Essay on Red Bull Situation Analysis

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This document is part of the requirements of the Foundations of marketing course, the University of Newcastle. It is the first part of the marketing plan for Red Bull, the leader of energy drinks market.
The business overview, current situation analysis and marketing objectives are reviewed in this document as the following briefly details.
The current objectives of the Red Bull are to stay in the same position as the leader, to be the brand icon of the extreme sports and to expand the existing markets. Red Bull has used some strategies to reach these goals, such as extending the product line and being the extreme activities sponsorship.
Since Red Bull positioned itself as a functional drink, the competitors of Red
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1. Introduction
In 1982, Dietrich Mateschitz got an idea of functional drinks. He joined with Chaleo Yoovidhya, Thai businessman, in 1984 and founded the Red Bull, which today is 49 percent owned by Mateschitz, other 49 percent by Yoovidhya and 2 percent by his son Chalerm. Red Bull was first released into the Austrian market in 1987, which was the completely new product category, energy drink. (Red Bull, 2011)
Red Bull has quickly spread its wings around the world, they started the first foreign markets in Singapore in 1989 and Hungary in 1992. Germany and UK was granted Red Bull in 1994 and 1995, followed by the US in 1997. Meanwhile up to 4 billion cans of Red Bull were sold in more than 160 countries across the globe.
This document will focus on the situation analysis of Red Bull. The first section includes internal environment and external environment which affect the company. The internal environment can show the strengths and weaknesses as well as opportunities and threats can be analyzed by the external environment.
The second part will present the SWOT analysis based on internal and external environment. The last section is to set the marketing objectives for developing the marketing strategies.

2. Situation Analysis
2.1. Internal Environment
Red Bull is now in the position as the market leader of energy drinks sector, which hold up to 70 percent of the market shares
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