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Company analysis: The case of Red Bull

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case study
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  1. The history of Red Bull
  2. Sources of innovation
  3. Individual and organizational skills of the company
  4. External factors and conclusion about the company

Nowadays, who doesn't know Red Bull? This firm is famous thanks to the unique taste of its drinks, its blue and silver cans and also the ingredients chosen for the drinks. This energy drink is composed of taurine which has bile of bulls; the current issue is that everybody doesn't really know the long-term effects of Red Bull. But this prohibition is one of the strategic elements of the firm.

This strange drink was found during a trip to Thailand. A lot of people like taxi men and lorry drivers consumed the Krating Daeng (a Thai energy drink) to stay up all night. Dietrich Mateschitz, the creator of Red Bull, decided to bring-back the concept of the Thai Chaleo Yoovidhya to Austria. So, in 1987, there was the first marketing of Red Bull with the famous slogan "Red Bull gives you wings". In 1997, the firm became an international firm. We can see the brand in almost all of Europe, in America, in Australia and the most important target market is Asia. Furthermore, certain countries have banned the marketing of Red Bull's products such as France and Switzerland. Research has proved that the consumption of this drink is harmful for health. Also the firm advises pregnant women, kids and people who are ill, against drinking cans of Red Bull. The image of the brand had been shaken after the death of a man who had consumed a huge quantity of the drink. As well, in 2008, after many legal proceedings, Red Bull succeeded in obtaining marketing rights in France. Initially, the firm sold a specific drink with less caffeine and without taurine, but four months later, the normal Red Bull energy drink was on sale in French shops. Nowadays, the firm distributes its products in a large number of shops like malls, grocery shops, alcohol shops, etc. In 2001, Red Bull made a turnover of 3.268 billion Euros and it rises each year. Moreover, there are over 6900 employees who work for Red Bull around the world. The power of the firm is spreading over the entire world with a huge number of marketing strategies implemented by the firm.

[...] As we know, Red Bull had been banned in France for a long time, but some Red Bull products were being sold without the permission of the government in Shopi for example, there was a sort of black market for the forbidden energy drink. The goal of this entire buzz was to create a temptation to try it. Just with blogs and chat rooms, Red Bull has created a strong image of the firm. As we have seen previously, Red Bull gives the image of extreme sports which has an important place for the brand because it represents the strength and the power. [...]


[...] The brand has, of course, followed a strategic plan to be famous more quickly but it has succeeded to draw a distinction between Red Bull and other drinks. The strategy was of creating a different packaging for its product: firstly, the size of the can. The brand spreads the message that it is not the size that is most important but the efficiency. Secondly, the packaging: the blue and silver can of Red Bull has become really famous. Relating to the persuasion of the brand, Red Bull does not use traditional marketing. [...]

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