...Business Research Part I Griselda Carrasco, Jennifer Pastore, Ingrid Rodriguez RES/351 March 16, 2014 Ruzanna Topchyan Preparing to Conduct Business Research Part 1 Innovation is needed in all business varieties. Organizations that sell a service or products have to consistently come up with new ideas in order to keep a competitive edge. It is difficult to grow without adding new products, specifically for smaller businesses. Research is needed in order to determine which products will be successful, and how to present these products to attract more customers. A popular beverage company is currently looking to add an energy drink to their selection. Their current beverage line includes a variety of sodas, sports drinks, water, vitamin water, and teas. In order to compete with other beverage companies they need to present something that will attract current energy drinkers, coffee drinkers, athletes, and sport fans. Problem Statement The beverage company has drinks in most classifications that compete with other popular drinks on the market. The organization is looking into the opportunity of marketing a new energy drink. When starting this process the company wants to know, “What matters more to consumers when purchasing an energy drink:...
Words: 894 - Pages: 4
...Diet Soda, Good or Bad? Edward Muna COMM/215 August 22, 2011 Mary Ann Troy Diet Soda, Good or Bad? Would you like some water? No thanks, what do you have that is diet? One of the easiest ways to lose weight and control calories is by switching to something diet. On average, a normal soda pop runs roughly around 150 to 200 calories per can, and that depends on the size. Remember the movie, “Supersize Me”. So you decided a long time ago to go with artificial sweeteners and after a while you didn’t even notice the difference between the two. You get zero calories and sometimes zero carbs and both taste buds and body are happy. It is a win-win situation. Not so fast. Drinking excessive amounts of diet soda may increase the risk of disease; therefore we should drink healthy drinks instead of artificially sweetened beverages. Disease and Health Risks Diet soda is harmful and produces dangerous side effects. Heavy diet drinkers may increase their risk of serious diseases. A new study by US researchers links diet soda to increased risk of vascular events (including ischemic and hemorrhagic stroke, which is caused by rupture of a weakened blood vessel), though reasons are still unclear. The scientists said people who drank diet soda every day had a 61 per cent higher risk of vascular events than those who did not. Does this mean that there's something in diet sodas that hurts our blood vessels? Nobody knows the answer to that question yet. Investigators...
Words: 865 - Pages: 4
...In society today we face many health disorders due to what we ingest. As Marilu Henner says, “Being in control of your life and having realistic expectations about your day-to-day challenges are the keys to stress management, which is perhaps the most important ingredient to living a happy, healthy and rewarding life.”. Along with this statement comes health related problems that we have to keep an eye out for. I have been told plenty of times before, “We are what we eat”. Statistics say that ⅔ of adults are overweight. One of the reasons this is the case is because of all the negative food possibilities our surroundings have to offer. Sugary drinks and energy drinks are favored more because of their taste and hype they have to them. Even...
Words: 1630 - Pages: 7
...Environmental Scan Paper Xxx xxxxx MGT 498 September 18, 2013 Professor xxxxxx xxxxx Environmental Scan Paper The vigilant monitoring and firm’s evaluations of internal and external environments to detect signs of early threats and opportunities that influence planning is Environmental scanning (Deresky, 2010). In order to help an organization understanding internal and external factors of the environment that they are requiring for their long-term goals, strategic planning is of the utmost requirement for them. In this paper, I will recognize and explore the situations of internal and external situations used to make these two organizations successful, Coca Cola and Apple. I will also examine the business plans used by the two companies that give them their competitive advantages and how their individual strategies are used to give them sustainability in the market place and increase their market strength through creative and competitive strategic business plans. The measurement guidelines is another avenue explored and how it is used to support the effectiveness for the individual organizations and the effectiveness of the measurement guidelines. This next process is to demonstrate beneficial knowledge for management that wishes to increase long-term efficiencies and develop strategic planning for current and future business endeavors. Dividing the organizations in 2 divisions; 1) The conditions, entities, events, and factors within an organization that influence...
