Market Analysis of Product Category

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Choose Energy DRINK, but the professor said do not focus on only Energy drink, can add other industry (soft drink, Carbonates, RTD coffee, etc.) What is the market situation for the category? Provide a short review of the market situation facing the brands in your competitive “space.” You should examine industry sales at the monetary level for the most recent 3-5 years, forecasts if available, trends within subsectors of your industry and market shares of main players. This section should address issues happening at the macro level, also known as an “environmental scan.” Topics such as; key consumer trends, a crucial political issue, a critical technological change, a shift in the nature of the competitive landscape, and/or a key environmental force affecting the segment and competition. Choose issues that generally affect the performance of all players (i.e., some brands are affected more and some less, but the issues affect the group as a whole). Remember to keep analysis at a macro level, not just category trends!

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