5-Hour Energy: Hours of Energy Without the Beverage

Go to the textbook and look at Appendix 1: Company Cases and read A1.6: Company Case 5

Answer the questions:

Using the full spectrum of segmentation variables, describe how 5-Hour Energy segments and targets the market for soft drinks.
Which targeting strategy did 5-Hour Energy focus on and how was the product positioned in the market?  Positioning is rated as High, Medium, and Low.
Who are 5-hour Energy competitors and provide at least two that have similar or different target markets and will this cause challenges in the future?
Case Studies are designed to assess higher-level, critical thinking skills, such as analysis, synthesis, and evaluation. The learning theories, upon which this class is based, are actualized in these responses.

This paper should be 5 pages in length, citing at least two (2) full-text peer-reviewed credible sources in addition to the textbook, using correct APA 7th ed. formatting.  Title and reference pages do not count toward paper length.

Approved/credible sources include:

the course textbook (as listed on the course syllabus)
full-text, peer-reviewed/scholarly articles (retrieved from our schools campus online journal database).
No general Internet searching is acceptable. Therefore, blogs, education sites, commercial sites, Wikipedia, About.com, editorials, abstracts, online books, book reviews, etc. are NOT acceptable for this assignment. For questions about what a peer-reviewed/scholarly article is or how to search for these articles.

The paper should include a properly formatted title page and must include a complete reference list, properly formatted according to the most current APA guidelines. Note that your title page and reference list does NOT contribute to your page count.  You are also required to include a working URL for any full-text articles used; all working URLs must take your reader directly to the full-text article within UNT Dallas online library database. To further clarify, the instructor must be able to directly link to the full-text article within UNT Dallas’ online library database using the URL you include in your thread.  If you are unsure about the specific URL/link, you can copy the entire web address from the top of the web browser address bar (once you are on the page where you are viewing the full-text article).

Consult the current edition of the APA manual for help with formatting in-text citations and references. You should also view the grading rubric, as well as the Sample paper document, which is located in this folder.