Red Bull

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CONTENTS
MISSION STATEMENT EVALUATION5
VISION STATEMENT EVALUATION (based on “building your company’s vision, published in Harvard Business Review)5
1. MACRO-ENVIRONMENTAL ANALYSIS AND INDUSTRY ATTRACTIVENESS8
Porter’s Five Forces8
1.Threat of new Entrants:8
2.Bargaining power of suppliers10
3.Bargaining Power of Buyers11
4.Threat of Substitutes:12
5.Determinants of Rivalry among Existing Firms:14
Overall Industry Rating:15
SUMMARY OF PORTER’S 5 FORCES ANALYSIS:16
PEST ANALYSIS:17
1.Political Aspects17
2.Economical Aspects17
3.Social Aspects17
4.Technological Aspects18
EXTERNAL FACTOR EVALUATION (EFE)19
EXPLANATION19
2. COMPANY AND COMPETITOR ANALYSIS:-21
CPM (competitive profile matrix)21
EXPLANATION:21
3. MICRO-ENVIRONMENTAL ANALYSIS AND INTERNAL COMPANY RESOURCES:22
1.MANAGEMENT OF VALUE CHAIN22
Support Activities:22
Primary Activities:23
CORE COMPETENCIES24
STRATEGIC COST MANAGEMENT PROCESS:25
FINANCIAL TREND26
INTERNAL FACTOR EVALUATION (IFE)27
EXPLANATION:27
STRATEGIC ANALYSIS AND RECOMMENDATIONS:29
4. STRATEGIC ANALYSIS AND RECOMMENDATIONS:30
GENERIC STRATEGIES30
Reasoning30
Strategy31
Pros/cons31
Corporate Strategy31
Market Penetration31
Product Development32
Current Strategy32
SOURCE OF COMPETITIVE ADVANTAGE33
STRATEGY AND PROPOSED CHANGES34
MATCHING STAGE:35
1.TOWS MATRIX35
2.SPACE MATRIX36
3.GRAND STRATEGY MATRIX37
4.IE MATRIX38
5.BCG39
MATRIX ANALYSIS AND TOWS SUMMARY40
DECISION STAGE41
STRATEGIC IMPLEMENTATION43
5. STRATEGIC IMPLEMENTATION:44
STRUCTURE & CULTURE44
RESOURCES44
STRATEGY # 1: TAURINE FREE RED BULL44
STRATEGY # 2: DIVERSIFYING INTO SPORTS DRINKS MARKET45
SYNERGIES IN VALUE CHAIN46
PITFALLS IN STRATEGIC IMPLEMENTATION46
SCORE CARD48
DIAGNOSTIC SURVEY OF PRIMARY AND SECONDARY MANAGEMENT PRACTICES:49
BIBLIOGRAPHY:55

“MISSION AND VISION EVALUATION”

RED BULLL GIVES YOU WIIINGS...

 MISSION STATEMENT EVALUATION

"We are dedicated to upholding Red Bull standards, while maintaining the leadership position in the energy drinks category when delivering superior customer service in a highly efficient and profitable manner. We create a culture where employees share best practices dedicated to coaching and developing our organisation as an employer of choice." Mission statement is evaluated of following nine components: * customers

* products or services
* geographically where does the firm compete
* concern for growth and profitability
* Philosophy (basic beliefs, values, competence or major competitive advantage) * Self-concept
* Concern for public image
* Concern for employees

Red Bull’s mission statement does not talk about who their customers are. This may be reason why Red Bull targets athletes, students, professionals, clubbers, concert singers, etc. Whereas it talks about its product which is energy drink. They have not specified the geographical locations. Concern for growth and profitability is highlighted in their mission statement. Their philosophy is to maintain Red Bull standards. It is stated that company’s mission is to maintain the leadership position in energy market, but this part of the mission statement should be included in vision statement under BHAG goals. As far as self-concept is concerned, mission statement lacks proper description what are company’s major strengths and competitive advantage. Concern for public image is also not included in the statement. However, this statement has clearly stated about concern for employees. VISION STATEMENT EVALUATION (based on “building your company’s vision, published in Harvard Business Review)

“To spread our wings over the world"
Mission statement has to be evaluated of the following basis: 1. Core ideology (enduring character of an organization)

a. Core purpose...
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