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Question 1
Marketing Research plays an instrumental role in all three phases of the marketing management process in: planning, implementation, and evaluation.
1. Discuss how Red Bull uses marketing research in the above three phases.
The marketing research process as described by Kotler and Keller (2006:103) consists of the following steps:
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The next sections detail an analysis of how Red Bull has been able to achieve planning, implementation and evaluation using the above marketing research process:

A. Planning

Red Bull’s Problem definition

The introduction of the case study describes the variety of energy drinks which is available on the South African market and the aggressive campaigns of Red Bull’s competitors. The challenges Red Bull had before entering the market are listed below:
1. Avoiding the trap of being perceived as a “sports” drink only. This is where others have failed previously.
2. Promote the product sufficiently so that awareness......

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Approximate Word Count: 4868
Approximate Pages: 20 (250 words per double-spaced page)

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