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The case study of Coca-Cola will be provided by file .pdf. Read throught it and then answer 4 questions in there. After that, di
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The case study of Coca-Cola Name: Tutor: Course: Institution: Date: The case study of Coca-Cola 1. What research problem did Coca-Cola Company appear to be investigating prior to the introduction of New Coke? Coca-Cola had noticed that despite leading in the soft drink market, they were losing their market share to Pepsi, during the early 1980.
Moreover, by early 1985, Pepsi had managed to acquire 2% sales of the huge market that amounted to $960 million in retail sales. Therefore, this called for change of strategies by Coca-Cola and their option was to introduce a new product that offered the same feature like their competitors. In this case, they had to conduct a research in order to introduce new product to market. After the investigation, they identified that Pepsi was offering a product that had a sweeter taste and this contributed to a growth in the preference resulting to increased market share. Coca-Cola commenced a research project, whereby they spent two years and $4million prior to settling on a new formula. They conducted 200, 000 taste test on the final formula and a blind test, whose results were sixty percent of the consumers choosing the new formula over the old one. In fact, fifty-two percent of the customers choose it over Pepsi, and this was an indication that new coke would assist in dealing with the problem of losing the market share to Pepsi. 2. ...
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