Case Study Red Bull - Further Market Expansion

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________________________________________ Global Marketing Case Study - “Red Bull: The global market leader in energy drinks is considering further market expansion.” ________________________________________

Ann Bendroth Date: 29.05.2009

Global Marketing – Case Study – Red Bull ____________________________________________________________

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Table of Content
1.0 Purpose of the case study .................................................................................... 3 1.1 Company introduction........................................................................................... 3 2.0 Red Bull´s marketing strategy............................................................................... 3 2.1 Target market ....................................................................................................... 3 2.1.1 Definition of Red Bulls´s early adopters............................................................. 3 2.2 Positioning ............................................................................................................ 4 2.3 Marketing concept applied to the first launches.................................................... 4 2.4 Market strategies .................................................................................................. 5 2.5 Marketing mix and 4 P´s ....................................................................................... 5 2.5.1 Product........................................................................................................... 5 2.5.1.1 Extended product line – Red Bull Simply Cola ............................................ 6 2.5.2 Price............................................................................................................... 6 2.5.3 Distribution ..................................................................................................... 7 2.5.4 Promotion – Advertising ................................................................................. 7 2.6 Competition and market shares............................................................................ 8 3.0 International Market Selection Process- IMS........................................................ 8 3.1 A Market screening Model .................................................................................... 9 3.1.1 Steps 1 and 2: Defining criteria ...................................................................... 9 3.1.1.1 General characteristics ............................................................................. 10 3.1.1.2 Specific characteristics.............................................................................. 11 3.1.2 Step 3: Screening of markets/countries ....................................................... 11 3.1.2.1 Preliminary screening................................................................................ 11 3.1.2.2 Fine-grained screening ............................................................................. 12 3.1.3 Step 4 Develop subsegments in each qualified country and across countries 13 3.2 Market expansion strategies............................................................................... 13 4.0 Case summary and conclusions......................................................................... 14 4.1 First question – Characteristica of the overall Red Bull´s global marketing strategy. Global, glocal or local?............................................................................... 14 4.2 Second question - The most relevant segmentation criteria to be used in the international marketing selections process ............................................................... 14 4.3 Third question - Proposed changes in Red Bull´s future global marketing mix, in order to meet it´s future challenges .......................................................................... 15

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Global Marketing – Case Study – Red Bull...
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