Words: 1276 - Pages: 6
...Mark Researcher- Paper Boat Overview of the Industry Industry Highlights: Global Soft Drink Industry - $310Billion (2015 Expected) Indian Beverage Industry - $230 Million of the $65Billion Food Industry Current Growth Rate: 15% & Expected Rate: 16-17% Coke & Pepsi Co covers 90% of the market. Juices will surpass carbonate market by 2016 Globally The global soft drink industry is estimated to reach $310 billion in 2015. The soft drink industry spans sparkling drinks, bottled water, smoothies, ready-to-drink tea, concentrates, juices and coffee and functional drinks. In a recent survey conducted by Associated Chambers of Commerce and Industry, consumers are seeking healthier beverages even if they are more costly, due to their positioning. The rising awareness levels with regard to obesity and related health issues, especially amongst teenagers and young adults, have helped push sales of non-carbonates. The report revealed that there has been a strong recent shift in consumer beverage demand towards non-carbonated alternatives creating opportunities for drink manufacturers in the country. The report also pointed out that juice segment is the fastest growing segment with the growth of 3035% annually while the fruit drink industry has been witnessing growth of 10-15%. Beverages account for $230 million in the $65 billion food processing industry in India. In terms of volume, total soft drink (carbonated beverages and juices) market is estimated at 284 million crates a year ($1billion)...
Words: 1916 - Pages: 8
...University of Phoenix DATE Professor Pepsi B Energy Marketing Plan: Phase One Pepsi is performing a marketing control of their recent release of the Pepsi Diet Slim can, evaluating the successes and the failures of product. Based on the market successes of the Pepsi Diet Slim can, Pepsi is planning to develop a sugarcane-based Pepsi energy drink consisting of vitamin B12 and other B vitamins. This new product is packaged in a format similar to the Pepsi Diet Slim to offer a new look to Pepsi’s soda cans and to compete with the irregular shapes of existing energy drinks. Pepsi B Energy is to cater to customers who want to drink a healthier Pepsi. Pepsi B Energy’s Marketing Plan Phase One is designed to develop the basics of a marketing strategy for Pepsi B Energy. Pepsi B Energy’s Marketing Plan Phase One provides an overview of PepsiCo, a brief description of the product, the importance of marketing for PepsiCo, a SWOTT chart for Pepsi B Energy, and the preferred marketing research approach for Pepsi B Energy. PepsiCo Pepsi was founded in 1898 by a druggist from North Carolina named Caleb Bradham. Through a series of acquisitions and other business dealings, Pepsi became PepsiCo. PepsiCo currently produces a variety of beverages, many in partnership with other companies. PepsiCo sell soft drinks, juice drinks, sport drinks, bottled and enhanced waters. Recently, the company has acquired Tropicana Juices. This...
Words: 7771 - Pages: 32
...Introduction In May 1886 Coca-Cola was invented by John Pemberton, a pharmacist from Atlanta, Georgia. John Pemberton concocted the Coca Cola formula in a three legged brass kettle in his backyard. The name was a suggestion given by his bookkeeper Frank Robinson who also scripted the famous logo . The soft drink was first sold to the public at the soda fountain in Jacob’s Pharmacy in Atlanta. Until 1905, the soft drink, marketed as a tonic, contained extracts of cocaine as well as cocoa nut. In 1887, Asa Candler, his partner bought the formula from Mr. Pemberton for $2,300. By the late 1890s, Coca Cola was one of the America’s bestselling drinks, largely due to Candler’s aggressive marketing of the product. Under Candler’s ownership the company increased its sales by over 4000% between 1890 and 1900. Mission: The Coca-Cola Company in everything they do is inspired by their enduring mission: • To Refresh the World... in body, mind, and spirit. • To Inspire Moments of Optimism... through our brands and our actions. • To Create Value and Make a Difference... everywhere we engage. Vision: To achieve sustainable growth; they have established a vision with clear goals. • Profit: Maximizing return to shareowners while being mindful of our overall responsibilities. • People: Being a great place to work where people are inspired to be the best they can be. • Portfolio: Bringing to the world a portfolio of beverage brands that anticipate and satisfy peoples’ desires...
Words: 1765 - Pages: 8
...Pepsi’s Strategy in the Carbonated Soft Drinks Market Term Project MAN 385 Prof. Preston McAfee Prepared by: Valentin Angelkov Tray Black Angie Green Jerry James Erin Lutz April 30, 2003 Introduction The following paper analyzes how PepsiCo can increase profitability in the carbonated soft drink (CSD) industry. The industry is a tight oligopoly with Pepsi and its chief competitor, Coca Cola, comprising 70% of the total market. 1 Global beverage sales for PepsiCo in 2000 were $7.6 billion; however, sales growth has averaged only three to four percent in mature markets such as North America2. PepsiCo and Coke have expanded into other ready to drink beverages such as bottled water, tea, and juices in order to counter this low growth in the CSD industry; for the purpose of this paper, however, we will focus on how to affect profitability in the CSD industry. In particular, the paper will examine how current actions by PepsiCo regarding differentiation, pricing, cooperation, and complements have affected their profitability in the CSD industry. Furthermore, the paper will give specific recommendations, with an emphasis on cooperation tactics and complements. Industry Overview The industry for carbonated soft drinks is characterized by the following five forces: Threat of New Entrants – Currently, the biggest threat of entry faced by the majors is from private label manufacturers such as Cott Corporation. Private labels now hold an 8.1% share in the CSD market, the majority...
