Year 12 IB Extended Essays 2018

Geographic segmentation is the marketing of a product to a certain location. This is used by the

company to have the highest efficiency when advertising, making sure they market their products

where they know their target audience will see it. Geographic segmentation can be hard to identify,

especially in the case of Red Bull and Dare when a majority of advertising is done online or on TV.

The focus of this research though is the Australian market but international resources has been used

particularly as Red Bull has an international marketing campaign.

2.1.4 Position Map & Peer Survey

The Position Map is based on a peer survey conducted and views research from the research. It acts as

a visual representation for the survey and research results and compares the products perceived value

for money compared to popularity. As it is based off a small peer survey that was conducted on a small

sample size and opinion gained from research, the Position Map is not expected to be highly accurate

but serves as an indication on the views of teenagers in high school (as this was the demographic

surveyed).

2.1.5 SWOT Analysis

The SWOT (Strengths, Weaknesses, Opportunities and Threats) Analysis is a tool used to understand

strengths and weaknesses, as well as identifying opportunities and threats. This information is then

applied to create strategies that will minimise threats, take advantage of opportunities and play to

strengths and weaknesses. The SWOT analysis will be useful analytical tool as it will allow us to

identify the external and internal factors that have affected the company and how they have adopted

their market strategy to best accommodate for these influencing factors.

2.2 Sources 2.2.1 Reputable Surveys

Roy Morgan research on consumer base for Dare & Red Bull. Roy Morgan is Australia’s best known

and longest established market research company, with a reputation for reliable and accurate market

research (Roy Morgan, 2018). I have used research from Roy Morgan on the occupation of energy

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