Preparing to Conduct Business Research

On September 12, 2012 the New York ur censor center Health part pick outd eight-zero with one vote abstaining, to enact a city wide ban on sugar- perfumed drinkings in containers over 16ounce in size (Susman, 2012). At the urging of New York urban center Mayor Michael Bloomberg the health department is hoping that this ban exit have an sham 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 dislodgedom are occurring and vendors who see the choices in what he or she arrange the customers under dictation from city hall.Perhaps the group with the almost to lose is the potable industry the ban limits servings of sugar sweetened drinks to 16 ounces or slight in the citys 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 whitethorn be possible that this is not the case.The ban does not limit the return of 16-ounce drinks a person may grease ones palms the possibility for sumitional gross sales does exist (Petrecca, 2012). Because only restaurants offer free refills, it is possible that the smaller size drinks allow for result in greater quantities of sales at the former(a) locations. Business Research The CEO of the coca sess Company is communication with skill Team A, hiring Learning Team A to research capableness 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 plant Cola is showing lodge in in learning what the consumer thinks of the ban how the customers retrieve it leave behind affect his or her inexpert and dining experie nces. Coca Cola is not only showing interest in this information as it pertains to New York City but withal because the interest this ban is attracting from other large cities and what it would mean to the caller-out if this became commons practice in other locations (Koebler, 2012). HypothesesTeam A offers several(prenominal) hypotheses to the ban and the do 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 enhancement for the Coca Cola Company. Team A hypothesizes that the public wil l 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 dislodge a way virtually the ban. ? Team A hypothesizes that although on that point will be citizens upset in regard to the ban, the citizens will embrace the rectitude proving a measurable divergency on the obesity problem in New York City. Variables to Consider and Questions to AskIn an causal agent to offer to the Coca Cola Company the most complete information, the top hat recommendations, and a reliable foundation on which to base future changes it is prerequisite to research as many variables as possible. Variable questions to include in the research include 1) The various age groups of the consumers, and their drink elections. 2) How the vendors plan on handling this new rule and will the vendor adjust the pric es, add free-refills, implement buy one get one programs, and add supererogatory drink dispensers to accommodate customers. ) How these bans encourage customers to leave the city limits and visit establishments in the suburbs? 4) How the consumer understands the reasoning loafer the ban and the obesity issue with the removal of beverage choice? 5) Coca Cola currently holding a 70% market share in New York this is a significant brink over the competition (Petrecca, 2012). It is important to research if the customer loyalty aim will hold up to deals by the competition and how aggressive Coca Cola is going have to be with marketing and pricing. 6) Is Coca Cola willing to embrace this ban, explore ways to market their diet products and return juices as an alternate to the sugar sweetened beverages? Ethical Considerations Ethics athletics a critical role in conducting research projects (Donald R. Cooper, 2011). It is critical to turn out how the results of the research issue bre ach the rights of the citizens. In the case of the New York City law that limits the sales of sugar sweetened drinks there are several estimable questions that arise.The strongest being, how will this state law infringe on an individual(a)s rights to recognize the size of their desired beverage? The motivation behind the law is the unhealthy factors of sugary drinks, targeting one unhealthy option. Supporters of the law believe that this law will help prevent obesity however, opposition believes it is unfair to place the weight of this issue on one product. Also at question Is it ethical to restrict a consumers right to choose what he or she wants to drink?Along with sugar sweetened beverages there are other unhealthy products available that have proven make on weight with no restrictions. Vendors and beverage makes can argue that the law shows bias and is discriminatory. This leads to another ethical issue does the law give preference or competitive vendor advantage over cons umers advantage. A consumer, who may wish to purchase a larger drink, may find the need to purchase multiple drinks, thereby increasing the sales of the company but yet not eliminating the risk of obesity.Also under consideration is the ethical question, does the beverage company have a responsibility to their customers to reduce the pretend of obesity, knowing that these beverages offer empty calories with no nutritional value? finale Moving into the future it is important to understand what difficulties a company will be facing. Knowledge from research projects provide companies the possibility to develop hazard plans and reduce the chance that the unknown will alter the course of a successful transmission line plan.Earlier this month the New York City Health Department passed a law that has altered the way beverage makers and vendors conduct their business and altering the freedom consumers have in choosing something as simple as the beverage he or she drinks. The Coca Cola Company is tone to go forward armed with the knowledge they will need to fend for their superiority in the New York Market. This task has fallen on Learning Team A, as they will research and discover what the market and consumers will demand to remain customers of Coca Cola.