TY  - BOOK
PY  - 2022
CY  - München, Germany
PB  - GRIN Verlag
SN  - 9783346793973
TI  - Strategic Analysis and Recommendations for Red Bull
UR  - https://www.hausarbeiten.de/document/1306654
N2  - Red Bull GmbH is one of the largest companies globally in terms of innovation. It is this competitive edge in innovation that enabled the company to transition its product from an unstable drink to a leading energy drink globally.   The Austrian company was founded in 1987 and has so far grown to occupy the largest share of the energy drink market, selling 7.5 billion cans in the year ending 2019. Red Bull’s main strength is in its marketing campaigns. Instead of following a traditional approach to mass marketing, Red Bull generates brand awareness through the creation of a brand myth by engaging customers in multiple activities and experiences, including extreme sports events.   Red Bull also owns sports teams such as Formula One team, football clubs such as Red Bull Salzburg and so on. Other marketing activities include music engagement through Red Bull Records, as well as celebrity endorsements. Apart from its sports-centred marketing being innovative, the cost of this approach is lower than the conventional methods used by other beverage companies such as Coca-Cola.   Despite its marketing success, the company faces the problem of lacking a patent for the company’s product formula. As such, many companies used Red Bull’s secret ingredients to develop competing products. Furthermore, Red Bull has received negative press regarding the potential health risks associated with some of its products.
KW  - PESTEL analysis, Opportunities and threats, Porter’s Five Forces, Bowman’s strategic positioning, Ansoff matrix (strategic planning), BCG Matrix, SAF model
LA  - English
ER  -