Case Study : Red Bull
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FACULTY OF BUSINESS AND LAW
MAITF VIETNAM ASSIGNMENT HAND-IN FORM
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
Course Title: MA INTERNATIONAL TRADE AND FINANCE
Module Tutor June Dennis
Full text word count: 3,937 words
Student Name: Do Khac Huong
Student Signature: __________________________________________
Date of Submission:
Name of first marker: Mark:
Name of second marker: Mark:
1. Introduction
Red bull is a leading energy drink company in the world, with global sales of 3 million cans in 2006 accounting for 45% market share of the world energy drinks market. Since its foundation in 1984, Red Bull has made a significant expansion in international markets to over 130 countries and generated over €2.6 billion in turnover throughout the world employing 3,900 employees globally.
Red Bull devised an innovative marketing approach to mainly target at the young adult consumers seeking an energy boost. Red Bull targets at young adult consumer aged 16 to 29, young urban professionals and students.
The market for energy drinks is characterised by the presence of specialised manufacturers as well as food and beverage giants. Key players in the marketplace include Pepsi, Coca-Cola, Danone, Hansen Beverage Company, Monarch Beverage Co., Red Bull, Dark Dog, GlaxoSmithKline, Extreme Beverages, Taisho Pharmaceuticals and Otsuka Pharmaceuticals. In terms of market share, Gatorade and Red Bull lead the sports and energy drinks segments, respectively. Most of the soft drink multinationals (like Pepsi, Coca-Cola, Danone, GlaxoSmithKline) also cover the
FACULTY OF BUSINESS AND LAW
MAITF VIETNAM ASSIGNMENT HAND-IN FORM
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
Course Title: MA INTERNATIONAL TRADE AND FINANCE
Module Tutor June Dennis
Full text word count: 3,937 words
Student Name: Do Khac Huong
Student Signature: __________________________________________
Date of Submission:
Name of first marker: Mark:
Name of second marker: Mark:
1. Introduction
Red bull is a leading energy drink company in the world, with global sales of 3 million cans in 2006 accounting for 45% market share of the world energy drinks market. Since its foundation in 1984, Red Bull has made a significant expansion in international markets to over 130 countries and generated over €2.6 billion in turnover throughout the world employing 3,900 employees globally.
Red Bull devised an innovative marketing approach to mainly target at the young adult consumers seeking an energy boost. Red Bull targets at young adult consumer aged 16 to 29, young urban professionals and students.
The market for energy drinks is characterised by the presence of specialised manufacturers as well as food and beverage giants. Key players in the marketplace include Pepsi, Coca-Cola, Danone, Hansen Beverage Company, Monarch Beverage Co., Red Bull, Dark Dog, GlaxoSmithKline, Extreme Beverages, Taisho Pharmaceuticals and Otsuka Pharmaceuticals. In terms of market share, Gatorade and Red Bull lead the sports and energy drinks segments, respectively. Most of the soft drink multinationals (like Pepsi, Coca-Cola, Danone, GlaxoSmithKline) also cover the