Red bull - 3106 Words

Marketing Case Study Assignment 1 2012 Contents 1.0 Introduction 2 2.0 SWOT Analysis of Red Bull 2 3.0 Analysis of Red Bull’s Market Structure and Control Systems 3 3.1 Market Structure 3 3.1.1 The number of players in the Energy Drink Market 3 3.1.2 The Degree of Product Differentiation in the Market 3 3.1.3 The Ease of Entry and Exit Into And Out Of the Energy Drink Market 3 3.2 Marketing Control System 4 3.2.1 Intensive Research Work 4 3.2.2 Internal Statistics 4 3.2.3 Marketing and Pricing Strategies 4 4.0 Solutions and Recommendations 4 1.0 Introduction Red Bull is a functional beverage founded by Austrian entrepreneur, Dietrich Mateschitz, in 1984. Containing ingredients such as taurine and caffeine, Red Bull†¦show more content†¦3.0 Analysis of Red Bull’s Market Structure and Control Systems 3.1 Market Structure 3.1.1 The number of players in the Energy Drink Market Red Bull belongs to an oligopoly market structure where the market is dominated by a few large players. The degree of market concentration is relatively high with a large % of it taken up by Red Bull. There are currently more than 30 types of energy-drink products in the market, with Red Bull occupying the largest market share of approximately 65%. With the number of players in the market, there is therefore certain degree of interdependence between firms and it is necessary for Red Bull to take into account the likely reactions of other firms during strategy planning. 3.1.2 The Degree of Product Differentiation in the Market Being in an oligopoly market structure, Red Bull produces branded products where advertising and marketing is an important feature of competition. The different types of energy drinks in the market serve as close substitutes to Red Bull. Hence, Red Bull presents itself as a premium product, having â€Å"a unique combination of high quality ingredients† (Red Bull, n.d.) which â€Å"vitalizes body and mind† (Red Bull, n.d.). It segments its market differently from its competitors, focusing on performance-oriented individuals who want to have a clear, focused mind and a fun and active lifestyle. This has resulted in Red BullShow MoreRelatedRed Bull13142 Words   |  53 PagesCULTURE 44 RESOURCES 44 STRATEGY # 1: TAURINE FREE RED BULL 44 STRATEGY # 2: DIVERSIFYING INTO SPORTS DRINKS MARKET 45 SYNERGIES IN VALUE CHAIN 46 PITFALLS IN STRATEGIC IMPLEMENTATION 46 SCORE CARD 48 DIAGNOSTIC SURVEY OF PRIMARY AND SECONDARY MANAGEMENT PRACTICES: 49 BIBLIOGRAPHY: 55 â€Å"MISSION AND VISION EVALUATION† RED BULLL GIVES YOU WIIINGS...   MISSION STATEMENT EVALUATION We are dedicated to upholding Red Bull standards, while maintaining the leadership position inRead MoreRed Bull1107 Words   |  5 Pagesyou characterize Red Bull’s overall global marketing strategy (global, glocal or local)? Ans 1 – It is my opinion that Red Bull has a global marketing strategy which it implements in all the markets in enters into. Red Bull has built its name as a trendy energy drink, catering to young adults (aged 16-29), young urban professionals and post secondary school students. Also it targets young club-goers and private parties to spread its name as an active and stylish drink. Red Bull believes that itRead MoreRed Bull735 Words   |  3 PagesCase: Red Bull Red Bull’s success is a result of a great marketing strategy including product placement and creating brand loyalty. Success is also a result of avoiding marketing myopia. Red Bull accomplished this by claiming to satisfy more than just your thirst. Dietrich Mateschitz took the energy drink concept of Krating Daeng in Thailand and broadened it usage by also marketing Red Bull as a sports drink, functional drink, and nutritious drink. Their success was also stemmed fromRead MoreRed Bull993 Words   |  4 PagesRed bull is the worlds oldest and most successful energy drink brands. In 1966, Red Bull was born in Thailand as a kind of vitamin energy drink, and then Austrian entrepreneur  Dietrich Mateschitz  was inspired by this pre-existing energy drink and took this idea, modified the ingredients to suit the tastes of westerners. Now it has more than 40 years of history so far with excellent quality and good reputation, Red Bull drinks are sold in more than 140 coun tries and regions around the world, rankRead MoreRed Bull1644 Words   |  7 PagesWhat is their field of operation? Red Bull operate within the energy drinks sector of the soft drinks market. The product is an example of a functional drink. Functional foods respond to consumer interest in well-being and performance. The major multinational soft drinks companies are investing in the area of functional drinks, developing their own brands and buying up existing ones. This is seen as being important, given that their traditional soft drinks markets are at the maturity stage inRead MoreRed Bull4552 Words   |  19 Pagescommercialize them in Europe, and created the Red Bull brand in 1984. He launched the first beverage on the Austrian market in 1987. The drink was a major success, and is now available in over 160 countries. By 2009, four billion Red Bull cans have been drank and the company has become the leader of the energy drink industry. The firm launched other products, such as Red Bull Sugarfree in 2003 – a reduced-sugar version – Red Bull Cola in 2008 and Red Bull Energy Shot in 2010 – smaller, more concentratedRead MoreRed Bull4895 Words   |  20 PagesPage 20-22 – The impact on value chain activities 1 Name of Company Red Bull Name/ description of Product Red Bull Energy Drink The Red Bull Energy Drink is a stimulating, non-alcoholic beverage, designed to increase the consumer’s mental and physical condition, to ‘vitalize body and mind’: - improves performance - increases concentration and reaction speed 2 - improves vigilance - stimulates metabolism (Red Bull ® Energy Drink (2009) Benefits. Available at: http://www.redbull.co.uk/#page=ProductPageRead MoreRed Bull3982 Words   |  16 Pagesexpanding the sales of Red Bull? Criteria: Market Penetration , Market Development, Product Development, Diversification. (10) Market Penetration: An increase in sales can be made through new promotions or a wider range of adverts and advertising platforms, that will increase the consumption of Red Bull. With minor changes to their product, for example the taste, different flavours, Red bull will also meeting their consumers need for variety. Although I believe that Red Bull already has a very firmRead MoreRed Bull2368 Words   |  10 PagesRed Bull is the most popular energy drink in the world, selling over three billion cans annually. Started in 1987 by Austrian entrepreneur Dietrich Mateschitz, Red Bull pursued an aggressive yet different marketing strategy to grow their brand globally. Red Bull met an untapped need within the beverage consumer market and the strength of their carefully cultivated brand provided them leverage to market themselves in a non-traditional manner. What were the key Brand elements for Red Bull? A brandRead MoreRed Bull1907 Words   |  8 PagesRed Bull s marketing strategy: From the localization and then to an international Posted:2007-3-23   Ã‚  Browse:108 chinese Version   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  11 years ago, the popular Red Bull drink around the world come to China CCTV Spring Festival Gala debut, a Red Bull came to China advertising language, from the Chinese beverage market, more than a category called energy drinks , Golden Red Bull rapidly in China s best-selling blowing whirlwind.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  After 11 years, the Chinese beverage market,

