Year 12 IB Extended Essays 2018

Table of Contents 1 Introduction

3

2

Methodology

4

2.1

Tools

4

2.1.1

Ansoff Matrix

4

2.1.2

Boston Consulting Group (BCG) Matrix

4

2.1.3

Segmentation

4

2.1.4

Position Map & Peer Survey

5

2.1.5

SWOT Analysis

5

2.2

Sources

5

2.2.1

Reputable Surveys

5

2.2.2

Company Marketing Strategy Documents

6

2.2.3

Internet Search – Articles & Presentations

6

2.2.4

Limitations

6

3

Marketing Strategy Analysis

7

3.1

Growth potential in terms of market and product

7

3.2

Understanding and aligning the product to the right consumer base

10

3.3

Perceived preference and value for money

12

3.4

Market strategies compared

16

3.4.1

Red Bull Market Strategy SWOT Analysis

16

3.4.2

Dare Market Strategy SWOT Analysis

17

4

Conclusion

19

5

Bibliography

21

6

Appendix

23

6.1

Peer Survey

23

2