Question 7 (3 points)

SECTION B

Read the following case scenario and use it to answer Questions 7 & 8.

Hudson Coffee Company

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, 8^th ed., The Dryden Press, Fort Worth, p.68.

Question 8 (9 points) (use the Hudson Coffee case scenario from the previous question)

Assuming you are the marketing researcher who is going to conduct a marketing research to achieve the research objectives you have specified in Question 7 for Mr. Hudson. In no more than 500 words, describe in details with justification how the research will be conducted. Your answer should include the following issues: Research Questions, Research Method, Selection of Sample, Data Collection, Data Analysis, and Research Report.