For this two-step assignment, create an analysis report using secondary research that explains Tenzing Natural Energy, its competition (at least two key competitors), pricing, distribution channels, promotional history, category trends, and related consumer trends.

This report is to answer the question, What are the dynamics of the category into which we are launching?

In completing this assignment, conduct Google searches and go beyond this research approach. Use your university library database (e.g., Lexis/Nexis) to find consumer and/or trade articles about the category. Potential databases include Mintel, Simmons Insights, and Ad$pender.

STEP 1 Gather information on the following areas.

1. Category dynamics: What are the major trends in the category? 2. Competitive sales analysis: What is the market share of the major players in the category? 3. Target users: Who are they? What are their behaviors and attitudes? 4. Geography: Where are energy drink sales strongest and weakest? 5. Seasonality: Do energy drinks have more sales, or sales opportunities, at different times of year? Different times of month? Different times of week? 6. Purchase cycle: How often do people buy energy drinks? 7. Competitive media spending: Which brands do consumers hear from most often (via advertising)? 8. Competitive advertising analysis: What are the different messages from each brand?

STEP 2 Next, complete a SWOT analysis based on findings on areas from 1-8 listed above. In this step, summarize Tenzing Natural Energys strengths, weaknesses, opportunities, and threats.