MARKETING AUDIT FOR RED BULL

Red Bull Marketing Audit

MARKETING AUDIT:
THE CASE FOR RED BULL

TABLE OF CONTENTS
Title Page

PART I. MARKETING ENVIRONMENT AUDIT
Macroenvironment
A. Demographic ……………………………………………………. 2-3
B. Economic ………………………………………………………… 3-4
C. Environmental …………………………………………………… 4-5
D. Technological ……………………………………………………. 5-6
E. Political …………………………………………………………… 6-7
F. Cultural …………………………………………………………… 7-8
Task Environment
A. Markets …………………………………………………………… 8-10
B. Customers ……………………………………………………….. 10-12
C. Competitors ……………………………………………………… 12-13
D. Distribution and Dealers ……………………………………….. 14
E. Suppliers …………………………………………………………. 15
F. Facilitators and Marketing Firms ……………………………… 15-16
G. Publics ……………………………………………………………. 16
PART II. MARKETING STRATEGY AUDIT
A. Business Mission ……………………………………………….. 16-17
B. Marketing Objectives and Goals ………………………………. 17-18
C. Strategy ………………………………………………………….. 18
PART III. MARKETING ORGANIZATION AUDIT
A. Formal Structure ………………………………………………… 18-19
B. Functional Efficiency …………………………………………… 19-20
C. Interface Efficiency …………………………………………….. 20
PART IV. MARKETING SYSTEMS AUDIT
A. Marketing Information System ……………………………….. 21
B. Marketing Planning Systems …………………………………. 22-23
C. Marketing Control System ……………………………………. 23-24
D. New-Product Development System …………………………. 24
PART V. MARKETING PRODUCTIVITY AUDIT
A. Profitability Analysis ………………………………………….... 25-26
B. Cost-Effectiveness Analysis ………………………………….. 26-27
PART VI. MARKETING FUNCTION AUDIT
A. Products …………………………………………………………. 27-28
B. Price ……………………………………………………………… 28-29
C. Distribution ……………………………………………………… 29-30
D. Advertising, Sales, Promotion, Publicity & Direct Marketing. 30-31
E. Sales Force ……………………………………………………… 31-32
REFERENCES ………………………………………………………….. 33-37
RED BULL GmbH MARKETING AUDIT REPORT
PART I. MARKETING ENVIRONMENT AUDIT
Macroenvironment
A. Demographic
The energy drink industry where Red Bull is a major player, like other beverage industries, is

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