Analysis of the portfolio of Red Bull based on the BCG matrix

Term Paper , 2014 , 19 Pages

Business economics - Miscellaneous

The objective of this work is it to introduce and apply one of the most renowned strategic instruments in the portfolio analysis for the company's management – the BCG Matrix. By applying the BCG Model to the Red Bull Company current strength and weaknesses of the portfolio will be uncovered and based on the analysis a decisions can be made about selection, prioritization and alignment of SBU´s to create a balance between risk and performance. Even Red Bull has already started to diversify into other businesses, rather than limiting itself to energy drinks the diversification strategy has not yet success so far, hence it can be expected an unbalanced and therefore risky portfolio.

Table of Contents

List of Abbreviations

List of Figures

List of Tables

1 Introduction
1.1 Problem definition
1.2 Objective and expectation
1.3 Structure and methods

2 The BCG Matrix
2.1 History
2.2 Objective and application
2.3 Strategic business units
2.4 Description of the BCG Matrix
2.5 Benefits and limitation

3 Case study: Red Bull Company
3.1 Procedure
3.2 Identification of the SBUs
3.3 Calculation of the dimensions
3.4 The BCG Matrix for the Red Bull Company
3.5 Analysis and derivation of strategies

4 Conclusion

References

• College: University of applied sciences, Nürnberg
• Author: Martin Pruschkowski (Author)
• Publication Year: 2014
• Pages: 19
• Catalog Number: V432956
• ISBN (eBook): 9783668750920
• ISBN (Book): 9783668750937
• Language: English
• Tags: Strategic Corporate Management, BCG, Red Bull, strategische Geschäftseinheit, strategic business units