Knowledge Ideology and Politics of Schooling †MyAssignmenthelp

Question: Discuss about the Knowledge Ideology and Politics of Schooling. Answer: Introduction Coca-Cola Company was created by Dr. John S. Pemberton in 1886 in Atlanta, Georgia. It is the most popular and largest-selling soft drink in history and the most acknowledgeable brands globally. Coca-Cola was initially offered as the fountain beverage at Jacobs Pharmacy. The Company serves a global market as a beverage organization. New Coke is the product that failed after its launch in 1985. Original Coke brand was already popular and worth fair competition with Pepsi. The decision to terminate Original formula was irrational. Coca-Cola underestimated the power of its original brand leading to a widespread boycott in the US. The first concept emerging from the background and relevant to post 1 is market research. This concept applies to topic 2 and hence appropriate for post 1. In the text, poor customer knowledge is highlighted. It is outlined as one of the barriers to the generation of the idea. Because there was insufficient or inadequate market research, this is a concept that I have included in this first post. Market research is the activity or action of collecting info regarding the preferences and needs of the consumers. According to Crawford and Di-Benedetto (2015), the first phase of new product process entails the identification and selection of the relevant opportunities. According to Sharp (2017), market research encompasses collecting and analysing the info relating to a prevailing or a potential. This will include the buyer behaviour; customer needs as well as how the customers perceive offering of the organization and its rivals. Kotler and Keller (2016, p. 121) held that useful market research allows the organization to acquire timely, accurate as well as actionable info regarding competition, consumers, and their brands. A successful product launch is thus a product of a marketing insight discovery and implication understanding as it offshoots a brand growth. Suitable market research by Coke-Cola would have guaranteed a complete knowledge of its old consumer's buying behaviour besides their needs about the public perception of the original brand. There was hence a marketing research failure as Coca-Cola failed to carry out adequate research into the perception of the public of the original brand, despite carrying out the surveys, taste tests, focus group and segmentation. This is because taste testing results were only subject to systematic bias with the majority of such tests being done blind. Hence taste was the single factor under assessment and therefore never paid attention to the packaging of the drink. Moreover, the research on approached the consumers in Atlanta thereby skipping the other states regarding segmentation. Surveys entailed simple closed-ended questions and were never likely to unearth the deep feeling by consumers about Coke. Indeed, wrongly framed question generated wrong outcomes that are hence proving fatal to the New Coke. Regarding Focus Groups, Cokes solely deviation from the standard sequence in the market research was that the companys qualitative survey of individuals seemed to have been carried out prior instead of after the focus groups. Coke also errored by generalizing the focus groups yet it was well-known to them that for the US, the focus groups outcomes always vary from region to region. This led to conflicting outcome between those of surveys and focus groups. The market researcher also failed because it never took into account, the buying patterns of consumers. The firm gave all responses same weight when assessing consumer opinions despite the 80/20 rule. Proper application of this rule would have ensured the company understood the investment that generate greatest outcome. They would have then estimated the cost linked to less productive techniques. This would have improved the organizations marketing efficiency and returns. Forum Post 2 Topic 5 7 The identified concept relevant to post two is the market research and it associated relationship to concept testing relevant to topic 5. Concept testing is the act of ascertaining or testing the consumers feedback to an idea before the actual product/brand is launched or introduced in the market. This process is designed to allow businesses to focus on the development and improvement of commodities and set priorities to obtain a larger market share (Vaquero, Martn, Reinhardt Gurtner, 2016). It leads to easier and greater acceptance by new brand launch consumers. It helps the organization effectively channelize the time, labor and effort despite limited market research, including growth and marketing resources in the new brand development. This helps in broad analysis and evaluation of the promotional, advertising, packaging and the strategic concepts. Adequate market research during concept testing stage offer sufficient comprehension of consumers needs/wants, and buyer behaviour g uaranteeing suitable brand name choice. This would have helped consumers to fathom the real nature of the new brand. Moreover, it would have helped them understand the characteristics of the products as well as similar prices thereby effectively competing as feasible against the Pepsis established- and extremely trusted-sustained competitive brand. The company failed flat foot in its concept testing. This is because it only considered taste as the single significant cause of Cokes plunge in market share in the early 1980s and 