Coca Cola Marketing Research
Coca-Cola Kwanza is the leading firm in the sector, with a 40 percentage of the beverages market. It offers over a dozen brands and employs more than 1,000 people at its three factories in Dar es Salaam, Mbeya, and Zanzibar. Coca-Cola Kwanza has a broad range of beverages, including Coca-Cola, Coke Light, Fanta, Sprite, Dasani, the Krest and Sparletta ranges. Its profit in 2010 was neighboring US$70 million (Sutton and Olomi, 2012).
1.1. Significance of Research
Marketing plays a significant role in the modern era as it provides a base to the company and supports to become a leader in the market. The main reason behind carrying out this study is to assess the marketing strategies of Coca-Cola in Tanzania as through this company can grasp its
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1.3. Research Problem and Questions
Marketing in the 21st century has been remodeled beyond recognition, becoming more mobile, social and connected. For a while now, the most common retort in marketing discussions has been "what is your representation size?" followed by, "what was your methodology?" Multinational companies have different types of marketing strategies for each of their products which makes it much difficult to control a specific group of consumers. The soft drink industry in Tanzania is facing major competition from both local and foreign companies. The research seeks to identify the competition in the industry, as well as the various marketing strategies that are being used by Coca-Cola, Tanzania. To achieve all the research objectives, the following questions have been
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It focuses on the population, sampling, research instrument; administration of the questionnaire, etc. In inductive approach whole study begins when researcher gets data that is material for the study. Further, when data is consolidated, then researcher takes a breather from data gathering. In this stage trends in the data are scrutinized that are useful in producing theory that can reveal the patterns. In this type of plan, research starts with a set of observation and results move from specific to general. It is directly linked to the generation of new theory emerging from the data. The main purpose is to explore new happenings or in many cases previously researched events are considered. This type of method is linked with qualitative research and relies on the main conclusions of the literature
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