1. Chance Wright
Mrs. Reynolds-6
11/11/15
Red Bull Case Study
Inspired by functional drinks from the Far East, Dietrich Mateschitz founded Red Bull in
the mid 1980's. He created the formula of Red Bull Energy Drink and developed the
unique marketing concept of Red Bull. In 1987, on April 1, Red Bull Energy Drink was
sold for the very first time in its home market Austria. Headquarters are in Fuschl Am
See, Austria This was not only the launch of a completely new product, in fact it was the
birth of a totally new product category. Today Red Bull is available in more than 167
countries and around 50 billion cans of Red Bull have been consumed so far. Launched in
United States in 1997 in California.
Red Bull is the leading company of all the different marketing brands of the
energy drink industry. There strengths include giving out samples at events and using
sponsorships as advertising.They have a broad geographic presence and popular in
countries around the world and it's a well known brand by everyone.
Red Bull’s Weaknesses consist of Limit product portfolio and the highest prices
compared to competitors. There Recipe could be copied due to no patent on it and there
drinks are controversial due to health issues with the drinks due to high caffeine and
Taurine count.

2. Red Bull aims to strengthen its global position by focusing on their presence in
Asia. Red Bull has been successful in the past with its aggressive international expansion,
and plans on using a similar strategy to enter the Asian marketplace. Red Bull is
dedicated to upholding the highest industry standards, while maintaining their leadership
position in the energy drinks category and delivering superior customer service in a
highly efficient and profitable manner. Red Bull’s desire to maintain their leadership
position is reflectedin their mission statement “To spread our wings over the world”
(Red Bull, 2013), as they continue to focus on global expansion. They are focused on
expanding into Asia’s market.
Overall Red Bull is a strong company with a good name brand with a very strong
marketing strategy. As they have weaknesses that consist of to high of prices and a small
range of products they will be able to overcome these issues with the market share they
already have.