1970s. Thus, without understanding the relationship between market research and concept testing, the company went ahead and developed New Coke which was much sweeter than original-formula Coke. Moreover, the Company only focused on nearly 200,000 blind product taste test in the US where over 53% preferred the New Coke over Pepsi and original formula. However, it was a big mistake for Coca-Cola to introduce New Coke and withdraw the original formula from the market yet they had not done effective concept testing to understand its connection to market research. The flaws in the market research taste tests carried out accounted for the lack of a clear association between concept testing and market research. Coca-Cola irrationally assumed that taste was the driving force being the consumer buying behaviour without appreciating the originality. The consumers were thus never informed that solely one product would be marketed. Therefore, the consumers were never asked whether they would forego the original formula for New Coke. This was a direct failure of the concept testing. Moreover, the failure was occasioned by the fact that no one acknowledged the symbolic value, as well as emotional engagement consumers, had with the original Coke. This, however, could have been recognizing if useful concept testing would have been carried out during the market research. Therefore, the bottom line here is that suitable variables which would impact the problem solution were excluded in both market research and concept testing. This market research is centr al. Correct market research by Coca-Cola would have helped the organization gain decision power in concept testing to realize that it was unnecessary to forego the original formula. Forum Post 2 Topic 8 10 Product line replacement is the identified concept for this post. It entails substituting the existing product/brand with a new one. This concept is suitable for understanding the failure of the New Coke. This is because Coca-Cola was trying to replace the original formula with New Coke which led to its failure. The question to be addressed is that, How should Coke have managed the replacement of the Original Coke with the New Coke. Various strategic options were available to Coca-Cola. These options included butt-on productive replacement; low-season switch; high-season switch; roll-in, roll-out; downgrading; and splitting channels. Butt-on product replacement is whereby an existing product is dropped immediately the organization announces the replacement. From this definition, it is clear that Coca-Cola settled for the first concept: butt-on product replacement. This is because when the New Coke was launched, the company just withdrew the Original formula in the market. However, Coca-Cola never fully understood the complexity associated with the decision on when to launch a new brand. There was a need for the company to understand the three critical forces: competitive environment, customer expectations, and the profit margins. Only firms that consider all the three elements in planning the launch thrive like Intel. For example, there was a heated up competitive environment in the soft drink industry occasioned by Pepsi. The mistake done by Coca-Cola is that it never carefully considered the expectations of the Original formula users which would help it concentrate on the improvement of the Original brand rather than replacing it and withdrawing it entirely from the market (Vaquero, Reinhardt and Gurtner, 2016). From the above case, it was essential for Coca-Cola to undertake effective considerations of the three elements in launching the New Coke. This is because it rushed into making a decision that was not backed by careful considerations. After it was convinced that Pepsi was increasingly gaining the market share, it never bothered to undertake valuable considerations to understand the best replacement method that could have worked while still retaining the Original Formula. Coca-Cola would have used downgrading or splitting channels. In the downgrading, the Coca-Cola would have continued with Original Formula product alongside the New Coke, but with declined support. These would not have led to the boycott of the product hence the failure and huge losses incurred. Splitting channels would have also worked effectively by putting a new item in different channels and even divert the current product into other channels. This would have given the company enough time to understand the market and the needs of the old customers. It would have thus ensured that the organization appreciates the effects of originality on the consumer buying behaviour. This would be effective since it would have saved both money and time wasted in the processes leading to the launch of the failed New Coke. There was a need for Coca-Cola to understand impacts or the implications of what the Company was engaging in before rushing to launch the New Coke and disbanding Original formula. Reference list Crawford, C. M., and Di Benedetto, C., 2015. New products management. 11th edn, McGraw Hill, New York. Crawford, C.M., 2008. New products management. Tata McGraw-Hill Education. Keller, K.L. and Kotler, P., 2016. Marketing management. Pearson. Sharp, R., 2017.Knowledge, ideology and the politics of schooling: Towards a Marxist analysis of education(Vol. 50). Routledge. Vaquero Martn, M., Reinhardt, R. and Gurtner, S., 2016. Stakeholder integration in new product development: a systematic analysis of drivers and firm capabilities. RD Management, 46(S3), pp.1095-1112.