Words: 3785 - Pages: 16
... I. Background Big Red a small soft drink company in the United States. It started in 1937 as a manufacturer of cream soda with almond used as flavour. Big Red is popular in Southern United States for its unique taste and flavour. The company uses carbonated water, sugar, caffeine and natural flavourings in the manufacture of soft drinks. Other ingredients include phosphoric acid and caramel colour which the company uses to produce various flavours of product. Big Red’s marketing tactics and trade secret has made the company to register significant sales volumes (Mangold & Faulds, 2009). This growth has made the company to spread across countries. Currently, the company is spreading to every part of the United States as a promising small business. The company origin dates back in 1937 under Grover. Thomsen and R. H. Roark. Big Red not only undertakes manufacturing of its products but it also carries out retail distribution and marketing functions. The company has plans to grow the brand. Most vending machines in southern United States have the company brands that include Big Red (Kotler & Armstrong, 2010). This paper explores the marketing function of the company and the strategies that it employs to retain dominance in the market. It assess the market audit and gives a brief an overview of the market in terms of size, trends and competition. The subsequent paragraph explore the marketing strategies and objectives. The paper concludes by highlighting the expected results...
Words: 2303 - Pages: 10
...G.SAI KIRAN 1226113115 NON ALCOHOLIC BEVERAGE INDUSTIRY: SOFT DRINKS SUMMERY: Non-alcoholic beverages sector, which is currently being looked at as a non-corporate small- and medium-scale dominated segment, needs extensive reforms in order to develop as a complete corporate sector. In 1993, the consumption of aerated beverages in India was a meager three servings, per person, per annum. Cut to 2013, industry estimates cite that Indians have a per capita consumption of 14 servings. While that’s small when you compare the global average of 94 servings, India, because of the sheer weight of its population, is a huge force to reckon with for the world’s leading food and beverage corporations. Currently the influx of FDI in overall food processing sector is 1.8% of the total FDI ($147.08 billion) India got between 2001 and 2011. Out of this, the non- alcoholic beverage sector got approximately $19.44 million under automatic route while its contribution to India’s GDP was around $1.6 billion. Companies under the Indian beverages sector have operations in more than one state and the difference in taxation and other factors create barrier for the sector. Issues like implementation of GST (Goods and Services Tax) would certainly help the entire F&B industry. Inflation has got entrenched and monetary policy does not have any or has very little impact on food prices and fuel prices, food grain prices were moving upwards faster than other food items. The increase in the general...
Words: 2298 - Pages: 10
...pg. 2 II. Research Design --------------------------------------------------------------- pg. 3 III. The Coke Side of Life -------------------------------------------------------- pg. 3 - 9 a. Symbolism of Colors ----- pg. 4 - 7 b. Contrast --------------------- pg. 7 - 8 c. Proximity -------------------- pg. 8 d. Alignment ------------------- pg. 8 - 9 e. Limited Recognition ------ pg. 9 IV. Conclusion --------------------------------------------------------------------- pg. 9 - 11 V. Work Cited --------------------------------------------------------------------- pg. 12 VI. Appendix ---------------------------------------------------------------------- pg. 13 VII. Interview #1 -------------------------------------------------------------------- pg. 14 - 15 VIII. Interview #2 -------------------------------------------------------------------- pg. 16 – 17 IX. Interview #3 -------------------------------------------------------------------- pg. 18 – 19 Introduction The psychology of color as it relates to persuasion is one of the most interesting and most controversial aspects of marketing. Using the right colors to promote a business during a marketing and advertising campaign is extremely important. In fact, researchers have found that up to 90% of snap judgments made about products can be based on color alone. (Ciotti) This is because a color can represent many different energies, emotions, and...
