Red Bull Swot Analysis

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Red Bull
Mission Statement
"We are dedicated to uphold Red bull standards, while maintaining the leadership position I 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"
(Ramos, 2012 )
Mission
• Build a strong relationship with people to make this mission reality (Adams, 2011)
• Expand their market in Asia and Europe (Adams, 2011)
Slogan
“Red Bull Gives You Wings” (Ramos, 2012 )
Vision
“To uphold Red Bull standards, whiles maintain the leadership position in the energy dinks industry as well as delivering superior customer service in a high profitable and efficient manner.” (Asiedu, 2013)
People
Red bull has 8,966 employees around the world in 165 countries. (Asiedu, 2013)
Planet
Red Bull cares about the environment and they are aware that being an environmentally friendly company is important. In addition, Red Bull is recycling their cans and in Red Bull “Energy is never lost, it is just redistributed.” Furthermore, Red Bull cans are light and it is 100% recyclable. (Mayer, 1878)
Profit
In 2013 Red Bull has sold 5.387 Billion cans
Sales:
• India (+55%)
• Japan (+32%)
• Turkey (+18%)
• Scandinavia (+16%)
• Russia (+13%)
• Brazil (+12%)
From 2012 to 2013 the profit of Red Bull Company have increased from EUR 4.930 billion to EUR 5.040 billion.

Product Portfolio

What is inside Red Bull?
• Caffeine
• Taurine
• B-group vitamins
• Sucrose
• Glucose
• Alpine spring water

Red Bull Company has 4 products
1. Red Bull energy drink

(Mayer, 1878)

2 Red Bull Sugar Free
(Mayer, 1878)
Red Bull sugar free is exact...

... middle of paper ...

...histle for Rock star and Glucuronolactone for Red Bull.
Promotion
Red Bull relies on its events and its wings team. The wings team is a group of young women that drive mini coopers, wear backpacks filled with Red Bull, and distribute coolers full of free drinks (Red Bull). In its early days, Red Bull would give cans to club DJ’s, and leave “empty cans on tables in trendy bars and pubs, as well as in garbage cans outside select night clubs” (Normally Kumar 6). Red Bull also does not do anything to dispel absurd rumors that one of its products active ingredients taurine, comes from bull semen.
Rock star relies more on pricing then it does on street promotion. Gas stations regularly run specials on Rock star such as 2 for $3 or 3 for $5. Rock star also uses the same strategy as Red Bull by having models pass out energy drinks and merchandise at sports events.

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