International Market Entry Strategies Redbull Essay

4479 Words Jan 13th, 2015 18 Pages
Case Study: The Red Bull GmbH Marketing Strategy

Prepared For: Prof. Dr. Christian Schuchardt
GLOBAL MARKETING STRATEGIES
IMBA 2014/15 International Graduate Center (IGC) Hochschule Bremen University of Applied Sciences

Prepared By:
Bakaa Chkeir Sahil Sabharwal Eric Branson Smith Khandaker Nazmul Alam

Table of Content
Part – 1: Introduction Part – 2: Red Bull’s General and International Strategic Approach
By Sahil

1-2

3-6

Sabharwal
7-10

Part – 3: Red Bull’s Branding & Segmentation Strategy
By Eric

Branson Smith
11-15

Part – 4: Red Bull’s BCG & ANSOFF MODEL
By Bakaa Chkeir By Bakaa Chkeir

Part – 5: Market entry and distribution strategy
By Khandaker

16-24

Nazmul Alam
25-26

Part – 6:
…show more content…
Company turnover exceeded the five billion euro mark for the first time, increasing from EUR 4.930 billion to EUR 5.040 billion. In terms of sales, revenues, productivity and operating profit, the figures were up once again and represent the best in the company's history so far. Such positive figures can be attributed to outstanding sales in the Red Bull markets in India (+55%), Japan (+32%), Turkey (+18%), Scandinavia (+16%), Russia (+13%) and Brazil (+12%), efficient cost management and ongoing brand investment1. Product uniqueness • • • • Innovative Self-confidence witty, charming Polarizing Young and energetic

2|Page
1. http://energydrink-us.redbull.com/company

PART 2: GENERAL & STRATEGIC APPROACHES

3|Page

Internationalization The corporations that intend to indulge into international markets have to conduct and should pass through few tests. Attractiveness test • • How attractive is a particular market? Are there any growth opportunities?

Better off test • Whether an organization is able actually to offer those things in the market that is unique and generates value more than anybody else This can be judged only by taking two elements into consideration Comparative competitive advantage (CCA) It occurs when an organization acquires or develops an attribute or combination of attributes that allows it to outperform

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