Mr Hudson, the founder of Hudson Coffee was discussing with his marketing manager the need to develop a marketing plan Colombian Coffee Cooler, the proposed brand name for a new product line of iced-coffee drinks. The line was to include five flavours: standard coffee, Swiss chocolate, mocha, espresso, and amaretto. The marketing manager explained that the marketing of the canned iced-coffee line was designed to be similar to the marketing of soft drinks.

During the discussion with the marketing manager, Mr Hudson could recall that several years ago, when he was on campus at a university, that many students were ordering doughnuts and soft-drink for their breakfast meal. Mr Hudson thought this was the start of the decline in coffee consumption.

The marketing manager had indicated that soft drink consumption in the US exceeds 30 gallons and was mostly consumed by preteens and teenagers. The soft drink market made up 30% of the beverage market.

Mr Hudson saw canned iced coffee as an opportunity for growth for the organisation and a serious competitor to the soft drink market. However, he wasn’t sure whether there was adequate demand for the product line.

Source: Zikmund, W.G., (2003) Exploring Marketing Research, 8th ed., The Dryden Press, Fort Worth, p.68.

Question Determine the research problem and specific research objectives for the Colombian Coffee Cooler project.

Question (use the Hudson Coffee case scenario from the previous question)

Describe in details with justification the research design of a marketing research campaign to achieve the research objectives in the previous question. Your answer should discuss the following issues: 

research purpose, research method, selection of sample, data collection, data analysis, and research report.

Answer rating: 100% (QA)

The research problem that Hudsons Colombian Coffee Cooler project faces here is identifying if there is a substantial demand for canned icedcoffee and ... View the full answer