Swot Analysis Of Red Bull

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Red Bull is a relatively new company yet it is known virtually throughout the world. Red Bull was founded in 1984 by Mr. Dietrich Mateshitz when he came across an “energiser” whilst on business trips to Austria. He decided to bring this “energiser” back to Europe and adapted it to European taste – this would be the beginning of what is today the Red Bull empire.
Red Bull is a functional product – it is an energy drink that provides scientifically proven benefits, namely:

- Increases concentration;
- Increases reaction times;
- Increases physical endurance.

Red Bull has created a new product category: the energy drink category.
Since its humble start back in 1987 Red Bull has seen double and triple digit growth in sales and currently sales top 1.8 billion cans worldwide (2008 figures). In the UK where Red Bull started in 1994 the figures is now 272 million cans, registering double-digit growth every single year. In terms of sales revenue it now exceeds over 1 billion Euros.
Red Bull is currently available in more than 100 countries. Its top 5 markets are the USA, UK, Austria, Germany and Spain, in this order. In fact the U.S. is 34% for total global Red Bull volume. Figure 1 illustrates the break down:

Figure 1: Total Red Bull Volume by Area

In the UK, Red Bull owns 85% of the total energy drink market and is actually the 2nd soft drink in the whole market (after Coca Cola).

Its organisational structure is quite simple. The company is headquartered in Austria (Fuschl am See) and it has a regional head office in each country that it operates in. It adapts the global sales and marketing directives from its head office to the local consumer and market.

2. Environmental/ Situational Analysis

2.1 Trends/Issues

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...South and North America, Australia.
Red Bull don’t use too much of local advertising strategies, promotion and sales in different regions. The design of ads and cans, flavors and taste are the same in different regions and can be easily recognized by consumers from country to country.

Demographic Segmentation
The age of consumers of energy drinks is mostly between 14 - 30 years old. This age group can be also characterize as the generation Y. Speaking about gender we can figure out that there is no preference, male and female are likely to drink Red Bull.
Income of the consumers of Red Bull drinks is a bit higher than average.

Psychographic Segmentation
Personality of the Red Bull drinkers can be defined as the following: ambitious, edgy, people, who are not afraid of taking risks.

Behavioral segmentation
Red Bull users drink the beverage on special occasions:

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