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Analysis of Red Bull

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Analysis of Red Bull
ANALYSIS OF
RED BULL
Global Business Strategy
Professor: Carlos Ossio
INDEX
1. Introduction …………………………………………………………………………………...………………………………
2. Red Bull: The Company Behind the Can ……………………………………...………………………………….
3. Strategy Approach …………….…………………………………………………..………...……………………………
4. Difficulties & Ups and Downs ………………….………………………………………...……………………………

INTRODUCTION

RED BULL: THE COMPANY BEHIND THE CAN.
Sources: http://www.redbullmediahouse.com/company.html http://energydrink.redbull.com/company (What is Red Bull? Where is Red Bull from? Who invented Red Bull? Why did he invent Red Bull? How did this all start?)

Red Bull is the leading brand in energy drinks and they have been the number one energy drink in the market for the last 25 years. Initially, it was only known as this type of beverage, but in 2007, it began to grow into becoming a media company known as Red Bull Media House as well. Because of the co-relation to the activities that the energy drink can do and promote, Red Bull has evolved to becoming a multi-platform media company that focuses on sports, culture, and lifestyle.

Red Bull was invented by Austrian Dietrich Mateschitz in the mid 1980's. With the formula for the Red Bull Energy Drink, Dietrich also put together a unique marketing concept for the beverage. Red Bull was invented with the idea of being a beverage that will help and allow people to participate in challenging activities. From this, the relation to the second aspect which is the Red Bull Media House is seen. This is a part of the company that is equally as important as the beverage itself.

Today, Red Bull Media House is one of the world's leading media company. The high sales in the energy drinks is the result of the many media channels that are available at Red Bull Media House. It is also how they show that they are an effective media company because they come up with media and events that have a high and direct consumer impact.

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