Marketing Research Proposal Example | Topics and Well Written Essays - 1500 words

Marketing - Research Proposal Example The information will be collected using secondary and primary data collection methods, in which the latter will be conducted using focus groups. The collected data will then be analysed using grounded theory analysis methods. The soft drinks industry in the UK is a mature sector, which includes firms that market non-alcoholic items. Because there are so few opportunities for growth as compared to existing business, most of the companies in this sector seek to diversify existing offerings so as to gain market share and a competitive edge (Santos, 2013: p33). Others also seek to pursue acquisitions and/or lucrative arrangements for distribution of their products to expand their geographic reach, product portfolios, and operations. The largest companies, including PepsiCo and Coca-Cola, offer reliable dividends with an above-average stability of stock prices and regular increases. In addition, for those that are more venturesome, a number of selections exist, such as developing overseas markets and energy drinks in order to serve niche markets. In general, while soft drink manufacturers are able to turn in steady performances across the entire business cycle, stressful economic times and consumer awareness portend threats to their profitability and overall business performance (Walker, 2013: p44). Historically, PepsiCo and Coca-Cola have been the major players in the non-alcoholic beverage industry, distributing well-renowned non-carbonated and carbonated drinks globally using sizeable bottling companies. Related capital spending for these companies amounts to billions of dollars annually. By using lucrative distribution agreements and acquiring smaller players in the market, both companies are able to boost their results, especially as consumers tend to favour the more famous soft drink brands (Tremblay & Tremblay, 2012: p59). Sales,