Preparing to Conduct Business Research Essay

On phratry 12, 2012 the sassy York city Health Department voted eight-zero with integrity vote abstaining, to enact a city wide dismiss on saccharify-sweetened drunkennesss in containers over 16ounce in size (Susman, 2012). At the urging of modernistic York city Mayor Michael Bloomberg the health department is hoping that this ban forget hold in an impact on the growing fleshiness problem among New York citizens (Susman, 2012). foeman to the ban was evident before the final vote by citizens accept violations of his or her freedom are occurring and vendors who see the choices in what he or she serve the customers under dictation from city hall.Perhaps the group with the roughly to lose is the drinkable industry the ban limits servings of sugar sweetened drinks to 16 ounces or less in the citys 24,000 restaurants, delis, delineation theaters, sports venues, and avenue carts (Petrecca, 2012). This means no 20-ounce bottles, no super-sized drinks, no monster drinks at th e movie theater, the fact is most of these establishments consider a 16-ounce deglutition a refined or medium drink (Petrecca, 2012). So littler drinks mean smaller profits however, it may be contingent that this is not the case.The ban does not limit the number of 16-ounce drinks a person may purchase the opening for add togetheritional gross revenue does exist (Petrecca, 2012). Because only restaurants offer free refills, it is possible that the smaller size drinks leave result in greater quantities of sales at the other locations. Business question The CEO of the coca boob Company is communicating with Learning group A, hiring Learning Team A to research potential issues and opportunities resulting from the ban on containers over the limit of 16 ounces of sugar sweetened drunkennesss in the city of New York.Coca skunk is showing interest in learning what the consumer thinks of the ban how the customers recall it pass on affect his or her recreational and dining exper iences. Coca poop is not only showing interest in this information as it pertains to New York City but also because the interest this ban is attracting from other gargantuan cities and what it would mean to the lodge if this became common practice in other locations (Koebler, 2012). Hypotheses Team A offers some(prenominal) hypotheses to the ban and the effect it pass on 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 boob political party millions of dollars in sales. ? Team A hypothesizes that the ban on sugar sweetened beverages bigger than 16 ounces will cause consumers to purchase multiple quantities of beverages in successor of what they use to purchase. Also the sale of sugar free beverages will cost increase this will cause an increase in revenue for the Coca genus Cola Company.? Team A hypothesizes that the public will 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 influence a way around the ban. ? Team A hypothesizes that although in that respect will be citizens upset in regard to the ban, the citizens will embrace the integrity proving a measurable difference on the obesity problem in New York City. Variables to Consider and Questions to AskIn an attempt to offer to the Coca Cola Company the most complete information, the topper recommendations, and a reliable foundation on which to base future changes it is infallible 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 sense of tastes. 2) How the vendors plan on handling this new rule and will the vendor a djust the prices, add free-refills, implement buy one get one programs, and add superfluous drink dispensers to accommodate customers.3) How these bans encourage customers to leave the city limits and visit establishments in the suburbs? 4) How the consumer understands the reasoning after part 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 shore over the competition (Petrecca, 2012). It is important to research if the customer loyalty take 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 yield juices as an alternate to the sugar sweetened beverages? Ethical Considerations Ethics map a critical role in conducting research projects (Donald R. Cooper, 2011). It is critical to psychoanalyse how the results of the rese arch issue breach 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 ethical questions that arise. The strongest being, how will this state law infringe on an exclusives rights to pick 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 dirty 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 effects 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 consumers 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 stipulation is the ethical question, does the beverage company have a responsibility to their customers to abase the chance of obesity, knowing that these beverages offer empty calories with no nutritional honor? Conclusion 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 lift contingency plans and reduce the chance that the unknown will alter the melt down of a successful business 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 looking to go forward armed with the knowledge they will need to maintain their superiority in the New York Market. This task has move on Learning Team A, as they will research and split up what the market and consumers will demand to remain customers of Coca Cola. References Donald R. Cooper, P. S. (2011). Business Research Methods, Eleventh Edition. McGraw-Hill Company. Koebler, J. (2012, family line 12).Experts Courts Likely to Uphold New York Soda Ban. Retrieved September 20, 2012, from U. S. News http//www.usnews. com/news/articles/2012/09/14/experts-courts-likely- to-uphold-new-york-soda-ban_print. html Petrecca, L. (2012, July 18). Coke, Pepsi, others launch assault against NYC beverage ban. Retrieved September 20, 2012, from USA Today http//usatoday30. usatoday. com/money/industries/food/story/2012-07-09 /coke-pepsi-fight-soda-ban/56279302/1 Susman, T. (2012, September 13). New York City bans big sugary drinks in restaurants. Retrieved September 20, 2012, from LA Times http//articles. latimes. com/2012/sep/13/nation/la-na-soda-ban-20120914.