Introduction
Welcome back to your four-part online comparative study for the HSC Business Studies topic of Marketing.
This is the third of the four parts. In the first half of the comparative study, you were introduced to the case studies of Coca-Cola and Red Bull individually. In the second half of the study, you will now compare and contrast the two case studies through more in-depht research and analysis.
Upon the completion of the online comparative study, you should have a strong understanding and application of marketing and marketing issues, as well as two case studies to support your knowledge.
Good luck, and have fun.
Task
You have been hired as a marketing consultant by a new entrepreneurial business that is considering entering the beverage market. Your task is to do some marketing research on its potential competitors.
You have previously completed some research on the case studies of Coca-Cola and Red Bull. However, these case studies were researched indivudally; and your research only currently forms a basic foundation that requires further research and analysis.
You are now required to research, analyse and evaluate these two case studies side-by-side through comparing and contrasting.
Process
Open your Word document. Use the information and graphs in the following links to complete the following activities:
http://www.roymorgan.com/findings/6169-cola-king-aust-nz-indo-201504130…
http://www.roymorgan.com/findings/6098-more-young-australians-drinking-soft-dr…
- Analyse the graphs. Include in your answer reference to overall soft drink consumption, Coca-Cola consumption, how Coca-Cola has impacted on the soft drink market, and market trends.
Use the folowing link. Select the "Energy Drink" tab under the "Sports & Energy Market Dashboard" sub-heading. Use the graphs and information presented to complete the following activities:
https://www.dolcera.com/wiki/index.php?title=Sports_%26_Energy_Drinks_M…
- Analyse the graphs. Include in your answer reference to overall energy drink consumption, Red Bul consumption, how Red Bull has impacted on the energy drink market, and market trends.
- Compare and contrast your analysis of the Coca-Cola and soft drink market data with your analysis of the Red Bull and energy drink market data.
Coca-Cola and Red Bull are products that are both in the beverage market. However, Coca-Cola is in the soft drink sub-market, and Red Bull is in the energy drink sub-market.
- Evaluate whether or not the products Coca-Cola and Red Bull are competing against each other.
- Coca-Cola Amatil and Red Bull GmbH are the companies that produce Coca-Cola and Red Bull respectively. Even though their main products (Coca-Cola and Red Bull) are not in the same sub-market, there has been the creation and development of products made by the companies to enter the other's sub-market. Outline at least one case where Coca-Cola Amatil has attemped to enter the energy drink market, and/or Red Bull has attempted to enter the soft drink market. Evaluate the successfulness of the marketing of these products, and make recommendations for improved market performance.
Use the following link and instructions to create a Venn diagram:
https://www.gliffy.com/go/html5/launch?app=1b5094b0-6042-11e2-bcfd-0800…
- Select the "Basic Shapes" tab on the left.
- Drag and drop an ellipse (circle) shape from the side toolbar to the main drawing grid.
- Drag and drop a second ellipse (circle) shape from the side toolbar to the main drawing grid.
- Move and resize these two shapes so that they are next to each other (left and right), large enough for your information, and there is some overlapping in the middle.
- Lable one shape as "Coca-Cola", and fill it in with information specific to that brand/product.
- Lable the other shape as "Red Bull, and fill it in with information specific to that brand/product.
- Add text to the middle section (the overlap between the two shapes), and fill it in with information shared by both Coca-Cola and Red Bull.
Open your Word document. Evaluate the information presented in your Venn diagram.
Conclusion
Contragulations. You have just completed the third part of your online marketing comparative study.
Be sure to save all of your work as you will need it to complete the comparative study, as well as future tasks.
Use the following link for the next part of the online comparative study:
https://www.createwebquest.com/webquest/marketing-comparative-study-%E2…
Credits
Links:
Roy Morgan Research
"Cola is king in Australia, New Zealand and Indonesia"
http://www.roymorgan.com/findings/6169-cola-king-aust-nz-indo-201504130…
"More young Australians drinking soft drinks"
http://www.roymorgan.com/findings/6098-more-young-australians-drinking-…
Dolcera
"Sports & Energy Drinks Market in Australia"
https://www.dolcera.com/wiki/index.php?title=Sports_%26_Energy_Drinks_M…