Red Bull Maketing Plan
Mina Chan Mei Na
1191375
FIVE-YEAR MARKETING PLAN
Red Bull
Table of Contents
1. Executive Summary
2. Company Descriptions
Red Bull is an energy drink found by Dietrich Mateschitz in Austria in 1984 and began to sell there in 1987 with special marketing strategy, which opened up a new product category in the world in the meantime. Red Bull now contains four types including the original Red Bull energy drink and the other one of sugar-free, the Red Bull energy shot and Red Bull Cola. With increasing demands of Red Bull, it soon expanded to more regions leading to more than 162 nowadays. In Hong Kong, Red Bull energy drink has been available since 1999.
Red Bull believes its unique marketing concept can conquer the world. This marketing plan outlines the Company marketing strategies as follows.(10)
3. Strategic Focus and Plan
Three aspects of corporate strategy that affect the marketing plan are: i) the mission, ii) goals, and iii) core competency of Red Bull.
Mission
The mission of Red Bull is to be a premier marketer that its products are distributed across the world (Europe, US and Asia). Hong Kong is the stepping-stone to China helping achieve the mission.
Goals (1) * To be the leading position in selling functional beverages in Hong Kong * To rebuild customer relationship
Core Competency and Sustainable Competitive Advantage
In terms of core competency, Red Bull has its well-known sports team and unique appealing wings team as promotion strategies which already gave an impressive image to the public and its slogan is also well-known. Furthermore, the scientific reports of functions about consuming Red Bull helps convince the public as well.
4. Situation Analysis
By applying a brief SWOT (strengths, weakness, opportunities, threats) analysis, the current environment will be depicted.
SWOT Analysis (2)
Figure 1 SWOT Analysis for Red Bull Internal Factors | Strengths | Weaknesses | | * No.1
1191375
FIVE-YEAR MARKETING PLAN
Red Bull
Table of Contents
1. Executive Summary
2. Company Descriptions
Red Bull is an energy drink found by Dietrich Mateschitz in Austria in 1984 and began to sell there in 1987 with special marketing strategy, which opened up a new product category in the world in the meantime. Red Bull now contains four types including the original Red Bull energy drink and the other one of sugar-free, the Red Bull energy shot and Red Bull Cola. With increasing demands of Red Bull, it soon expanded to more regions leading to more than 162 nowadays. In Hong Kong, Red Bull energy drink has been available since 1999.
Red Bull believes its unique marketing concept can conquer the world. This marketing plan outlines the Company marketing strategies as follows.(10)
3. Strategic Focus and Plan
Three aspects of corporate strategy that affect the marketing plan are: i) the mission, ii) goals, and iii) core competency of Red Bull.
Mission
The mission of Red Bull is to be a premier marketer that its products are distributed across the world (Europe, US and Asia). Hong Kong is the stepping-stone to China helping achieve the mission.
Goals (1) * To be the leading position in selling functional beverages in Hong Kong * To rebuild customer relationship
Core Competency and Sustainable Competitive Advantage
In terms of core competency, Red Bull has its well-known sports team and unique appealing wings team as promotion strategies which already gave an impressive image to the public and its slogan is also well-known. Furthermore, the scientific reports of functions about consuming Red Bull helps convince the public as well.
4. Situation Analysis
By applying a brief SWOT (strengths, weakness, opportunities, threats) analysis, the current environment will be depicted.
SWOT Analysis (2)
Figure 1 SWOT Analysis for Red Bull Internal Factors | Strengths | Weaknesses | | * No.1