Red Bull Company Analysis

Topics: Red Bull, Energy drink, Caffeine Pages: 4 (1051 words) Published: April 26, 2013
Organizational Analysis

Red Bull is an energy drink sold by Austrian company "Red Bull GmbH, created in 1987. Red Bull is the most popular energy drink in the world, with 4.5 billion cans sold each year. Austrian entrepreneur Dietrich Mateschitz founded  "Red Bull GmbH" in a partnership with Chaleo Yoovidhya. After the product was introduced the consumption doubled year by year in Austria, so the company decided to introduce Red Bull in first foreign markets. Those markets included Singapore 1989, Hungary 1992, Germany 1994, and followed by the UK in 1995. Red Bull is sold in a tall, slim blue/silver can and the company slogan is "Red Bull gives you wings". The product is marketed through advertising, and sponsored music and sports events. The mission statement of the company is, “We are dedicated to uphold 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 organization as an employer of choice". I feel that Red Bull Gmbh mission statement has evolved overtime by the company making sure they create a high quality product and ensuring that it guarantees that high quality and safety for its consumers. The company exclusively producing the product in Austria, ensures the highest quality because, by having the product manufactured in one location all the time they can guarantee quality ingredient and consistency in the recipe and product .

Since 1987 around 30 billion cans of Red Bull have been consumed. The responsibility for the success is  shared by the company's 8,000 plus employees around the word. A total of 4.6 billion cans were sold worldwide in 2011, representing an increase of 11.4% compared to 2010. A total of 5.226 billion cans of Red Bull were sold worldwide in 2012, representing an increase of 12.8%...
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