Red Bull Marketing Research

5391 Words Sep 2nd, 2014 22 Pages
Executive Summary
This report was written to assess the company Red Bull and their energy drink Red Bull Energy Drink, in a manner in which the market/industry, environment, competitors, customers, and the brand were all analysed by using secondary research. A SWOT analysis was also conducted. Through this research and analysing, it was found that Red Bull is the dominating leader in the energy drink market and sells the most units of its product worldwide. However the company does have close competitors in Monster Energy Drink and Rock star Energy Drink. Although Red Bull has massive internal strengths in being leader in the market share and sponsorship of events, it also has weaknesses in lack of innovation and diversity. Their
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The consumption of caffeine can increase alertness, reaction speed, vigilance, the ability to concentrate and problem-solving ability; all the things Red Bull Energy Drink also claims to do (Red Bull 2013).

Market/Industry Analysis
2.1 What market is your company competing in?
Red Bull energy drink competes in the Non-alcoholic drink market which could be the overall Food and Beverage market. ‘Red Bulls target market is young, on the go, who enjoy extreme sports and live an active nightlife, anywhere from 18-35’(Swartz,Jon).
2.2 Quantify the size of the Australian market for your product in volume (000’s) and/or value ($000) terms. eg 500,000 units sold or $5,000,000 of value sold.
Red bull is not the leading energy drink provider, but is number two with 36 percent of the Australian energy drink market (2010,popular energy drinks), the red bull company sold over 5 billion cans in 2012 and have sold over 35 billion since it started in 1987.
2.3 Describe the market’s growth potential
Red bull has exceptional market growth, it is increasing its sale every year in a total of 5.226 billion cans of Red Bull were sold worldwide in 2012, representing an increase of 12.8% from 2011 with a price of around about $ 3.50 AU…