The aim of this assignment is to select an organisation and discuss how the macro environment has influenced its marketing decision making, for the at least 12 months, and how it is likely to influence its future decision making in the first part. In the second part this study will also need to use the same organisation and discuss how the marketing mix is used by the strategic to gain competitive advantage in its chosen sector against their major competitors. The main purpose of the Macro Environment Analysis is to identify potential threats and opportunities to chosen industry for organisations as an entire that are external the control of the chosen industry. Therefore it is usually comprises all factors that influence an organisation and its marketing decision making. Main unmanageable and external factors that influence an organisation's decision making, and affect its strategies and performance. These factors comprise the political, technological changes, economic, and social conditions, legal and demographic trend and natural forces. (WEB 1) This assignment critically evaluates some fundamental concepts which are start to the company introduction and then analyses strategic marketing plan for Red Bull and find out PEST analyses of the company. These include political, social, economical and technological factors. These researches also consider and discuss how the marketing mix is used by the strategic to gain competitive advantage in its chosen sector. We will find out to answer the questions “How the macro environment has influenced its marketing decision making?” and “How it is likely to influence its future decision making?” after the completing a macro environment analyses of the organisation. PART A
Red Bull is one of the biggest soft drink successes over the past the years. The slim blue silver can has developed a following among those who claim that it helps them with virtually everything to work better and play better. Yet Red Bull has a 70 to 90 percent market share in over 100 countries universal. During the past 15 years, the drink has been copied by more than 100 rivals, but such companies as Anheuser-Busch and Coca-Cola have been unable to take market share away from Red Bull. [Selling Power (September, 2004)] In 1982, Dietrich Mateschitz, the founder of Red Bull became aware of products called “tonic drinks” which enjoyed extensive popularity in Asia. Energy drinks containing taurine, glucuronolactone, caffeine and important vitamins and carbohydrates are claimed to help with physical endurance, improved reaction, speed and concentration and a feeling of well being. In the present days more than a billion cans of Red Bull are consumed each year around the world. Red Bull was launched in the UK in the mid-1990s of Austrian parentage. According to a Zenith International 2001 survey that, in 2001, it was the UK's third biggest soft drink by value, behind Coca-Cola and Pepsi Cola. In the energy and sport drink sector, estimated to be worth £750mn, it had an 86 per cent brand share by 2000, more than double the combined sales of Lucozade's energy and sports brands. The advertising slogan of the Red Bull is “The Drink That Gives You Wings” and focuses on the stimulant properties of the drink. This is Red Bull's international slogan for its energy drink. Red Bull is a popular drink amongst men in particular, with its largest consumers consisting of athletes, students, and night-clubbers in need of a late night lift. However, the brand is marketed to ‘opinion leaders and hard-working people with active lifestyles', as the company's website claims. 1.2 Strategic Marketing Plan
1.2.1 PEST Analysis of Red Bull
The PEST analysis is one of the useful techniques used in the analysis of the Macro environment. The PEST analysis comprises economic, political, technological and social factors. 126.96.36.199.Political factors that, if Government imposes health and safety...