Dissertation Proposal: The detailed exploration of the global energy drinks market with a primary focus on the marketing strategies of Red Bull.

Laurence Deer
U0870273
Global Marketing
Supervisor: Len Tiu Wright

Contents

Page 1: Title Page

Page 2: Contents

Page 3: Title, Rationale for study, Introduction, Research question, Significance

Page 4: Background, Aims and Objectives, Literature review

Page 5: Literature review

Page 6: Literature review continued, Methodology

Page 7: Methodology continued, Time table, Gantt chart

Page 8: Bibliography

Title
The detailed exploration of the global energy drinks market with primary focus on the marketing strategies of Red Bull.
Rationale for Study
Introduction …show more content…

It offers an up to date source of information regarding this important subject that is a key part of Red Bulls business strategy and will allow me to investigate the subject further. One of the weaknesses regarding the journal and article in question is its length. I will find further material exploring this subject to gain a deeper understanding from more than one perspective.

Journal of marketing management volume 26, issues 11-12 October 2010. Do brand names in a foreign language lead to different brand perceptions?
This article is very relevant to my dissertation topic as Red Bull is a global company spanning 160 different countries and many different cultures. In the west red Bull is associated with the’ cool’ factor but this is a huge contrast to how it is perceived in countries such as Thailand where it is considered a ‘poor mans’ drink used to keep factory workers stimulated throughout the day. Due to these different perception on different countries this article will help me understand how the name Red Bull is perceived in different countries around the world.

Books
Nigel Piercy (2008). Market-Led Strategic Change: Transforming the Process of Going to Market.
Market-Led Strategic Change: Transforming the Process of Going to Market is an extremely well known and trusted to guide on how to