Defining Permafrost

Permafrost is any soil or rock that remains frozen (below 32 F) throughout the year. For a soil to be considered permafrost, it must be frozen for at least two consecutive years or longer. Permafrost can be found in cold climates where the mean annual temperature is less than the freezing point of water. Such climates are found near the North and South poles and in some alpine regions. Soils in Warmer Temperatures Some soils in areas that experience warmer temperatures thaw for a short time during warmer months. The thawing is restricted to the top layer of soil and a permafrost layer remains frozen several inches below the surface. In such areas, the top layer of soil (known as the active layer) warms up enough to enable plants to grow during the summer. The permafrost that lies below the active layer traps water close to the soils surface, making it quite soggy. The permafrost ensures a cool soil temperature, slow plant growth, and slow decomposition. Permafrost Habitats Several soil formations are associated with permafrost habitats. These include polygons, pintos, solifluction, and thermokarst slumping. Polygon soil formations are tundra soils that form geometric shapes (or polygons) and are most noticeable from the air. The polygons form as the soil contracts, cracks, and collects water trapped by the permafrost layer. Pingo Soil Pingo soil formations form when the permafrost layer traps a large amount of water in the soil. When the water freezes, it expands and pushes the saturated earth upward into a large mound or pingo. Solifluction Solifluction is a soil formation process that occurs when thawed soils slide down a slope over the permafrost layer. When this happens, the soils form rippled, wave patterns. When Thermokarst Slumping Occurs Thermokarst slumping occurs in areas that have been cleared of vegetation, usually due to human disturbance and land use. Such disturbance leads to the melting of the permafrost layer and as a result the ground collapses or slumps.

