Redbull Case Study

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Examine and analyze the role and impact of strategic thinking for the competitive options of a business of your choice. Business Used in a case study: Red Bull

There are many energy drink manufacturers around the world and currently it is one of the most competitive beverage markets. It is a very accessible category, because energy drinks are not that difficult to manufacture and is very popular within the younger age group. Energy drinks can be used to make cocktails or simply as a means to revitalize one’s body and mind, or so the advertisements lead us to believe. The number one selling energy drink brand is Redbull, and there is a multitude of reasons as to why they are number one. One of which is their progressive marketing strategy and as their mission statements implies, customer satisfaction as well as continuous innovation. Redbull now sponsors a multitude of various sports teams, which range from motorsports to skateboarders and air-racing, as well as surfers. Redbull is not only seen as a global leader in their energy drink sales, but also in their advertisement campaigns, because they just seem a cut above the rest, which needless to say is a key to their massive success. Business strategies often shape the success of a business, because in today’s competitive markets it is no longer enough to create a product. Products can be easily copied and/or improved upon. As in the case of Redbull which founded the market for energy drinks, in 1984 when it was founded. It quickly became a success because it was in a niche market. However, nowadays competition is everywhere and this market is no longer a niche. Redbull’s main energy drink competitors are: Power House, RockStar, Bison, Monster, Burn and Effect. All of which are also popular and have an advantage in their pricing, because Redbull only has one factory, located in Austria. You may be wondering how Redbull has remained number one, well it’s simple their brand has established itself and sponsors



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