Assignment 4A

1. The unmet need is providing Coca-Cola on UF campus.

2. The opportunity that I identified is that of providing Coca-Cola instead of Pepsi exclusively on UF's campus. While I understand the background of Pepsi and UF's relationship and realize that this is the reason that Coke has not been present at a single vendor on campus, there is still the potential to make more money if that good is provided. This need is felt most days by students of UF anytime that they eat at the various food vendors on campus, as well as by alumni and visitors when they come to campus to attend events such as football games. Currently, some people bring their own Coke from home when they come to campus. Others tough it out and drink Pepsi on the days that they come to campus. Lastly, some people avoid soda altogether and drink things such as water or sweet tea instead. I feel that there is a 90% chance that this would prove successful and profitable if it were able to be implemented in some form.

3.1. Customer 1 - Alumni of UF from 15 years ago who comes to most football games every season; Keitha Bennett.

4.1. Bennett explained that she prefers Coke to Pepsi every time that she is given the choice. While she admits that this is not necessarily a need with the fact that she can drink other, more healthy beverages than soda, she is liable to do that when she comes to campus in order to avoid drinking Pepsi. She said she first became aware of the need her first time back at The Swamp for a football game after she graduated. When she walked up to the concession stand and asked for a hot dog and a Coke, she was disappointed when they asked her if Pepsi was acceptable. When asked how she handles this now, she said that she usually drinks water at games and enjoys Coke that she brings with her right before she walks in. She admitted that she would much rather be able to drink a cold Coke while she watches the game and eats her hot dog, so she is not entirely set on the solution that she has made work for her for now.

3.2. Customer 2 - Alumni of UF that graduated May, 2018; Josh Berko

4.2. Berko was very involved at UF, serving as an RA all four of his years here. Along with that, he ate in the on-campus residence halls often, as free meals in those halls were part of his pay for serving as an RA. He noticed the absence of Coke from the campus within his first two weeks, saying that he does not drink soda often but was excited to have free refills and get Coke during one of his first trips to Gator Dining, only to feel let down when all of the soda machines had nothing but Pepsi products. For him, this need was not felt all that often, as he tended to simply stick to Gatorade and water more often than drink soda; however, when asked if he were offered Coke instead of Pepsi if he would have drank soda more often, the answer was an emphatic yes. With that in mind, while he felt satisfied with his solution to the problem at the time, Berko would have been even more satisfied if offered Coke instead.

3.3. Customer 3 - Current student at UF; Shelby Carlton

4.3. Carlton is in her second semester at UF. During her first day of classes, she decided to take advantage of her break in her schedule and go to Chick-Fil-A at the Hub. As she ordered and prepared to ask for a Coke, she realized that the only thing available was Pepsi products. Since then, she has stuck to sweet tea while on campus and drinks any soda she consumes in the form of Coke in her apartment. Again, she stated that the desire to drink soda was not a need for her, and she admitted that many days she would rather have water or sweet tea. However, when the desire to drink soda with her lunch on campus does come up, the lack of Coke and presence of Pepsi quickly pushes the desire away for her. When asked about her satisfaction with her solution of sticking to sweet tea and water, Carlton says that she is happy that she is less likely to drink the beverage that is the least healthy for her, but at the same time there are days that she is very annoyed when she remembers that she still cannot buy a Coke anywhere on campus.

5. All in all, the three people that I interviewed all had different viewpoints on the campus wide lack of Coke that UF experiences. However, all three of them gave very similar answers in most of the areas; they universally felt that they would be better served if Coke were offered to them instead of or in addition to Pepsi. This consensus amongst them was the most surprising thing that I found in these interviews. I learned that while the addition of Coke would not necessarily supply every person on campus with what they want everyday or bring in more money from each person everyday, it would be something that would be well worth the time and effort. More people would be pleased to see both options present rather than just one or the other.

6. See 3.2, 4.2, 3.3 and 4.3.

7. After conducting these interviews, I feel that all of my initial opportunity is still present. I spoke with three people and all three of them would, at some point, be willing to purchase this good. I feel that my initial belief that this venture had a 90% of being successful is still a reliable number, or it may be a little bit lower than the actual value. 100% of the people interviewed were interested, but this was a very small sample size and would have to be much larger before the population parameter could be accurately assumed from the sample statistic. In terms of changing your plans due to customer feedback, I feel that this is something that is very touchy. On one hand, without customers you are out of business and literally nothing. On the other, you must make a profit in order to make a living and keep the doors open, so to speak. With that in mind, there are some instances where you must remain firm and not listen to the customers. UF has done that in the example talked about above; they signed a contract with Pepsi when Gatorade was created and have stuck with Pepsi ever since. While they could make more money on campus by providing Coke as well, Pepsi's agreement with them outlaws that and they make MUCH more money by selling Gatorade worldwide than they would selling a few more sodas on campus, no matter how much the student body wishes they would review the policy. On the other hand, if the customers have a legitimate complaint that the business can address without detriment to them, this is a great way to prove that you hear your customers and care about them. Balancing these two things in my eyes is what separates the bad businesses, the good businesses and the truly excellent businesses.