Loading...

Messages

Proposals

Stuck in your homework and missing deadline? Get urgent help in $10/Page with 24 hours deadline

Get Urgent Writing Help In Your Essays, Assignments, Homeworks, Dissertation, Thesis Or Coursework & Achieve A+ Grades.

Privacy Guaranteed - 100% Plagiarism Free Writing - Free Turnitin Report - Professional And Experienced Writers - 24/7 Online Support

Red bull marketing plan pdf

22/10/2021 Client: muhammad11 Deadline: 2 Day

MARKETING PLAN: PRODUCT IDENTIFICATION AND SWOT ANALYSIS 1

Product Identification and Swot Analysis: Red bull GmbH

Stephanie Hicks

Ashford University

BUS330: Principles of Marketing

December 11, 2016

- 1 -

[no notes on this page]

Marketing Plan: Product Identification and Swot Analysis 2

Red Bull GmbH

Red Bull GmbH is an energy drink manufacturing company based in Fuschl am see,

Austria (Bodner, 2011). Red bull’s main product is the Red Bull energy drink. It is a

multinational with branches in over 169 countries in the world. Red Bull as an energy drink was

established in 1987 in Thailand by an Austrian entrepreneur Dietrich Mateschitz and a Thai

business person Chaleo Yoovidhya, (Pahl & Richter, 2007). Although red bull is currently the

market leader in sales of energy drinks, its sales can be significantly boosted by targeting a

different demographic.

Red Bull was founded in the mid-1980 from inspiration by other energy drinks in the Far

East and especially in Thailand. Red Bull energy drink was sold for the time in its home market

of Austria on April 1st 1987 and this has seen it grow to a multinational with millions of euros in

revenue annually. It is estimated that as at 2016, over 60 billion cans of the energy drink have

been sold worldwide (Bodner, 2011). Apart from energy drinks (which is red bulls primary

output), red bull also distributes other products including the drinks ‘simply cola’, the Cape

Diem range of herbal soft drinks and the Sabai wine spritzer line of winery (Rendle, 2011).

Red bull’s main competitor is Monster energy drink made by Monster Beverage

Corporation based in California, USA. According to time magazine, Red Bull enjoys about 43%

of the American soft drink market with its closest competitor Monster commanding about 39%

of the market share. The number 3, but the relatively distant competitor is ‘Rockstar’ which

- 2 -

[no notes on this page]

Marketing Plan: Product Identification and Swot Analysis 3

commands a 3% market lead. Coke owned NOS and Pepsi-owned Amp are also players in the

energy drink market although commanding a very small portion (Pahl & Richter, 2007).

Red Bull energy drink is an interesting choice of product to conduct a strength, weakness

and threats analysis on given its current market share. Red Bull commands a significantly huge

market space, but there is still much to be improved upon. The market segment it majors on is

small and can be significantly increased to target different areas of the demographics in exchange

to better profit margins.

Strengths

The main strength displayed by Red Bull is its stature in the current energy drink

market. Red Bull has stood for years as the number one energy drink across the major markets in

the world (Bohm, 2009). This is a unique force of influence. It was the first energy drink to bë

developed, and it has stood as a force to be reckoned with ever since. This partly means that the

red bull brand is synonymous with the energy drink industry. This makes marketing the energy

drink a relatively easier job as compared to other relatively unknown energy drinks (Pahl &

Richter, 2007).

Another Red Bull’s strength is its presence (Rendle, 2011). Red Bull is present in almost

all major countries and sectors across the world. Apart from the energy drink market, Red Bull is

a known major sponsor and stakeholder in the world’s major sporting events (Bodner, 2011). RB

Leipzig, a German football club purchased by Red Bull in 2009 is the current leader of the

German top flight football league the Bundesliga. This is a unique marketing platform for red

bull as its brand exposure through sports is huge. Apart from football, red bull also sponsors and

owns stakes in other sports such as racing, hockey and Motorsports (Rendle, 2011).

