Using market research to develop a product range
A Coca-Cola Great Britain case study

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Page 2: Building the range

A business can enlarge its product range in two ways:

  • internally, through new product development based on market research
  • externally, by acquiring related companies, and if appropriate, building on their existing range.

For example, in 1999 The Coca-Cola Company purchased, in various countries, soft drinks brands from Cadbury Schweppes plc, including Dr Pepper, Oasis, Kia-Ora and Malvern.

The acquisition of Schweppes provided the opportunity to complement the range and to accelerate growth through new product development.

Coca-Cola GB's approach to new product development is uncomplicated. It innovates to meet consumer demands; the consumer has a central role in the research and development process.

Coca-Cola Great Britain | Using market research to develop a product range