Case Study : Red Bull

4107 Words May 14th, 2010 17 Pages


I certify by my signature that this is my own work. The work has not, in whole or part, been presented elsewhere for assessment. Where material has been used from other sources it has been properly acknowledged and referenced. If this statement is untrue I acknowledge that I will have committed an assessment offence.

Student ID: 77081201

Level of Study: MA

Module Title: International Marketing


Module Tutor June Dennis

Full text word count: 3,937 words

Student Name: Do Khac Huong

Student Signature: __________________________________________

Date of Submission:

Name of first
…show more content…
In this case, Red Bull Australia imports and sells on to Cadbury Schweppes which then sells to vendors in its network. Using an existing distribution network of a partner in certain countries helps Red Bull reduce quite a lot of distribution costs and quickly spread its sales in a new country. Red Bull uses its own way to set up the distribution network in the new markets by targeting small distributors who often become exclusively Red Bull distributors. Red Bull even hired teenagers and students, giving them vans to distribute the product. Small independent venues are also the first targets. Red Bull would find the small bars, restaurants and stores and give them a small cooler from which to sell beverage.

2.3 Commitments
Barriers to Red Bull business can be placed in some countries. For instance, Denmark and France are countries where Red Bull is not allowed to sell its products. In some countries may set the barriers to prevent their home companies doing the same business by slowing down the process of granting the business licence to Red Bull.

2.4 Currency
Red Bull is selling their products in over 130 countries over the world. Any change in the exchange rate in each country will result in the total revenue of Red Bull. Pricing also is influenced by

More about Case Study : Red Bull

Open Document