- 3 -

1

1. Apart from the energy

drink market, Red Bull is a

known major sponsor and

stakeholder in the world’s

major sporting events

Never underestimate the

marketing value in

sponsorship. There is

perhaps no better way to

build brand recognition.

[Cynthia Goussak]

Marketing Plan: Product Identification and Swot Analysis 4

Red bull’s current partnership with Coca-Cola was a bold move. By utilizing coca cola’s

major outlets and market shares in the world of soft drinks, Red Bull is looking into market

penetration frenzy (Bodner, 2011). Coca-Cola is basically in all the markets in the world except

from north Korea and Cuba which are both under a long time United States trade embargo. This

is a unique opportunity for the company to expand to new horizons and establish itself firmly at

the top of the energy drink market (Pahl & Richter, 2007).

Weaknesses

Potential health threats. The major weakness in the energy drink market and which has

weighed down Red Bull is the recent USA food and drugs administration scrutiny into the major

energy drinks (including Red bull). According to the FDA, Red Bull’s consumption has been

associated with increased cases of diabetics amongst teenagers as a result of its unusually high

levels of caffeine (Pahl & Richter, 2007). This has threatened red bulls market share and more so

because it targets the younger generation. The FDA made recommendations for the energy drink

to be banned in schools and universities, a move that will jeopardize red bulls stand in the market

(Rendle, 2011).

Change in customer taste. This has been another nightmare in red bull’s ranks. In the

past, red bull commanded comfortably the upper market in the energy drink industry, this has

been drastically changing in the near past (Bodner, 2011). The introduction of other high-end

products like Monster has significantly dwindled red bulls stand as the de facto energy drink

market leader.

Non-patented recipe. Unlike its marketing partner Coca-Cola, red bull’s recipe is not

patented and this paves the way for other market players to copy its manufacturing and produce

similar or close products which may put Red Bull’s market stand in grave danger (Rendle, 2011).

- 4 -

1

1. Non-patented recipe.

Interesting weakness

consideration, that many

would overlook. [Cynthia

Goussak]

Marketing Plan: Product Identification and Swot Analysis 5

Opportunities

Geographical expansion. With its new partnership with coca cola, red bull is looking to

new marketing horizons. Coca cola’s worldwide marketing share is smiling back at red bull’s

management, and this offers a unique marketing experiment. For the first time in history, Red

Bull could become an international distributor with subsidiaries (thanks to coca cola) in all the

markets in the world (Rendle, 2011). This holds a promising growth for red bull.

Enhancing Red Bull’s nutritional aspects. To successfully fight the FDA, the red bull

could revise the energy drink’s nutritional capacity (Pahl & Richter, 2007). This could go miles

in restoring public confidence and especially after the past reported deaths linked to red bull

consumption. The red bull could revamp the amount of caffeine content in their drinks and thus

lowering the health risks in the drinks. This could mean increased intake by the current

consumers since the health question is out of the equation.

Threats

Competitors (Shawn Milligan, August 12, 2015). Thee major threat in red bull’s

existence as a brand is competition. The rise of Monster as a significant market share holder have

proven a marketing nightmare to red bull. Red Bulls market share can be directly mapped to

monster’s growth, and this is worrisome to red bulls marketing team (Bodner, 2011).

Negative health implications. This is the major threat concerning red bull’s existence.

Although competitors like Monster have taken a bigger hit, red bull is under FDA scrutiny over

reports that consumption of their energy drinks has been linked to major health issues and some

instances as grave as death (Pahl & Richter, 2007). This is particularly worrisome as it may lead

to not only reduction in the market but total withdrawal of the product from the market.

