Marketing Intelligence: Using Market Research to Develop a Product Range

Topics: Marketing research, Qualitative research, Soft drink Pages: 11 (1342 words) Published: September 12, 2014
Assignment - Resit

Qualification
Unit number and title
Business BTEC Level 5 HND Diploma in Business
Unit 17 Marketing Intelligence Level 4 –Resit
Student name and ID number
Assessor name

Imad Guenane
Date issued
Completion date
Submitted on
1st August 2014
5th September 2014 before 12.00 midday

Assignment title
Marketing Intelligence - Using market research to develop a product range. A Coca-Cola Great Britain case study

Learner declaration
An electronic copy of your assessment must be fully uploaded by the deadline date and time. You must submit one single PDF or MS Office Word document. Any relevant images or screenshots must be included within the same MS Office Word or PDF document. The last version you upload will be the one that is marked. Your paper will be marked if you have indicated this as your final submission. Review the mitigating circumstances policy for information relating to extensions. The file size must not exceed 20MB.

Answer the criteria in order, clearly indicating the pass criteria number. Ensure that all work has been proof-read and checked prior to submission. Ensure that the layout of your documents are in a professional format with font style Arial, font size 12 for the text, font 14 for sub heading and font 16 for main heading, line spacing 1.5 and justified. Use the Harvard referencing system, otherwise it will be considered as plagiarised work. Ensure that you back-up your work regularly and apply version control to your documents. Ensure that any file you upload is virus-free, not corrupted and not protected by a password otherwise it will be treated as a non-submission. You must NOT submit a paper copy or email of this assessment to any member of staff at LSST. Your work must be original with the appropriate referencing

Learner declaration
I certify that the work submitted for this assignment is my own and research sources are fully acknowledged.

Student signature: Date:

Task 1
This task offers you an opportunity to achieve LO 1: 1.1, 1.2, 1.3 and 1.4 Question 1.1

Using the Coca Cola case study, describe the main stages of the purchase decision-making process for an individual consumer.

Guidelines
You are required to consider the following in formulating you answer: Need recognition or perception, information search, evaluation of alternatives, purchase decision, post purchase evaluation stages for the individual consumer. Question 1.2

Explain two theories of buyer behaviour in terms of individuals and markets and apply them to Coca Cola.

Guidelines
You are required to consider the following in formulating you answer: A description or definition from reputable source of buyer behaviour Identification of two theories of buyer behaviour
An explanation of these two theories of buyer behaviour
Citations, which should be made using Harvard referencing style Question 1.3

Explain three factors that could affect buyer behaviour,

Guidelines
You are required to consider the following in formulating you answer Identification of three factors which could influence buyer behaviour Explanation of these 3 factors
Examples to help explain these 3 factors can be provided
Question 1.4

Looking at Coca Cola case study, evaluate the relationship between brand loyalty, corporate image and repeat purchase. Examples may be used to reinforce your answer.

Guidelines
A definition of a brand and brand loyalty from a reputable source A description of corporate image and repeat purchase
An evaluation of how brand loyalty, corporate image and repeat purchase relates with each other

Task 2
This task offers you an opportunity to achieve LO 2: 2.1, 2.2, 2.3 and 2.4 Question 2.1

Evaluate three different types of market research techniques that Coca Cola GB could use in its market.

Guidelines
A description (or a definition from a reputable source) of market research...
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