Red Bull Company Analysis

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Organizational Analysis

Red Bull is an energy drink sold by Austrian company "Red Bull GmbH, created in 1987.
Red Bull is the most popular energy drink in the world, with 4.5 billion cans sold each year.
Austrian entrepreneur Dietrich Mateschitz founded "Red Bull GmbH" in a partnership with
Chaleo Yoovidhya. After the product was introduced the consumption doubled year by year in
Austria, so the company decided to introduce Red Bull in first foreign markets. Those markets included Singapore 1989, Hungary 1992, Germany 1994, and followed by the UK in 1995. Red
Bull is sold in a tall, slim blue/silver can and the company slogan is "Red Bull gives you wings". The product is marketed through advertising, and sponsored
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This partnership caused a supply chain boost and opened five locations in five states in the first 90 days of operation. Red Bull is the industry leader amongst energy or functional drinks with annual market sale of a billion dollars. The company has become so successful because of its marketing capabilities and consumer awareness. They employ target campaigns for their target market and sponsor events that will make them stand out from the other energy drinks such as formula one racing and free skiing. Events such as these help Red Bull strongly promote its self and its slogan “Red Bull give you Wings.” In regards to weaknesses the company’s weakness if any would be their small product base. The company relies on very few energy drinks and sugar free options, and some feel that the company would benefit from offering more of a variety or even a healthier version to attract a new market. Another weakness would be lack of innovation. With new energy drinks entering the market, it would benefit the company to create something that helps it stand apart whether it be a new product image or less caffeine in the recipe.

Even though the company has strengths and weaknesses there is still opportunities that it Can take advantage of. One of the opportunities would be in the form of product extension. As Stated previously a small product base is an area of

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