The Energy Drink Market in South Africa

This work analyses the competitive structure of the
Energy Drinks Market in South Africa by means of the
Porter (1980) Five Forces Framework and focuses on
consumer insights gained from in-depth expert
interviews, a focus group and a quantitative
research survey, based on a quota sample of 200
South Africans. During the last decade Energy Drinks
have been enthusiastically embraced by the sport-
and party-loving South African nation. The South
African Energy Drinks Market attracts foreign
companies to enter the market, but most of the new
product launches flop due to limited budgets and
inconsistent marketing approaches.

Autorentext

Mag. Magdalena Meusburger, Mag. rer. soc. oec.: International Business Administration, major: International Marketing and Management & Entrepreneurship and Innovation, Vienna University of Economics and Business (Austria). Commercial Manager of Knox 4 Lox cc, Johannesburg (South Africa).

Klappentext

This work analyses the competitive structure of the Energy Drinks Market in South Africa by means of the Porter (1980) Five Forces Framework and focuses on consumer insights gained from in-depth expert interviews, a focus group and a quantitative research survey, based on a quota sample of 200 South Africans. During the last decade Energy Drinks have been enthusiastically embraced by the sport- and party-loving South African nation. The South African Energy Drinks Market attracts foreign companies to enter the market, but most of the new product launches flop due to limited budgets and inconsistent marketing approaches.