Case Study Red Bull - Further Market Expansion

5441 Words Nov 14th, 2009 22 Pages
________________________________________ Global Marketing Case Study - “Red Bull: The global market leader in energy drinks is considering further market expansion.” ________________________________________

Ann Bendroth Date: 29.05.2009

Global Marketing – Case Study – Red Bull ____________________________________________________________

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Table of Content
1.0 Purpose of the case study .................................................................................... 3 1.1 Company introduction........................................................................................... 3 2.0 Red Bull´s marketing strategy............................................................................... 3 2.1 Target market
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The questions are as following: 1. How will you characterize the overall Red Bull´s global marketing strategy (global, glocal or local)? 2. Argue for the most relevant segmentation (screening) criteria to be used in the international market selection (IMS) process. 3. What changes would you suggest for Red Bull´s future global marketing mix, in order to meet its future challenges? Additional, as the top management team is considering placing the focus of its further expansion on new markets like Turkey, Russia, Mexico, Japan or the Middle East, they would like to get an external evaluation of the market opportunities. 1.1 Company introduction Red Bull was founded in 1984 by Dietrich Mateschiz and Chaleo Yoovidhya, and the headquarter is to found in Austria. Today Mateschiz and Yoovidhya owns 49 percent of the company each, the remaining 2 percent belongs to Yoovidhya´s son. It took a few years to get permission and license to sell Red Bull. In the meantime, Mateschnitz concentrated to find an exceptional logotype and slogan. A German advertising agency finally created the logotype with two red bulls charging each other. The also created the slogan “Red Bull – gives you wings”. The slogan turned into a prophecy for the Red Bull brand, which continues to soar around the globe. The rest is history and today Red Bull is extremely popular. In 2006, Red Bull

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