AcknowledgementsI would like toacknowledge and thank:Dr. Pepper’sadministrative assistant, Ms. Rickyshia Presley, and market developmentmanager, Ms.
Mary Campbell. I would like to thank Ms. Presley and Ms.
Campbellfor taking time out to help with my interviews and assisting me through myreport. ContentsPage (Not included in word count)Executive Summary 200 ResearchProposalResearchQuestion:Howcan better internal communication effect the flow of production delivery andadvertising space for Dr. Pepper Snapple Group?Rationale:Mymethod is to help adjust the current tracking system for ads and figure out howto solve for better communication for product distribution. The problem for Dr.Pepper has to do with poor communication for production delivery resulting inproducts not being delivered on time.
Dr. Pepper is also paying foradvertisement spacing yet those companies aren’t placing Dr. Peppers ads intheir papers.
Better internal communication will allow Dr. Pepper to increasein production delivery and on time delivery for their products. Dr. Pepper willalso benefit by placing a new or updated tracking system or even figuring outthe problem with their current system in order to trace their advertisement’sin another corporation’s newspaper. I am aiming to achieve better communicationwith other companies for on time distribution and solving the problems ofadvertisement spending and spacing. Theoretical Framework:Iplan to analyze Dr. Peppers market spending, reasons why ads aren’t beingplaced in paid spots, and where the delivery of production miscommunication istaking place.
I plan to use several business tools for my research, SWOTanalysis and the four P’s of marketing.Areas of Syllabus:1.7Organizational planning tools2.
1The functions and evolution of human resource management (changes in workpatterns, practices, and preferences)4.2Marketing Planning 4.4Market Research Methodology:Mymethodology will include interviewing and discussing Dr. Pepper’s advertisementtracking and production delivery strategies. My primary research will consistof interviews with Dr. Pepper’s administrative assistant, Ms. Presley, andmarket development manager, Ms.
Campbell, as well as establishing productiondelivery and ad tracking strategies. I will be collecting secondary data inorder to produce an adequate amount of work. My research will include hardcopyand internet articles related to Dr. Pepper’s advertisement and marketingspending.
Sources of information for my research will come from Dr. Pepperemployees and detailed articles about marketing and strategic problems withinDr. Pepper.Anticipated Difficulties:Problemsthat might occur is when I am interviewing employees at Dr. Pepper. Somequestions might come out too specific limiting depth, while some questionsmight come off too broad causing feedback to be broad as well. In this case Iwould make sure my questions don’t come biased to any organization in order toshow no biased data in my internal assessment.
I will also make sure myquestions are relevant in variety, for specific answers. It will be difficultto collect and find secondary data from articles outside of Dr. Pepper to keepthe research from being biased, but I plan to use the internet to stray awayfrom biased articles. My interviews and data collected can be challenging sincemany companies don’t want internal company information known to the public, butin this case I would make sure to stay away from specific information thatcould comprise any companies within my research. Action Plan: Words: 497Introduction:Dr. Pepper is one of the three most leading softdrinks in America well established around the 1800s, but Dr.
Pepper SnappleGroup was founded May 7, 2008. Dr. Pepper is listed and well-known in thebeverage industry varying from products of soft drinks, waters, teas, mixers,and their new introduction in the health and energy drink production.
Dr.Pepper is a leading producer in North America and the Caribbean with more than50 products. Although, Dr. Pepper is a very popular company throughthe eyes of customers, the company does have struggles and issues internally.The constant demand for soft drink products can cause confusion andmiscommunication within the company itself.
A serious problem for Dr. Pepper istheir miscommunication during product distribution to retail stores. Theproblem starts with both retail stores and Dr. Pepper giving different deliveryhours causing delivery employees to miss delivery time. Missing the cut offtime for delivery means bringing back products that would’ve profited Dr.
Pepper now affecting Dr. Pepper as a loss until the next delivery date. As aresult of this problem with Dr. Pepper my research focuses on the betterinternal communication to affect the flow of production delivery.
Procedureand Methodology:My primary research consisted of an interview with Dr.Pepper’s administrative assistant, Ms. Presley, and market development manager,Ms. Campbell.
These interviews focused on whether Dr. Pepper would benefit frombetter internal communication in order to have an improved flow of productiondelivery and product advertisement.My secondary research will include online articlesfrom websites about Dr. Pepper’s finances and distribution market. I have alsoincorporated a SWOT analysis and the four P’s of marketing. My SWOT analysisincludes the strengths, weaknesses, opportunities, and threats to Dr. Pepper asa company and specifically towards my research question. I have determinedoptions that provide the best approach to finding solutions for delivery miscommunicationand marketing strategies.
