Company Analysis of Red Bull

Seminar Paper , 2010 , 14 Pages , Grade: B+

Business economics - Offline Marketing and Online Marketing

"Red Bull gives you wings!" Nearly nobody never heard this slogan in his life or saw it somewhere or at least tried a sip of Red Bull. The Austrian company polarizes: Its taste, its marketing or the supposed health harming ingredients in this drink.
Red Bull is the world’s leading manufacturer of energy drinks through its Red Bull brand. Its energy drink is exclusively produced in Austria and consumed in more than 100 countries worldwide - throughout Europe and many parts of North and South America, Africa and Australia. (Datamonitor, 2004)
The drink made the founder of the company Dietrich Mateschitz to the 2nd richest Austrian and the number 208 in the world. (Forbes, 2010)
This paper will have a look on a short history of the company of Red Bull and the core sources of innovation. Secondly it will try to identify and discuss the individual skillset of Red Bull.
Furthermore it will go on with the writers analysis of the company and end with the external factors which the company must react on in the future. This section will also address the writers recommendations to the management of the company.

Table of Contents

1. Introduction

2. The History of Red Bull

3. Red Bull´s core sources of innovation

4. Individual skill set of Red Bull

5. Company analysis of Red Bull
5.1. Strengths
5.1.1. Market leadership
5.1.2. Brand value
5.2. Weaknesses
5.2.1. 4 products
5.2.2. Making their own enemies
5.3. Opportunities I
5.3.1. Expansion
5.3.2. Innovation of new products
5.4. Threats
5.4.1. High marketing expenses
5.1.2. Additional accidents of sport stars

6. External Factors & Recommendations

7. Conclusion

List of References

• College: Griffith University
• Grade: B+
• Author: Bernd Bodner (Author)
• Publication Year: 2010
• Pages: 14
• Catalog Number: V170396
• ISBN (eBook): 9783640892723
• ISBN (Book): 9783640892648
• Language: English
• Tags: company, analysis, bull