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Assignment 2: LASA 1: Market Research Project : Ocean Beverage CompanyThe vice president of Ocean Beverage Company has asked you to collect data on the company’s marketing mix and potential changesA
Assignment 2: LASA 1: Market Research Project : Ocean Beverage Company
The vice president of Ocean Beverage Company has asked you to collect data on the company’s marketing mix and potential changes
Assignment 2: LASA 1: Market Research Project : Ocean Beverage Company
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:
· Will it be better to enter the health drink market using the well-known Ocean brand or a new brand name that would not be associated with soft drinks?
· In terms of liquid ounces, what size container should be used for the health drink?
· What is the existing sales volume of health drinks in the company’s market area and what rate of growth should be expected?
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