Bus620 Final Paper

Rockstar Marketing Plan

Robert Baca

BUS620: Managerial Marketing

Prof. Geraldine Goodstone

June 3rd 2013

Rockstar Marketing Plan

Introduction

Situation Analysis

SWOT

Industry Trends

Direct and Indirect Competition

Organizational Mission and Forecast Performance Goals

Marketing Strategy

Segment and Target Potential Customers

Marketing Mix

Recommendations

Conclusion

References

Olson, G. (2008, Jun 27). 'Energy drinks' crank up corporate greed; brand names such as blow, cocaine and rockstar crowd kid-focused market. Vancouver Courier. Retrieved from http://search.proquest.com/docview/359459116?accountid=32521

Fuhrman, E. (2005). Partying like a ROCKSTAR. Beverage Industry, 96(6), 30-34. Retrieved from http://search.proquest.com/docview/196497409?accountid=32521

Top 15 Energy Drink Brands. Energyfiend. Retrieved June 3rd 2013. Website: http://www.energyfiend.com/the-15-top-energy-drink-brands

What Does What: Energy Drinks. IEG Sponsorship Report. Retrieved June 3rd 2013. Website: http://www.sponsorship.com/IEG/files/cc/ccd744ad-24bf-4c8a-bd34-a52c23e9159a.pdf

Shaw, E. H. (2012). Marketing strategy. Journal of Historical Research in Marketing, 4(1), 30-55. doi:http://dx.doi.org/10.1108/17557501211195055

Lewis, H. (2007). Global market review of functional energy and sports drinks - forecasts to 2012: 2007 edition: Market drivers in energy and sports drinks to 2012. (). Bromsgrove, United Kingdom, Bromsgrove: Aroq Limited. Retrieved from http://search.proquest.com/docview/212477968?accountid=32521

Duff, M. (2005). Market gets a boost from energy drinks. DSN Retailing Today, 44(14), 1-F4. Retrieved from http://search.proquest.com/docview/228483343?accountid=32521

Rockstar Energy Drink, Bevnet, Retrieved June 3rd 2013. Website:

http://www.bevnet.com/reviews/rockstar