Edgar Allan Poe and Stephen King a Comparison and...

In human nature there exists a morbid desire to explore the darker realms of life. As sensitive beings we make every effort to deny our curiosity in the things that frighten us, and will calmly reassure our children that there arent any creatures under their beds each night, but deep down we secretly thrive on that cool rush of fear. Despite our efforts to maintain a balance of respectable emotions, we are a society of people who slow down to look at traffic accidents and find excitement in the macabre. We turn off the lights when watching scary movies, and when its time to go to bed, we secretly make sure the closet doors are shut. Fear keeps our hearts pumping and endorphins rushing, for it is an emotion that reminds us of our†¦show more content†¦He submitted hundreds of stories to magazines, mostly in the genres of horror or science fiction, and proudly displayed the rejection slips on a large nail over his typewriter. In Kings book On Writing, he recalls, By the time I was fourteenÂ… the nail in my wall would no longer support the weight of the rejection slips impaled upon it. I replaced the nail with a spike and went on writing (41). Rejection was simply a motivation for King to write better than before. br brKing received his college education at the University of Main in Orono. He lacked a financial backer to cover his expenses, so he worked full time in order to pay his tuition. He had published several short stories by the time he reached college and was becoming a serious writer. Contrasting Poes lack of parental support, Kings mother gave him full encouragement to pursue his craft, leaving him with no doubt that this would be his undertaking in life. Because he was so well grounded in his goals, he remained focused in college and blossomed as a writer in the experience. Perhaps this is where the core difference exists between Poe and King; one lacked a strong emotional foundation in his youth and went on to make disastrous choices, consequently keeping him out of reach of success within his lifetime. The other writer was brought up with encouragement, fostering a strong belief in his talents,

