For this two-step task, 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 we are launching into?"

When completing this task, perform Google searches and go beyond this research approach. Use your university library database (e.g., Lexis/Nexis) to find consumer and/or business articles about the category. Possible databases include Mintel, Simmons Insights and Ad$pender.

STEP 1
Gather information on the following areas.

1. Category dynamics: What are the main trends in the category?
2. Competitor sales analysis: What is the market share of the main 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 the year? Different times of the month? Different times of the week?
6. Buying Cycle: How often do people buy energy drinks?
7. Competitive media spending: Which brands do consumers listen to most often (via advertising)?
8. Analysis of competitive advertising: What are the different messages of each brand?

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