Coca-Cola Company: Marketing Research

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Coca-Cola Company: Marketing Research

Marketing research involves the linkage of the customer, the producer and even the public (Edward 2005). This is something, which can be achieved through the use of information to identify and looking for more market opportunities while at the same time solving any existing problems. It will involve the generation, evaluation, refining and monitoring all the processes involved in marketing. This research tends to specify all the information, which is vital in addressing the problems in marketing procedures. The collected information is then managed and implemented depending on the nature of data and its implications (Edward 2005).

One of the main problems the Coca-Cola Company has been facing in its marketing strategies is the reduction in customer consumptions. This has been the case due to a number of rising concerns towards the issues of health and the environment. Many people have been arguing that the products do not meet the standards and may not be good for the body or the environment. Such issues have led to decreased consumption hence distorting the market structure (Edward 2005). It would be necessary to come up with a good research design if relevant data were to be obtained. This will involve the use a good structured questionnaire from all the people including consumers, retailers, distributors, health and environmental experts. It would be necessary to look for food and chemical experts so that information gained can be useful in ensuring that the best products reach the people. The questions in the questionnaire will hence be cogent and concise.

In order to collect good and reliable data, it would be necessary that the questionnaires are randomly distributed and spread to all countries that consume Coca-Cola products. This would be necessary since Coca-Cola products are found in many countries around the world. As a justification, randomization will increase accuracy of data since the samples will be varied and dynamic. In order to have valid data, it would be necessary that all the people interviewed are familiar to these products and must have consumed them, and health experts should also be familiar with the products and also be given a chance to evaluate the contents in these products (Bell 2004). This will also increase the reliability of the data and the larger the sampling the better the representation of data.

Sampling Plan to be Used

  1. Population to be interviewed: All consumers, dealers, health and Environmental experts.
  2. Data collection method to be used: Questionnaires.
  3. Sampling frame: Age, Familiarity with the products, Reported effects after consumption and Chemical analysis and the Frequency of consumption.
  4. Area of Sampling: Country, Time, and Race/Ethnicity.
  5. Sample size:  Completed questionnaires will be obtained from all parts of the globe consuming Coca-Cola products.
  6. Additional Information: Maps, Cover Letters, Recommendations.


Bell, L. (2004). The Story of Coca-Cola: New York: Smart Apple Publishers.

Edward, J. (2005). Marketing Research: The Success of any Business: Oxford: Oxford University Press.

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