Red bull
Marketing Case Study Assignment 1
2012
Contents
1.0 Introduction 2
2.0 SWOT Analysis of Red Bull 2
3.0 Analysis of Red Bull’s Market Structure and Control Systems 3
3.1 Market Structure 3
3.1.1 The number of players in the Energy Drink Market 3
3.1.2 The Degree of Product Differentiation in the Market 3
3.1.3 The Ease of Entry and Exit Into And Out Of the Energy Drink Market 3
3.2 Marketing Control System 4
3.2.1 Intensive Research Work 4
3.2.2 Internal Statistics 4
3.2.3 Marketing and Pricing Strategies 4
4.0 Solutions and Recommendations 4 1.0 Introduction
Red Bull is a functional beverage founded by Austrian entrepreneur, Dietrich Mateschitz, in 1984. Containing ingredients such as taurine and caffeine, Red Bull beverages are specially developed for those who wish to be physically and mentally active. The various product variants under Red Bull aim to enhance performance, concentration and stimulate metabolism which improves the overall well-being of consumers. Red Bull is currently present in over 162 countries, and holds 65% of the worldwide energy drink market. With a witty slogan "Red Bull gives you wings", the product is marketed through advertising, extreme sports tournament sponsorships, sports team ownerships, athlete endorsements, online games and a record label, Red Bull Records. However, in the fast progressing beverage industry cluttered with many substitutes and large competitors, Red Bull might face issues concerning its lack of product variability as well as arising health concerns with regards to its high caffeine content. In order to tackle these issues, we will first conduct a SWOT analysis to determine the internal and external environment which Red Bull is operating in. Secondly, we will conduct an in-depth analysis on Red Bull’s market structure and control systems to determine if these systems are effective complementing strategy implementation. Lastly, we will provide relevant recommendations to address the issues
2012
Contents
1.0 Introduction 2
2.0 SWOT Analysis of Red Bull 2
3.0 Analysis of Red Bull’s Market Structure and Control Systems 3
3.1 Market Structure 3
3.1.1 The number of players in the Energy Drink Market 3
3.1.2 The Degree of Product Differentiation in the Market 3
3.1.3 The Ease of Entry and Exit Into And Out Of the Energy Drink Market 3
3.2 Marketing Control System 4
3.2.1 Intensive Research Work 4
3.2.2 Internal Statistics 4
3.2.3 Marketing and Pricing Strategies 4
4.0 Solutions and Recommendations 4 1.0 Introduction
Red Bull is a functional beverage founded by Austrian entrepreneur, Dietrich Mateschitz, in 1984. Containing ingredients such as taurine and caffeine, Red Bull beverages are specially developed for those who wish to be physically and mentally active. The various product variants under Red Bull aim to enhance performance, concentration and stimulate metabolism which improves the overall well-being of consumers. Red Bull is currently present in over 162 countries, and holds 65% of the worldwide energy drink market. With a witty slogan "Red Bull gives you wings", the product is marketed through advertising, extreme sports tournament sponsorships, sports team ownerships, athlete endorsements, online games and a record label, Red Bull Records. However, in the fast progressing beverage industry cluttered with many substitutes and large competitors, Red Bull might face issues concerning its lack of product variability as well as arising health concerns with regards to its high caffeine content. In order to tackle these issues, we will first conduct a SWOT analysis to determine the internal and external environment which Red Bull is operating in. Secondly, we will conduct an in-depth analysis on Red Bull’s market structure and control systems to determine if these systems are effective complementing strategy implementation. Lastly, we will provide relevant recommendations to address the issues
References: http://www.redbull.com/cs/Satellite/en_INT/Red-Bull-Energy-Drink/001242937921959 Drawert. http://www.drawert.com/red_bull_1.php