- 5 -

[no notes on this page]

Marketing Plan: Product Identification and Swot Analysis 6

From what we have observed, it is pretty clear that Red Bull as energy drink more than

deserves marketing investment on its own. This is expected to significantly boost red bulls stand

as a market leader and increase its sales drastically. This should also aim at re assuring its current

consumers of its safety and nutritional value. Advertising red bull to the middle-aged

demographic as a ‘work booster’ and as a health sanctuary will go miles in selling red bull as a

niche.

- 6 -

1

1. Advertising red bull to

the middle-aged

demographic as a ‘work

booster’ and as a health

sanctuary will go miles in

selling red bull as a

niche.

Well considered strategy,

given your SWOT

observations. [Cynthia

Goussak]

Marketing Plan: Product Identification and Swot Analysis 7

References

Bodner, B. (2011). Company Analysis of Red Bull. Munich: GRIN Verlag.

Bohm, A. (2009).̈ The SWOT Analysis. Munchen: GRIN Verlag.̈

Pahl, N. & Richter, A. (2007). SWOT analysis: idea, methodology and a practical approach.

Munchen: GRIN Verlag.

Rendle, S. (2011). Red Bull racing F1 car: an insight into the technology, engineering,

maintenance and operation of Red Bull Racing. Sparkford: Haynes.

Shawn Milligan (2015, August 12). Ashford University. Retrieved December 10, 2016, from

https://www.ashford.edu/online-degrees/business/strategic-planning-and-the-swot-

analysis

- 7 -

1

1. References

Center [Cynthia Goussak]

Homework is Completed By:

Writer Writer Name Amount Client Comments & Rating
Instant Homework Helper

ONLINE

Instant Homework Helper

$36

She helped me in last minute in a very reasonable price. She is a lifesaver, I got A+ grade in my homework, I will surely hire her again for my next assignments, Thumbs Up!

Order & Get This Solution Within 3 Hours in $25/Page

Custom Original Solution And Get A+ Grades

  • 100% Plagiarism Free
  • Proper APA/MLA/Harvard Referencing
  • Delivery in 3 Hours After Placing Order
  • Free Turnitin Report
  • Unlimited Revisions
  • Privacy Guaranteed

Order & Get This Solution Within 6 Hours in $20/Page

Custom Original Solution And Get A+ Grades

  • 100% Plagiarism Free
  • Proper APA/MLA/Harvard Referencing
  • Delivery in 6 Hours After Placing Order
  • Free Turnitin Report
  • Unlimited Revisions
  • Privacy Guaranteed

Order & Get This Solution Within 12 Hours in $15/Page

Custom Original Solution And Get A+ Grades

  • 100% Plagiarism Free
  • Proper APA/MLA/Harvard Referencing
  • Delivery in 12 Hours After Placing Order
  • Free Turnitin Report
  • Unlimited Revisions
  • Privacy Guaranteed

6 writers have sent their proposals to do this homework:

Top Academic Guru
Academic Mentor
Engineering Help
Isabella K.
Solutions Store
Top Grade Tutor
Writer Writer Name Offer Chat
Top Academic Guru

ONLINE

Top Academic Guru

I am a PhD writer with 10 years of experience. I will be delivering high-quality, plagiarism-free work to you in the minimum amount of time. Waiting for your message.

$19 Chat With Writer
Academic Mentor

ONLINE

Academic Mentor

I am an experienced researcher here with master education. After reading your posting, I feel, you need an expert research writer to complete your project.Thank You

$21 Chat With Writer
Engineering Help

ONLINE

Engineering Help

Being a Ph.D. in the Business field, I have been doing academic writing for the past 7 years and have a good command over writing research papers, essay, dissertations and all kinds of academic writing and proofreading.

$48 Chat With Writer
Isabella K.

ONLINE

Isabella K.

This project is my strength and I can fulfill your requirements properly within your given deadline. I always give plagiarism-free work to my clients at very competitive prices.

$40 Chat With Writer
Solutions Store

ONLINE

Solutions Store

I am a PhD writer with 10 years of experience. I will be delivering high-quality, plagiarism-free work to you in the minimum amount of time. Waiting for your message.

