In this assignment named „Market Analysis of Red Bull based on the countries Germany, Switzerland and Austria” the goal is to analyse the market of Red Bull with its competitors, customers and market position.
Red Bull is a company and brand founded in 1987 with its slogan “Red Bull gives you wiiings”. The company launched by Dietrich Mateschitz sold more than 35 billion cans until now and is available in more than 165 countries. The brand is well known because of the large amount of athletes in sports and extreme sports sector they are supporting.
They are having their own sport events and additionally teams in such different sectors like e.g. football, formula 1 or flying. The biggest event they were supporting in the last years was the jump up from stratosphere of Felix Baumgartner.
Red Bull had also had some problems in the past not only with new out coming competitors.
But in some countries are legal requirements to enter the market and health concerns are producing negative publicity because they were warning customers that the drink can harm healthiness. Other points which are influencing the market position are that the price is very high and the competitive prices compared are much cheaper. Positive points to mention are that Red Bull helps it’s customers to overlap working much hours and to support them doing diet or sports more effective. Another important point is that the company is always using newest technology. The disadvantage is that there are many competitors with cheaper prices and Red Bull itself has a small product portfolio (only six different drinks).
All in all it can be said, that they are the market leader with a big growth in other countries and are seen as unique by the consumers. They have an attractive image and they are offering not only a drink but an experience. This is what creates their unique selling proposition in a way with a clear brand personality combined with an emotional binding and a high public interest. Their positioning in the market is very high levelled what is caused by the “old” but also “modern” slogan, that’s a high premium drink and not linked to a specific activity.
But to bear in mind is that it would become more difficult to hold the market leadership and justify premium pricing as well as their production methods.
Table of Contents
- Executive summary
- Table of Contents
- Introduction
- 1 Theoretical approach market analysis and definition
- 1.1 Marketing definition
- 1.2 Marketing objectives and strategy
- 1.3 Market Analysis with limitations and benefits
- 1.4 PEST Analysis
- 1.5 SWOT Analysis
- 1.6 Competition
- 1.6.1 Opportunities
- 1.6.2 Behaviour
- 1.7 Positioning
- 1.8 Unique selling proposition
- 1.9 Customer Care concepts
- 2 Market Analysis of Red Bull
- 2.1 Introduction of the company
- 2.2 Marketing objectives and strategy
- 2.3 SWOT-PEST Analysis
- 2.3.1 Political
- 2.3.2 Economic
- 2.3.3 Social
- 2.3.4 Technology
- 2.3.5 Strength
- 2.3.6 Weaknesses
- 2.4 Needs for the product
- 2.5 Competition
- 2.6 Positioning
- 2.7 Unique Selling Proposition
- 2.8 Target Group
- 3. Conclusion
Objectives and Key Themes
The objective of this assignment is to conduct a market analysis of Red Bull in Germany, Switzerland, and Austria, defining its market position, identifying competitors and customers, and analyzing their behavior. The analysis will utilize SWOT and PEST analyses to understand the factors influencing Red Bull's sales and profitability.
- Market analysis of Red Bull across Germany, Switzerland, and Austria.
- Identification and analysis of Red Bull's competitors and customers.
- Evaluation of Red Bull's market positioning and unique selling proposition (USP).
- Assessment of the influence of political, economic, social, and technological factors (PEST) on Red Bull's market.
- Strengths and weaknesses of Red Bull's marketing strategies and overall market position.
Chapter Summaries
1 Theoretical approach market analysis and definition: This chapter lays the groundwork for the market analysis by defining key marketing concepts, outlining the objectives and strategies involved in market analysis, and explaining the process and value of conducting such an analysis. It introduces the limitations and benefits of market analysis and provides an overview of PEST and SWOT analyses, essential tools for understanding the market environment and the strengths and weaknesses of a business. The chapter sets the stage for the subsequent empirical analysis of Red Bull's market position.
2 Market Analysis of Red Bull: This chapter delves into a detailed market analysis of Red Bull, focusing on its company introduction, marketing objectives and strategies, and a comprehensive SWOT-PEST analysis. It investigates the needs the product fulfills, examines the competitive landscape, and defines Red Bull's positioning and unique selling proposition (USP). The analysis also profiles the target groups of Red Bull in the specified markets. This chapter provides a detailed investigation of Red Bull’s market performance, strengths, weaknesses, opportunities, and threats within a broader socio-political and economic context.
Keywords
Red Bull, market analysis, SWOT analysis, PEST analysis, market positioning, unique selling proposition (USP), competition, target group, Germany, Switzerland, Austria, energy drink, brand image, premium pricing.
Frequently Asked Questions: Market Analysis of Red Bull in Germany, Switzerland, and Austria
What is the overall objective of this market analysis?
The main goal is to perform a comprehensive market analysis of Red Bull within Germany, Switzerland, and Austria. This involves defining its market position, identifying key competitors and customers, and analyzing their behavior. The analysis utilizes SWOT and PEST analyses to understand factors influencing Red Bull's sales and profitability.
What are the key themes explored in this analysis?
The analysis explores Red Bull's market position, its competitive landscape, customer behavior, the influence of political, economic, social, and technological factors (PEST), and the strengths and weaknesses of Red Bull's marketing strategies. It also examines Red Bull's unique selling proposition (USP) and target groups.
What theoretical framework is used in the analysis?
The analysis uses a framework based on established marketing concepts. It defines marketing objectives and strategies, employs market analysis techniques, and leverages PEST and SWOT analyses to assess the market environment and Red Bull's competitive standing. The theoretical foundation provides a structured approach to evaluating Red Bull's market performance.
What specific aspects of Red Bull are analyzed?
The analysis covers Red Bull's company introduction, marketing objectives and strategies, a comprehensive SWOT-PEST analysis, the needs the product fulfills, its competitive landscape, market positioning, unique selling proposition (USP), and its target groups across Germany, Switzerland, and Austria.
What analytical tools are used in the analysis?
The key analytical tools employed are SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) and PEST analysis (Political, Economic, Social, Technological). These frameworks help to systematically assess internal and external factors impacting Red Bull's market performance.
What are the key findings or conclusions expected from this analysis?
The analysis aims to provide a detailed understanding of Red Bull's market position, competitive advantages and disadvantages, and the factors driving its success or posing challenges. It will offer insights into its target market, marketing strategies, and overall market performance in the specified geographic regions.
What are the key chapters included in the report?
The report includes chapters on the theoretical approach to market analysis, a detailed market analysis of Red Bull, and a concluding chapter summarizing the key findings. Each chapter focuses on specific aspects of the market analysis, building a comprehensive understanding of Red Bull's market position.
What are the key words associated with this analysis?
Key words include Red Bull, market analysis, SWOT analysis, PEST analysis, market positioning, unique selling proposition (USP), competition, target group, Germany, Switzerland, Austria, energy drink, brand image, and premium pricing.
- Quote paper
- Julia Teigeler (Author), Ann-Katrin Hahne (Author), 2014, Market Analysis of Red Bull based on the countries Germany, Switzerland and Austria, Munich, GRIN Verlag, https://www.grin.com/document/271840
