This paper looks closer at international marketing with an emphasis on the cultural issues, which are often forgotten in real life. The company Red Bull was chosen as an area of study in order for us to be able to apply and test the theories in our course literature with the way things are done in reality. The choice of Red Bull was an obvious one because of its presence in the global marketplace as well as the group-members home countries. The course literature has been used as a point of reference when it comes to examining whether the company is standardizing or adapting and also regarding international marketing as a whole. Moreover, the paper will focus on the Czech Republic, France, Germany, and Sweden in correlation to the marketing Red Bull adopts in these countries.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- The company and its product
- The history of "Red Bull GmbH"
- The product "Red Bull Energy Drink"
- The energy drink and its ingredients
- The packaging
- The logo and its meaning
- Expansion of Red Bull's product range
- Red Bull's market situation
- The industry and rivalry among existing firms
- Potential Entrants
- Substitutes
- Buyers
- Suppliers
- Red Bull's marketing mix
- Red Bull's promotion policy
- Red Bull's price policy
- Red Bull's place policy (distribution policy)
- Red Bull's product policy
- Conclusion
- Standardization versus Culture: Adaptations and pitfalls made by Red Bull
- Standardisation of Red Bulls Marketing
- Reasons to Red Bull's success with standardization in all four markets
- General advantages of such a standardized policy
- Ignoring of cultural differences
- Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This case study examines international marketing with a focus on the often overlooked cultural issues. The company Red Bull was chosen as an example to apply and test the theories from the course literature to real-world practices. The choice of Red Bull is justified by its global presence and relevance to the student group's home countries. The study evaluates whether the company is standardizing or adapting its marketing approach and explores international marketing as a whole. The study focuses on the Czech Republic, France, Germany, and Sweden, examining how Red Bull adapts its marketing strategies in these countries.
- International marketing and its challenges
- The role of cultural differences in marketing
- Standardization versus adaptation in international marketing
- The case study of Red Bull's global marketing strategies
- Red Bull's marketing mix and its effectiveness
Zusammenfassung der Kapitel (Chapter Summaries)
The first chapter provides an introduction to the case study and outlines its objectives. It emphasizes the importance of considering cultural factors in international marketing. The study uses Red Bull as a case study to examine the company's global marketing strategies and compare them to the theories discussed in the course literature.
The second chapter delves into the history of Red Bull GmbH and the product "Red Bull Energy Drink." It discusses the origins of the company, the development of the product, and its ingredients. The chapter also explores Red Bull's expansion into the global marketplace, highlighting its rapid growth and market share.
The third chapter examines Red Bull's market situation, analyzing the industry, competition, potential entrants, substitutes, buyers, and suppliers. It explores the factors that have shaped Red Bull's competitive landscape and its position within the energy drink market.
The fourth chapter focuses on Red Bull's marketing mix, examining its promotion, pricing, place (distribution), and product policies. The chapter delves into the strategies used to reach its target audience, position the brand, and achieve market success.
The fifth chapter explores the concept of standardization versus cultural adaptation in Red Bull's marketing strategies. It analyzes the reasons behind Red Bull's success with standardization in different markets and discusses the advantages and disadvantages of this approach.
Schlüsselwörter (Keywords)
International marketing, cultural differences, standardization, adaptation, marketing mix, promotion, pricing, distribution, product policy, energy drinks, Red Bull GmbH, Red Bull Energy Drink, global market, case study.
- Quote paper
- Florian Riedel (Author), 2003, Investigation of the Marketing of the Red Bull Company in Consideration of Cultural Aspects, Munich, GRIN Verlag, https://www.grin.com/document/70257
