Redbull Marketing Case Analysis

Published: 2021-06-29 06:33:27
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CASE ANALYSIS No. 4: RED BULL12 January 2018By:         Liezel SaleraRoberto Marco SamsonJoyce QuiachonFeatured Company:      Red Bull CompanyINTRODUCTIONVISION AND MISSION STATEMENTThe company’s vision statement focuses on 5 aspects of their company values: People, Portfolio, Partner, Profit and Productivity. It was further elaborated as: “People: Be a great place to work where people are inspired to be the best they can be. Portfolio: Bring to the world a portfolio of quality beverage that anticipate and satisfy people’s desires and needs.Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value. Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities.Productivity: Be a highly effective, lean and fast-moving organization. “1The mission statement of the company is as follows:“To be the premier marketer and supplier of Redbull in Asia, Europe and other parts of the globe.” 1They will achieve this mission by building long-term relationships with the people who can make it become a reality.”1CURRENT STRATEGY The strategy of Red Bull is to focus on specific target market. They identify the target market and focus their strategy and resources in introducing their product to the said market share. The 2 specific target markets include students in colleges and urban professionals. For college student, the “Red Bull girls” hands out free drinks to college students and the strategy is effective specially for those who are cramming for exams. Red Bull helps the students stay focused all night. This strategy was widely successful resulting to rapid increase in sales. 2Red Bull also targets professionals by connecting through sports and entertainment. The company owns various pro sports teams such as Red Bull Racing, Scuderia Toro Rosso, New York Red Bulls, FC Red Bull Salzburg, RB Leipzig, Red Bull Brasil ,EHC Munchen, EC Red Bull Salzburg and Red Bull Ghana. 21 2 HISTORY OF THE COMPANY 31976: Chaleo Yoovidhya introduced a drink called Krating Daeng in Thailand, which means “red gaur” in English1982: Dietrich Mateschitz travelled to Thailand and met Chaleo, owner of T.C. Pharmaceutical. 1984: Mateschitz co-founded Red Bull GmbH with Yoovidhya and turned it into an international brand. 1992: the product expands to international markets: starting with Hungary and Slovenia 2016: It became the highest market share of any energy drink in the world with 6.06B cans sold3 PROFILEFinancial Analysis Red Bull seems to refused to publish their financial statements in public. However, based on write ups, and articles, its clear that they are increasing their profits and earnings for the past few years. In 2011, Red Bull sold 4.631B cans worldwide. It represents an increase of 11.4% against 2010. Company turnover increased by 12.4$ from 3.785B Euros to 4.253B Euro.  The main reason for such progressive figures include exceptional sales, especially in key markets such as the USA, Germany, Turkey, Japan, France and Scandinavia combined with cost management and ongoing brand investment. The effective marketing plan plays a vital role in achieving and increasing their financial standing in the past few years. 4

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