$33 Chat With Writer
Top Grade Tutor

ONLINE

Top Grade Tutor

I have read your project details and I can provide you QUALITY WORK within your given timeline and budget.

$38 Chat With Writer

Let our expert academic writers to help you in achieving a+ grades in your homework, assignment, quiz or exam.

Similar Homework Questions

Need someone good in microeconomics class - Luke bryan drink a beer song meaning - Each energy level has a maximum number of - Case 1 monsanto attempts to balance stakeholder interests - Moshi monster sign in - Music as poetry assignment - Nursing Leadership and Management - Latest standish group chaos report - Sethna statistical mechanics solutions - Sales monitoring system related literature - Here are data on two companies. the t-bill rate is 4% and the market risk premium is 6%. - Case 13.1 tree trimming project - Pediatric Clinical Pearl Case Study Assignment - Cape physics unit 2 notes - Sentinel city education subsystem - Give me liberty eric foner fourth edition - Kagan rally coach worksheets - Nazif durmaz - Who fought in the battle of plataea - Shark tank season 9 episode 12 - Qut mopp review of grade - Workplace safety plan worksheet hrm 420 - Advantages of using a burette - A in diameter horizontal jet of water - Credit4all - Questions - Ammonia color of ph paper - Econ 214 problem set 1 - Warwick computer science modules - Biblical concepts in counseling colorado springs - Identify the process by which you can propose a policy change and how that proposal would navigate through leadership to get approved. - Principles of advocacy in nursing - Chcprp001 develop and maintain networks and collaborative partnerships - Auto mouse and keyboard macro - Greek orthodox community centre - Their eyes were watching god chapter 20 questions and answers - Advertising and public relations research jugenheimer pdf - 75 Word Question - Leadership - Cultural Diversity - Luisa muchas presiones este año - Equilibrium model of crisis intervention - Paper essay - K-Means Clustering Algorithm - When mr pirzada came to dine character analysis - Interview an Licensed Professional Counselor - How does the flame test work - Lead nitrate solution and zinc metal - Ayer yo (tener) que hacer unos mandados. - Personalization, Differentiation, and Individualization - Psychotherapy with individual - Presentation - Does table salt melt ice faster - Liquid malt extract coles - Sika 1 waterproofer instructions - Qualitative analysis of organic compounds pdf - Cordially invite you and your family - Diseases and peculiarities of the negro race - The humanistic tradition book 6 pdf free - Finance Corporate Exam - Jack worthing the importance of being earnest character analysis - Lab 5 weather and climate change - Pedagogy of the oppressed chapter 2 - Lanco corporation an accrual method corporation reported - Data-Based Changes - Nova lab mission 5 answers - Emotional readiness for parenting - Tituba the crucible quotes - University of birmingham regulations - Unit 7 business law assignment - Identifying data and reliability health assessment example - Project 4 - Evaluate the conduct of peter lewiston - Specification for highway works - Millivolt drop test formula - A production cost report - Dedication and acknowledgements in dissertation - Cell structure and function experiment - Oompa loompa purple hair - Refer to figure 2.3 and look at the treasury bond maturing in february 2036. - Bank Enterprise Information Security Policy (EISP) - NURS 505 APPLIED STATS HEALTH SCIENCE - Question - Principles of guided missile design october sky - Liberty by julia alvarez theme - Write a research paper about the Stratosphere layer on 6 pages with double space. - Nursing - Thought Paper - Givelife2 - Surface integral spherical coordinates - Stainless steel torque chart metric - 1 pararagh response to 2 Colleagues post. Wk5D2 - Week 7: summary of healthcare concern presentation - Ancient greece travel brochure template - Decision Dilemma - What colour is spock's blood - Cybersecurity Planning and Management Creating Company E-mail/WIFI/Internet Use Policies - Instconffailed cannot delete the profile - #14 - 500 wrd essay