Business Strategy Red Bull

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Table of contents List of figures...................................................................................................... III List of abbreviations ........................................................................................... IV 1 Purpose of this paper .................................................................................... 1 2 Company profile of Red Bull.......................................................................... 1 2.1 2.2 2.3 3.1 3.2 3.3 Company introduction..................................................................... 1 Market overview ............................................................................. 2 Financial overview…show more content…
Agro Trading Company Limited, owned by a Thai family, owns the 49 % respectively the son of the former owner of this company owns the remaining 2 %. 1 Red Bull (2014). 1 2.2 Market overview The energy drink market is one of the few growth markets in the beverage industry with a market volume of $40 billion in 2012 in sales globally.2 From 2011 to 2012 the off-trade ready-to-drink volume increases by 12.4 %.3 North America leads in absolute volume and growth terms with a compound average growth rate (CAGR) of 8.1 %. The market reported two years of 17% increases in 2012 and 2013 and is expected to continue a steady upward trajectory to 2018. Marketline stated a market share for RB of 43 % in 2011 on the global energy market.4 Since 1982 RB has pioneered the energy market but from 2011 to 2012 the company has underperformed the market. The closest competitor is Monster with a market share of 16 %. With regard to the US, Monster is market leader but also Rockstar benefits from a strong growth in the US. RB’s sister company Figure 1: Market shares on the global energy market for 2011 Source: Own illustration, following Marketline (2012). TC Pharmaceutical Industries is the Asian market leader with 81.2 % market share. Additional competitors are the soft-drink companies Coca-Cola with its own energy drink brands Burn and Relentless as well as Pepsi with its brand Sting. 2.3 Financial overview The following financial overview
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