Preparing to Conduct Business Research

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Preparing to Conduct Business Research: Part 1

Spring Allison, Cheryl Mcintire, Lea Austin,

Jose Cruz, Michelle Anderson, Randi Breach

RES/351

October, 1, 2012

Dr. Prasad Yenumula

The Issue
On September 12, 2012 the New York City Health Department voted eight-zero with one vote abstaining, to enact a city wide ban on sugar-sweetened beverages in containers over 16ounce in size (Susman, 2012). At the urging of New York City Mayor Michael Bloomberg the health department is hoping that this ban will have an impact on the growing obesity problem among New York citizens (Susman, 2012). Opposition to the ban was evident before the final vote by citizens believing violations of his or her freedom are occurring and vendors who see the choices in what he or she serve the customers under dictation from city hall. Perhaps the group with the most to lose is the beverage industry; the ban limits servings of sugar sweetened drinks to 16 ounces or less in the city’s 24,000 restaurants, delis, movie theaters, sports venues, and street carts (Petrecca, 2012). This means no 20-ounce bottles, no super-sized drinks, no monster drinks at the movie theater, the fact is most of these establishments consider a 16-ounce beverage a small or medium drink (Petrecca, 2012). So smaller drinks mean smaller profits; however, it may be possible that this is not the case. The ban does not limit the number of 16-ounce drinks a person may purchase; the possibility for additional sales does exist (Petrecca, 2012). Because only restaurants offer free refills, it is possible that the smaller size drinks will result in greater quantities of sales at the other locations. Business Research

The CEO of the Coca Cola Company is communicating with Learning Team A, hiring Learning Team A to research potential issues and opportunities resulting from the ban on containers over the limit of 16 ounces of sugar sweetened beverages in the city of New York. Coca Cola is showing interest in learning what the consumer thinks of the ban; how the customers believe it will affect his or her recreational and dining experiences. Coca Cola is not only showing interest in this information as it pertains to New York City but also because the interest this ban is attracting from other large cities and what it would mean to the company if this became common practice in other locations (Koebler, 2012). Hypotheses

Team A offers several hypotheses to the ban and the effects it will have on the citizens, vendors, and distributors of sugar sweetened beverages: ✓ Team A hypothesizes that the ban on sugar sweetened beverages will cause a decrease in beverage sales that contain sugar, costing the Coca Cola company millions of dollars in sales.

✓ Team A hypothesizes that the ban on sugar sweetened beverages larger than 16 ounces will cause consumers to purchase multiple quantities of beverages in replacement of what they use to purchase. Also the sale of sugar free beverages will rise; this will cause an increase in revenue for the Coca Cola Company.

✓ Team A hypothesizes that the public will be unreceptive to the ban and believes that the government body responsible for it has overstepped their bounds. The public will think that the removal of this choice goes against the constitutional rights every person has and that he or she will attempt to find a way around the ban.

✓ Team A hypothesizes that although there will be citizens upset in regard to the ban, the citizens will embrace the law proving a measurable difference on the obesity problem in New York City.

Variables to Consider and Questions to Ask
In an effort to offer to the Coca Cola Company the most complete information, the best recommendations, and a reliable foundation on which to base future changes it is necessary to research as many variables as possible. Variable questions to include in the research...
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