Business Strategy Red Bull

In: Business and Management

Submitted By PhiThi
Words 3329
Pages 14
Table of contents List of figures...................................................................................................... III List of abbreviations ........................................................................................... IV 1 Purpose of this paper .................................................................................... 1 2 Company profile of Red Bull.......................................................................... 1 2.1 2.2 2.3 3.1 3.2 3.3 Company introduction..................................................................... 1 Market overview ............................................................................. 2 Financial overview .......................................................................... 2 Market-based view: market positioning .......................................... 3 Resource-based view: business system analysis .......................... 4 Current business strategy and competitive advantages ................. 5

3 Strategy analysis of Red Bull energy drink business .................................... 3

4 Recommendation proposal for Red Bull ....................................................... 6 5 Conclusion..................................................................................................... 8 Appendices ......................................................................................................... 9 Bibliography ........................................................................................................ V

II

List of figures Figure 1 Figure 2 Figure 3 Figure 4 Figure 5 Figure 6 Figure 7 Market shares on the global energy market for 2011 ........................ 2 Financial performance of Red Bull from 2011 to 2013 ...................... 2 Market positioning on the German energy drink market ................... 3 Solution sheet…...

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...
 Marketing
Plan
Outline:
Red
Bull
 Marketing
Background
 Company
and
Product
Review
 
 In
1982,
Dietrich
Mateschitz,
creator
of
Red
Bull
alongside
Chalerm
Yoovidhya,
saw
 1
 where
Japan
and
Thailand
were
heading
in
the
energy
drink
market
and
decided
they
 wanted
a
piece
of
the
pie.
By
1987,
Austria
proved
to
be
a
difficult
market
for
Red
Bull
to
 survive
in
and
soon
Mateschitz
expanded
into
Hungry
and
the
rest
of
Germany.
After
 expanding
across
Europe
with
a
lot
of
trial
and
error
Red
Bull
was
$12
million
in
the
hole.
 Rather
than
scrapping
Red
Bull
as
a
loss,
Mateschitz
fired
all
his
staff
and
hired
a
marketing
 firm
to
help
him
target
nightclubs
and
students.
Buzz
marketing
became
the
main
focus
of
 Red
Bull’s
marketing
plan,
and
soon
students
were
pounding
campus
pavement
and
driving
 around
in
Mini
Coopers
with
a
big
Red
Bull
can
strapped
on
top
with
free
samples.
His
buzz
 marketing
proved
to
be
not
only
cost
effective,
but
the
very
thing
that
gave
Red
Bull
its
 appeal.
Although
Red
Bull
was
not
welcomed
with
open
arms
in
all
countries,
such
as
 France,
Denmark
and
Norway,
it
was
growing
and
expanding.

 
 Mateschitz
soon
realized
that
an
extreme
sporting
event
was
a
profitable
avenue
to
 take
Red
Bull
down.
Red
Bull
started
supporting
approximately
500
extreme
sports
 athletes
and
hosting
exclusive
parties
for
these
rock
star
competitors.
By
1997,
Red
Bull’s
 buzz
marketing
strategy
proved
successful
in
the
U.S.
as
well.
Events
are
now
hosed
......

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in
Fuschl
am
See, near
Salzburg
Austria.Approximately 4.6
billion cans
of
Red
Bull
are
consumed
each
year where the product is available around the globe in 164 countries. I have analyzed how a drink which was sold to truck drivers and laborers in Thai become a globally well-known no.1 energy drink. And thereafter I have discussed about the ingredients of Red Bull its benefits and drawbacks. In spite of a lot critics faced by Red Bull, it currently holds the no.1 position in energy drink selling more than 4.6 billion cans around 164 countries according to Red Bull Official Web site. Perhaps, Red Bull is next best well known drink after Coke. This report basically outlines the history of Red Bull, the ingredients, and followed by a buyer behavior theory which I have applied to get more clarity and insight on this topic. History of Red Bull The product was actually founded way back in 1960s by a Thailand......

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