Marketing Management

Management would like to transform Gatorade from a sports drink to a lifestyle drink. Visit www.gatorade.com and search the Internet—including social media—as well as your library’s online databases to obtain information on the marketing strategy of Gatorade energy drinks.

1. Prepare a focus-group discussion guide to determine why people consume Gatorade drinks and what would lead them to consume more Gatorade.

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2. Conduct a focus group of 8 to 12 students using your discussion guide.

3. Prepare a focus-group topline report for Gatorade management.

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