Business Strategy Red Bull - 3319 Words

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†¦show more content†¦Agro Trading Company Limited, owned by a Thai family, owns the 49 % respectively the son of the former owner of this company owns the remaining 2 %. 1 Red Bull (2014). 1 2.2 Market overview The energy drink market is one of the few growth markets in the beverage industry with a market volume of $40 billion in 2012 in sales globally.2 From 2011 to 2012 the off-trade ready-to-drink volume increases by 12.4 %.3 North America leads in absolute volume and growth terms with a compound average growth rate (CAGR) of 8.1 %. The market reported two years of 17% increases in 2012 and 2013 and is expected to continue a steady upward trajectory to 2018. Marketline stated a market share for RB of 43 % in 2011 on the global energy market.4 Since 1982 RB has pioneered the energy market but from 2011 to 2012 the company has underperformed the market. The closest competitor is Monster with a market share of 16 %. With regard to the US, Monster is market leader but also Rockstar benefits from a strong growth in the US. RB’s sister company Figure 1: Market shares on the global energy market for 2011 Source: Own illustration, following Marketline (2012). TC Pharmaceutical Industries is the Asian market leader with 81.2 % market share. Additional competitors are the soft-drink companies Coca-Cola with its own energy drink brands Burn and Relentless as well as Pepsi with its brand Sting. 2.3 Financial overview The following financial overviewShow MoreRelatedmanagement1439 Words   |  6 PagesProfile: Red Bull’s markets to young urban males ranging in age from 16 to 29 years old. These males live in a constantly exciting, adventurous and exerting lifestyle. They â€Å"live life on the edge† or try to and they usually are average build or go to the gym/work out on a consistent level. â€Å"Red Bull males† participate in competitive and extreme sports or any other kind of adventurous and recreational activities. Competitive gamers in the video game industry are also gravitating towards Red Bull productsRead MoreEthics in Red Bull1195 Words   |  5 PagesEthics in Red-Bull Name: Institution affiliation Ethics in Red Bull Introduction Red Bull is an energy drink that is produced by the company known, as Red Bull GmbH. Red Bull is the world leading energy drink. It sells more than 4, 000, 000, 000 cans all over the world. Red Bull drink incorporates ingredients like; caffeine, glucuronolactone, sucrose, B-group vitamins, glucose, and taurine. Besides, Red Bull drink is packed in aluminum cans. The company goes by the slogan â€Å"Red Bull gives youRead MoreA Swot Analysis Of Red Bull1466 Words   |  6 Pagescan help improve the strategy of Red Bull in the United Kingdom over the next 20 years, it will be reasonable to consider a SWOT analysis of the company within its industry, then funnel it to a PEST analysis within the given nation, UK. This way, using Porter’s 5 Forces to back up its influence within the given market can better support it. Therefore, constructing four scenarios based on 2 independent factors will be feasible. SWOT Analysis Strengths: †¢ Market Leader – Red Bull maintains its leadRead MoreRed Bull - promotional mix1231 Words   |  5 PagesDescribe the promotional mix used by red bull Red bull was originally established in Thailand in 1962 under the name Krating Daeng, Red Bull was incorporated in 1984 with its head office in Austria. It is now a market leader in the energy drink segment with presence in over 130 countries and an employee base of over 3,900 worldwide. It recorded a turnover of $2.6 billion in 2006 with a whopping 300% increase in global sales as compared to the year 2000. Starting with its first international forayRead MoreBull Case Study Analysis : External Analysis Of Red Bull1097 Words   |  5 PagesBA4302 Red Bull Case Analysis External Analysis Political Factors: These include indirect or direct political factors affecting Red Bull. Among others are government instability, markets’ bureaucracy, corruption levels, the function and freedom of press, protectionism measures of home market, and market lobbying initiatives. Red Bull endeavors to impact specific political factors and pertinent laws and regulations through its efforts of lobbying. For instance, the moment the FDA were ready for theRead MoreA Globalization Strategy Global, Multinational and International strategies aggregated together as900 Words   |  4 PagesA Globalization Strategy Global, Multinational and International strategies aggregated together as three pillars of A Globalization Strategy or can define A Globalization Strategy. These three pillars of A Globalization Strategy empower an organization to achieve its designed-aim for an international expansion. In developing A Globalization Strategy PEST analysis comes into play. According to PEST analysis the environmental scrutiny of political, economic, social and technological aspectsRead MoreRed Bull Versus Coca Cola Sport Sponsorship from a Sponsor’s Perspective896 Words   |  4 PagesRED BULL VERSUS COCA COLA SPORT SPONSORSHIP FROM A SPONSOR’S PERSPECTIVE Author: Inken Hillnhagen email: hillnhai@uni.coventry.ac.uk University: Coventry University Faculty: Business School/Sport and Event Management buying the rights. Involved in this money is planning the sponsorship deal, carrying it out and last but not least evaluating the whole process and engagement (Hermanns 2003). So according to this the strategic planning process is crucial in order to communicate effectively and achieveRead MoreRed Bull By Functional Beverages From The Far East1386 Words   |  6 PagesRed bull Inspired by functional beverages from the Far East, Dietrich Mateschitz founded Red Bull in the mid 1980 s. He created the formula of Red Bull Energy Drink and developed the unique marketing concept of Red Bull. Currently, Red Bull is available in more than 167 countries and around 50 billion cans of Red Bull have been consumed so far. In terms of further expansion, Red Bull is targeting the core market of the USA and growth markets in the Far East, while also focusing on the continuedRead MoreRed Bull Energy Drink1614 Words   |  7 Pages * Executive Summary * SWOT Analysis * Promotion Opportunity Analysis * Corporate Strategies * Integrated Marketing Communications Management * Media Plan * Evaluation amp; Control 3. Executive Summary * Red Bull can be called as a pioneer in the energy drink category worldwide. In India too, Red Bull was the brand that created the energy drink category. * The brand came into existence in 1984. * Read MoreRed Bull1644 Words   |  7 PagesWhat is their field of operation? Red Bull operate within the energy drinks sector of the soft drinks market. The product is an example of a functional drink. Functional foods respond to consumer interest in well-being and performance. The major multinational soft drinks companies are investing in the area of functional drinks, developing their own brands and buying up existing ones. This is seen as being important, given that their traditional soft drinks markets are at the maturity stage in