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RED BULL IN DUBAI Free essay! Download now

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RED BULL IN DUBAI

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Downloads to date: N/A | Words: 3471 | Submitted: 15-Feb-2013
Spelling accuracy: 97.8% | Number of pages: 9 | Filetype: Word .doc


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Strategic Market Analysis and Recommendations

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RED BULL IN DUBAI - STRATEGIC MARKET ANALYSIS AND RECOMMENDATIONS



RED BULL IN DUBAI - STRATEGIC MARKET ANALYSIS AND RECOMMENDATIONS
EXTERNAL ANALYSIS:

A COMMENTARY ON THE NATURE OF THE MARKET:
Energy drinks are non-alcoholic beverages which are intended to provide a quick burst of high energy to the consumer. These may be prepared with a composition of methylxanthines, caffeine, natural flavors, some herbal components or specific vitamins including Vitamins B. They may also contain taurine, guarana, maltodextrin, ginseng, carnitine, inositol, glucuronolactone, creatine and ginkgobiloba. Most products include artificial sugar. The primary active component is generally caffeine.
Energy drinks sales are highly concentrated in developed markets in North America, Australasia, and Western Europe. These areas are indicating a level of saturation and this is contributing to an overall slowdown in energy drinks sales growth. Collectively these markets account for almost half the global volume of energy drinks, based on Euromonitor International data. In 2010, on a per capita basis, people in these core markets consume more than 10 times the amount of energy drinks than the rest of the world.


free products to attract female consumers.

A COMMENTARY ON FACTORS INFLUENCING FUTURE MARKET GROWTH:

RECENT GROWTH RATES OF RED BULL: A total of 4.631 billion cans of Red Bull were sold worldwide in 2011, representing an increase of 11.4% against 2010. The company’s turnover increased from EUR 3.785 billion to EUR 4.253 billion, accounting for a CAGR of 12.4%. In UAE, Red Bull showed a 6% total volume growth and 8% current value growth from 2010 to reach 29 million litres and AED607 million in 2011. Red Bull employed 8,294 people in 165+ countries at the end of 2011 which is an increase from the 7758 employees a year before.

SUCCESS FACTORS: Now let’s look at the Success factors that have given Red Bull a clear competitive advantage over the competitors. The main reason for the success of Red Bull is in its advertising style. Red Bull tends to spend very little on conventional or traditional marketing tools, like TV and Print ads. Their marketing strategy is usually out of the box and creative. Red Bull tends to be more active in sponsoring extreme spots and giving away samples in local events. Moreover, some say that Red Bull uses the “buzz marketing” strategy or better known as “word of mouth”. ...

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