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CE 8 Red Bull
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The strength of Red Bull in the worldDaan van Urk
13-04-21
International marketing strategy
Meneer De Groot
,Table of contents
Why do I think Red Bull is an interesting company? ...............................................................3
The start of Red Bull ...............................................................................................................3
The strategy of Red Bull .........................................................................................................4
Company orientation in global strategy development ...............................................................5
The international competitive posture matrix .............................................................................5
Important trends for Red Bull ..................................................................................................6
Red Bull stakeholders in France, The US and China ..............................................................7
Barriers to world trade for China, France and The US ............................................................8
Responding to culture in China, France and The US ..............................................................8
Hofstede’s cultural dimensions in China, France and the US ..................................................9
Market size in France, The US and China ............................................................................10
Continuum of standardization ...............................................................................................11
Product and services of Red Bull ..........................................................................................12
Actual product ............................................................................................................................. 12
The product service.................................................................................................................... 13
The International marketing communication of Red Bull .......................................................14
The price of Red Bull ............................................................................................................14
Red Bull is for sale in different stores all over the world ........................................................15
Advice for Red Bull ...............................................................................................................15
, Why do I think Red Bull is an interesting company?
First of all Red Bull is a huge company. It is very interesting that a company that sells
energy cans is so well-known. The marketing of Red Bull is exceptionally good. Red
Bull not only sells the can, but also an experience. Red Bull stands for adventure and
challenge.
The start of Red Bull
Red Bull was founded in 1984. The founders are from Austria, but the product was first
made in Thailand. There was a limited budget at the time, but Red Bull soon knew how
to approach customers. (Red Bull, 2021)
Red Bull is well known to consumers. It is an energy drink that originally comes from
Thailand. That license was bought in 1987 and the drink was also presented that year
during the Monaco Grand Prix. This is a reason why Red Bull is so well known in racing.
(Red Bull, 2021)
Drinking Red Bull gives you a lot of energy. The mission is to get more Red Bull
drinkers. Red Bull want to achieve this goal through product differentiation. Red Bull
also has variants of Red Bull such as Red Bull without sugar.
Red Bull is also very famous because of all the projects they have. For example the
football clubs they started through the years (colgadosporelfutbol, 2020)
Figure 2: football clubs of Red Bull (colgadosporelfutbol, 2020)
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