Reference no: EM131193574 , Length: 11500 Words

Write a dissertation Title: - The impact of brand equity and the monopoly within the industry, a case study of coca cola, UK

Brand equity is the premium value of a product that states its different characteristics from its generic value. To make a product recognizable in a new market companies create the brand equity with the help of market campaigns. Brand equity can be positive as well as negative depending on the nature of promotional activities of a particular brand.

Coca Cola is one of the largest companies in soft drink industries in UK. Coca Cola manufactures in more than 200 countries with its different brand products. Fanta, Diet Coke are two most popular carbonated drink produced by the company. Pepsi is Coca Cola’s biggest competitors which has resisted the company to follow up the pattern of monopoly in the UK market. Coca Cola is prevalent to use the cut throat method to beat its competitor Pepsi in the market. In this process it has followed up the strategy of low prices of the product supported with the aggressive brand promotion.

Your dissertation length should be around 11500 words count, Please include references of Books, Journals, Websites, altogether minimum 25 references required 

Please write APPENDIX and The Survey Questionnaire in end of the report

• Chapter 1: Introduction 2
• 1.1) Introduction: 2
• 1.2 Background of the company: (Coca Cola, UK) 2
• 1.3 Background of the study: 3
• 1.4 Rationale of the study: 3
• 1.5 Problem statement: 4
• 1.6) Research Aims: 4
• 1.7) Research Objectives: 4
• 1.8) Research Questions: 4
• 1.9) Hypothesis: 4
• 1.10) Structure of the dissertation: 5
• 1.11) Summary: 6
• Chapter 2: Literature Review 7
• 2.1 Introduction: 7
• 2.2 Conceptual Framework: 7
• 2.3 Concept of Brand Equity: 8
• 2.4 Customer Lifetime Value (CLV): 10
• 2.5 Customer based brand equity: (CBBE) 10
• 2.6 Impacts of Brand Equity on Customer Retention: 11
• 2.7 Impacts of Brand Equity in generating monopoly within the competitive market: 12
• 2.8 Customer Gross Profit Margin: 13
• 2.9) Summary: 13
• Chapter 3: Research Methodology 15
• 3.1 Introduction: 15
• 3.2 Methods Outline: 15
• 3.3 Research Onion: 15
• Figure 9: Research Onion 16
• 3.4) Research Philosophy: 16
• 3.4.1) Justification for choosing Realism Philosophy: 17
• 3.5 Research Design: 17
• 3.5.1 Justification for choosing Descriptive Research Design: 17
• 3.6 Research Approach: 17
• 3.6.1 Justification for choosing Deductive Research Approach: 18
• Figure 10: Stages of Deductive Approach 18
• (Source: Harrison and Reilly, 2011, pp. 21) 18
• 3.7 Data Collection Technique: 18
• 3.7.1 Data Sources: 19
• 3.7.1.1 Primary: 19
• 3.7.1.2 Secondary: 19
• 3.7.2 Data Collection: 19
• 3.7.2.1 Quantitative: 19
• 3.7.2.2 Qualitative: 20
• 3.8 Sample and Sampling Procedures: 20
• 3.9 Research Ethics: 20
• 3.10 Research Limitation: 21
• 3.11 Time Table: 22
• Table 1: Gantt chart 22
• 3.12 Summary: 22
• Chapter 4: Data Analysis and Discussion 23
• 4.1 Introduction: 23
• 4.2) Descriptive Statistics 24
• 4.3) Frequencies 26
• 4.4) Regression 29
• 4.5) Analysis of Variance (ANOVA) 31
• 4.5.1) ANOVA (Impact of Brand Equity for Customer Satisfaction with the factors of Perception of Quality for brand Equity and Impact of Monopoly) 31
• 4.5.2) ANOVA (Perception of Quality for brand Equity with the factors of Impact of Brand Equity for Customer Satisfaction and Impact of Monopoly) 33
• 4.5.3) ANOVA (Impact of Monopoly with the factors of Impact of Brand Equity for Customer Satisfaction and Perception of Quality for brand Equity) 34
• 4.6) Paired T-Test 36
• 4.6.1) Paired T-test (Impact of Brand Equity on Customer Satisfaction & Perception of Quality for Brand Equity) 36
• 4.6.2) T-Test (Impact of Brand Equity on Customer Satisfaction & Impact of Monopoly) 38
• 4.6.3) T-Test (Perception of Quality for Brand equity & Impact of Monopoly) 39
• Chapter 5: Conclusion and Recommendation 41
• Reference List 43
• Books 43
• Journals 44
• Websites 46