Words: 3564 - Pages: 15
...Coca-Cola: International Business Strategy For Globalization Dr. Michael Ba Banutu-Gomez, Professor, Management and Entrepreneurship, William G. Rohrer College of Business Rowan University, Glassboro, NJ ABSTRACT The purpose of this research was to analyze the efficiency of global strategies. This paper identified six key strategies necessary for firms to be successful when expanding globally. These strategies include differentiation, marketing, distribution, collaborative strategies, labor and management strategies, and diversification. Within this analysis, we chose to focus on the Coca-Cola Company because they have proven successful in their international operations and are one of the most recognized brands in the world. We performed an in-depth review of how effectively or ineffectively Coca-Cola has used each of the six strategies. The paper focused on Coca-Cola's operations in the United States, China, Belarus, Peru, and Morocco. The author used electronic journals from the various countries to determine how effective Coca-Cola was in these countries. The paper revealed that Coca-Cola was very successful in implementing strategies regardless of the country. However, the author learned that CocaCola did not effectively utilize all of the strategies in each country. Key Words: Coca-Cola, International Business, Strategy, Globalization, International Marketing, Labor Relations, Distribution, Diversification, Management, Channels, Costs, Gains and Collaboration. INTRODUCTION...
Words: 9970 - Pages: 40
...International Trade & Academic Research Conference (ITARC ), 7 – 8th November, 2012, London.UK. COCA-COLA: International Business Strategy for Globalization Michael Ba Banutu-Gomez William G. Rohrer College of Business, Rowan University, USA Key Words International Differentiation Strategy, Global Strategy, International Marketing Strategy, Culture in International Marketing Strategy, Coca-Cola Strategy, International Distribution Strategy, Choosing Distributors and Channels, The Challenge of Distribution, Hidden Costs And Gains In Distribution, International Collaborative Strategy, International Labor Relations and Management Strategy, and International Diversification Strategy. Abstract The purpose of this research was to analysis the efficiency of global strategies. This paper identified six key strategies necessary for firms to be successful when expanding globally. These strategies include differentiation, marketing, distribution, collaborative strategies, labor and management strategies, and diversification. Within this analysis, we chose to focus on the Coca-Cola Company because they have proven successful in their international operations and are one of the most recognized brands in the world. We performed an in-depth review of how effectively or ineffectively Coca-Cola has used each of the six strategies. The paper focused on Coca-Cola's operations in the United States, China, Belarus, Peru, and Morocco. The author used electronic journals from...
Words: 10141 - Pages: 41
...Breaking Down the Chain: A Guide to the soft drink industry aCknowleDgments this report was developed to provide a detailed understanding of how the soft drink industry works, outlining the steps involved in producing, distributing, and marketing soft drinks and exploring how the industry has responded to recent efforts to impose taxes on sugar-sweetened beverages in particular. the report was prepared by sierra services, inc., in collaboration with the supply Chain Management Center (sCMC) at rutgers university – newark and new Brunswick. the authors wish to thank kristen Condrat for her outstanding support in all phases of preparing this report, including literature review and identifying source documents, writing, data analysis, editing, and final review. special thanks also goes to susanne Viscarra, who provided copyediting services. Christine fry, Carrie spector, kim Arroyo Williamson, and Ayela Mujeeb of ChangeLab solutions prepared the report for publication. ChangeLab solutions would like to thank roberta friedman of the yale rudd Center for food Policy and obesity for expert review. for questions or comments regarding this report, please contact the supervising professors: Jerome D. Williams, PhD Prudential Chair in Business and research director – the Center for urban entrepreneurship & economic development (Cueed), rutgers Business school – newark and new Brunswick, Management and Global Business department 1 Washington Park – room 1040 newark, nJ 07102 Phone: 973-353-3682...
Words: 40786 - Pages: 164
...2014 Abstract Organizations around the world have a lot of share in the market. These organizations aim to make sure that they work in a manner where they have a competitive advantage within the market they serve. The analysis of this paper will be based on two organizations, Pepsi and Coca Cola. Here, in the present paper, various information will be considered. The information will include company history, products and services, customers and suppliers, leadership, stock prices, the impact of news events on stock prices, and an overall financial analysis. Pepsi versus Coca Cola History Pepsi is an American multinational corporation which is engaged in the beverage and food industry. It was originated in 1893 by a young pharmacist named Caleb Bradham who experimented combinations of juices, syrups, and spices to create a new refreshing drink for customers. His unique mixture of kola nut extract, vanilla and rare oils became popular and customers named it Brad’s drink. Caleb decided to rename it to Pepsi-Cola and began advertising his new soft drink. In 1902, he applied to the U.S. Patent Office for a trademark. Pepsi was first sold through soda fountains until Caleb recognized a greater opportunity existed to bottle Pepsi for people to drink anywhere. People responded, sales began to grow, convincing him to form a company to market his new beverage. Pepsi-Cola was officially registered with the U.S Patent Office in 1903. It is consider to be today’s global food and beverage...
Words: 3514 - Pages: 15