Lastly, I used the 4 P’s of marketing, price,promotion, product, and place. With the four P’s of marketing tool I gained anunderstanding and resolved some of the issues Dr. Pepper is having with productdistribution. MainResults and Findings:SWOTAnalysis: STRENGTHS WEAKNESSES · High quality service when distributing products to other companies · Strong brand reputation · Popular and well-known brand · Largest known beverage company · Dominating beverage company · Diet soda drinkers are not satisfied with Dr. Peppers Diet drinks · Poor communication delivering production · Distribution handled by bottlers working with rival companies OPPORTUNITIES THREATS · The company can expand into other parts of the world to increase revenue · The company should explore new markets across the globe · Introduction to new beverages and taste/flavors · The new introduction of healthy drinks can influence and change the reputation of Dr. Pepper · New industry of sport and energy drinks · Dr. Pepper’s rival slowly beginning to peak like Pepsi and Coca-Cola · Decline in the economy of the USA · Increasing prices can affect the price of product · Limited market opportunities · Competitive pricing compared to rival companies · Newer products are not heard of are not popularly known. · Constant product miscommunication can affect Dr.
Pepper’s reputation To gather my dataabout Dr. Pepper’s internal communication I interviewed two employees. Oneemployee worked as an administrative assistant and the other as a marketdevelopment manager. I found out that a problem within Dr. Pepper is thecommunication among the employees and the companies which sell Dr. Pepperproducts. The main two problems are poor communication when delivering productson time and in a timely manner as well as advertisement placing.
When Iinterviewed Dr. Pepper’s administrative assistant, Ms. Presley, I was informedthe problem of miscommunication between management and employee truck driversabout specific drop off times and locations to retail stores. While the truckdrivers were told product delivery was for one time, when the drivers arrivedat the retail stores they were not able to drop off their products due to latetiming.
This causes truck drivers to return to the loading dock with freshproducts, resulting in profit loss for Dr. Pepper. The second problem withinDr. Pepper has to do with advertisement placement within other retailnewspapers. As I interviewed market development manager, Ms.
Campbell, Ilearned that there is a problem with securing a permanent spot in retailnewspapers for their grocery stores in order to advertise Dr. Pepper’sproducts. Dr. Pepper will result in another profit loss because they are payingfor spots within retail store grocery newspapers however, when the newspapersare released Dr. Pepper’s product advertisement is not in the papers.
There are several practicalsolutions in order to solve Dr. Pepper’s internal communication and advertisementplacing problems. Dr.
Pepper could start off by tracking their ads to ensuretheir ads will be placed in each retail grocery newspaper instead ofimmediately paying without tracking any progress. Another solution is, Dr.Pepper could pay the retail companies after they have seen their ads advertisedin the grocery newspaper, as insurance. This will allow Dr. Pepper to no longerresult in profit loss, since they would be tracking their ads entirely.
Anotherpossible solution for miscommunication between retail stores and truck driversis, Dr. Pepper could create a way that doesn’t allow the products to go towaste. This can be done by creating back up retail stores who know they willneed products in generally and use Dr. Pepper as their back up. Having other retailstores ready to take product that was originally accepted will allow Dr. Pepperto continue to meet their weekly profit.
TheFour P’s of Marketing:Product: Dr. Pepper is alarge, world-wide, beverage company since the end of the 1990s. Dr. Pepper is asoft drink company with over a variety of 50 products. Dr. Pepper’s productsconsist of soft drinks, juices, teas, waters, energy drinks, and otherbeverages.
Dr. Pepper also provides hundreds of flavors for their beverageproducts, ranging from sweet, bitter, and sour tastes. Price:Dr.Pepper has a partnership with multiple retail stores, like Kroger’s, Target,Sam’s Club, CVS, and more. ThePlace:Dr.Pepper has been a beverage company around for more than 100 years. Dr. Pepperoriginated in 1885, created by Charles Alderton.
In 1904, Dr. Pepper wasmarketed around the United States, however, now Dr. Pepper has been introducedto countries around the world as an imported good. Countries like Europe, Asia,Canada, Mexico, South America, and many others.
Dr. Pepper has severalwarehouses located throughout the USA, where the carbonated soft drinks areproduced. After the beverages have been mixed they are bottled and canned theyare sent to stockists, then transported to distributors and finally to retailstores who sell directly to customers. Promotion: