You have decided to use a questionnaire to gather part of the data you need and experimental research to obtain the rest.
Ocean Beverage Company began operations in 1977 when the founder of a company producing a popular local brand of carbonated soft drinks decided to sell the company and retire. At that time the company’s market area consisted of southern California and Arizona. The new owner embarked on an aggressive plan to add flavors and expand the geographical market. The growth campaign was successful and the company now offers a full line of the common cola and other soft drink flavors plus six flavors that are unique to Ocean. The market area has expanded and now encompasses all of California, Oregon, Arizona, New Mexico and Nevada. Oceans enjoys the third largest average share of the soft drink market in their market area.
The objective of the marketing research project is to provide data that will be useful as the company evaluates the alternative of moving into the health and energy drink market. Some of the questions that have been raised are:
You must demonstrate the questionnaire and describe the process you followed during its development in a presentation to the vice president. You must also gear your presentation to helping the vice president catch the vision of your plan for the experimental research project. NOTE: The focus of your research need not be limited to the three example questions.
Include the following in the presentation:
Develop a 12 to 15 slide PowerPoint presentation. The presentation must include at least one chart or graph and speaker notes must be included on all of the slides. Apply APA standards for writing style to the speaker notes.
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