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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.
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.