Premium Essay

Marketing Red Bull Case

In: Business and Management

Submitted By dnbn1986
Words 9390
Pages 38
Statement Problem
Red Bull GmbH faces many challenges in the functional drink market. RUFTS Marketing Consultancy will take a closer look at these challenges with a particular focus on the SWOT and PESTLE analysis as it pertains to the current market challenges as described in the Bahria University case study.

Objective
The objective is to provide a clear strategic recommendation to the Red Bull executive committee on the best course of action for the company based on the current market challenges with strong consideration of theories as outlines and described by marketing scholars and academics.

Contents:
CAGR (Compound Annual Growth Rate) - The year-over-year growth rate of an investment over a specified period of time.
Competitive Advantage - a condition or circumstance that puts a company in a favorable or superior business position
Corporate Planning Tool - A variety of analytical tools and techniques are used in strategic planning
Coup A quick, brilliant, and highly successful act; a triumph.
Crux A critical point of discussion or situation.
Dire Worst possible case scenario.
Disposable Income Group - The amount of money that households have available for spending and saving after income taxes have been accounted for. Disposable personal income is often monitored as one of the many key economic indicators used to gauge the overall state of the economy
Domestic market A domestic market, also referred to as an internal market or domestic trading, is the supply and demand of goods, services, and securities within a single country.
Economy of Scale - economies of scale are the cost advantages that enterprises obtain due to size, output, or scale of operation.
Homogeneous People or any entities that share common or similar charactersitics.
Impending Something about to happen.
Inter-organizational An…...

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Free Essay

Red Bull

...
 Marketing
Plan
Outline:
Red
Bull
 Marketing
Background
 Company
and
Product
Review
 
 In
1982,
Dietrich
Mateschitz,
creator
of
Red
Bull
alongside
Chalerm
Yoovidhya,
saw
 1
 where
Japan
and
Thailand
were
heading
in
the
energy
drink
market
and
decided
they
 wanted
a
piece
of
the
pie.
By
1987,
Austria
proved
to
be
a
difficult
market
for
Red
Bull
to
 survive
in
and
soon
Mateschitz
expanded
into
Hungry
and
the
rest
of
Germany.
After
 expanding
across
Europe
with
a
lot
of
trial
and
error
Red
Bull
was
$12
million
in
the
hole.
 Rather
than
scrapping
Red
Bull
as
a
loss,
Mateschitz
fired
all
his
staff
and
hired
a
marketing
 firm
to
help
him
target
nightclubs
and
students.
Buzz
marketing
became
the
main
focus
of
 Red
Bull’s
marketing
plan,
and
soon
students
were
pounding
campus
pavement
and
driving
 around
in
Mini
Coopers
with
a
big
Red
Bull
can
strapped
on
top
with
free
samples.
His
buzz
 marketing
proved
to
be
not
only
cost
effective,
but
the
very
thing
that
gave
Red
Bull
its
 appeal.
Although
Red
Bull
was
not
welcomed
with
open
arms
in
all
countries,
such
as
 France,
Denmark
and
Norway,
it
was
growing
and
expanding.

 
 Mateschitz
soon
realized
that
an
extreme
sporting
event
was
a
profitable
avenue
to
 take
Red
Bull
down.
Red
Bull
started
supporting
approximately
500
extreme
sports
 athletes
and
hosting
exclusive
parties
for
these
rock
star
competitors.
By
1997,
Red
Bull’s
 buzz
marketing
strategy
proved
successful
in
the
U.S.
as
well.
Events
are
now
hosed
......

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