Religions Spread Through Conquest (2403 words) Essay Example For Students

Religions Spread Through Conquest (2403 words) Essay Religions Spread Through ConquestWhen studying history, both in a professional and academic sense, we try to make connections between civilizations and time periods. Historians have attempted to discover universal conezts of human nature, a bond that forms from continent to continent, human being to human being. Is there a conezt quality that all peoples posses, and is reflected in all civilizations? Indeed, it is extremely difficult to make generalizations about centuries of modern history. To say that something is true of all of history is virtually impossible, as a counter-example exists for just about anything that can be said of any group of civilizations. To say that all religions are spread by violence is equally unfair and untrue because contrasted religions has been spread in exceedingly diverse regions of the world, by vastly different cultures. Islam, as a prime example, has been characterized inequitably by historians and the media as a religion of violence. To put it bl untly, as this article does, Islam was mainly spread through Arab territorial conquests (Sudo, 4). However, upon examination, it is not fair to make the generalization that Islam is a religion of violence, and one notices when looking at world religion on a whole, one finds that Islam was no more violent than any other religion. In fact, not only is Islam not a fundamentally violent philosophy, but we can also see that many other religions normally considered non-violent, such as Christianity or Hinduism, have been spread through bloody conquest. Thus, in searching for a universal conezt of history, we ought not fall into the fallacy of abstractions, as Sydney J. Harris keenly puts it, and assume that because of isolated incidents and conflicts of territorial ambitions, that all religions have violent tendencies. Islam has, throughout the centuries, been somewhat a victim of circumezce indeed it has been perceived by many as oppressive and cruel. This belief originated over a thousand years ago, when Islamic peoples first threatened the western world. As they slowly undermined Byzantine authority, Christians became terrified of their presence, resulting in widespread animosity and aversion. Hindus and Buddhists of the South Asian subcontinent lived under Islamic law for hundreds of years (Ahmad, et. al., 186), and eventually, in the twentieth century, split the region into angry factions (Ahmad, et. al., 207). Mohammed, the prophet of Islam, was a great warrior. This invariably lead defeated peoples to believe that he begot a cult of war and violence. Over the centuries, it also has developed the ability to instill a sense of holy purpose onto its believers and soldiers, where they go into a battle of certain death for their faith in the jihad, or holy war. Even today, the jihad is still a p otent source of conflict and aversion, as the many of the problems in the Middle East center around the issue of Islamic Fundamentalism and the jihads. Originally, Islam was perceived by western historians as a religion of violence and conquest; by preying on the caravans of the Quraish, weakened them to the point of submission (Mohammed and Islam, 1). In fact, Mohammed was a warrior, aristocrat, and brilliant strategist a stark contrast to many other holy men of history. He was forced to both defend his cities and force submission, as the passage had shown, because of the strong military powers of his religious predecessors and oppressors, the pagans of the Middle East. Islam means submission according to the Islam discussion in class and one might assume that the submission was attained through military and forceful means. In fact, while Mohammed preached peace from 610 to 622 AD, he attracted few converts and was persecuted by the current ruling paganistic regime. After the vi sions of 622 AD, he realized that his cause was even more urgent than before, and only at that point did he begin to utilize his military skills (Class Discussion). However, despite the more violent nature that his quest took, even after the revelations by Gabriel in 622 AD, by reciting his revelations aloud, Mohammed made many converts, (Mohammed and Islam,1). Mohammed was not a purely violent man, but also a great speaker and demagogue (Mueller, 2). He did not solely attack the pagans of the Middle East, he also attracted a great deal of converts by the truths he spoke. If he could be ruthless, he was more often gentle, kind, generous, magnanimous. He could be Christ-like in his sympathy for the poor (Mueller,2 ). Another non-violent way of spreading Islamic culture was through the merchant system which developed around its new centers of trade and culture in both Mecca and Medina (Ahmad, et. al., 572). People from all around the region would come to those cities to trade, and wer e attracted by the religion. As Islam developed and spread rapidly, its control quickly began to encroach on Byzantine territory where it found diverse groups of people, who resented the foreign control of the flailing western power. The people viewed the Middle Eastern Islamic conquerors as liberators from the oppressive Byzantine Empire, and welcomed both Islamic soldiers and religion. In addition to other non-violent means of conquest, when Muslims actually did militarily gain territory, they allowed other religions to grow around them. They did not force conversion by slaughter in the name of Allah, as Christians often did. The Muslims were tolerant of both foreign religions, peoples, and traders. They welcomed Far Eastern merchants into their territory. In India, while they did militarily gain control of the South Asian subcontinent, they never forced conversion, nor did they enter the territory with a religious intent. Indeed, the reason that the Hindu and Muslim clashes arose was based on religious differences, which were largely initiated by the Hindus, who viewed their conquerors as heretics not the opposite (Ahmad, et. al., 186). In fact, that page of the text also notes that the first Delhi sultans set up hundreds of schools, hospitals, and other public establishments. The Koran was very tolerant, accepted many beliefs, and was another basis for the peaceful spread of Islam. The Koran, according to The Koran article and class discussions, appealed to the impoverished and the destitute people from all walks of life could embrace the Koran, because it was targeted at them, not at the government-ranking aristocrats that most other religions were centered around, as those religions had been created for the purpose of social control, rather than deep spiritual convictions or for spiritual well-being. The Muslim needs no priest nor intermediary to pray to Allah the only spiritual transmitter to god he needs is prayer Islam does not even require a mosq ue or temple for litany. The actual religion of Islam preaches decidedly against violence and speaks out against aggression. The concept of jihad refers to? inner spiritual struggle of Muslims for self control in order to do good (Sudo, 5). Actually, the average Muslim is not violent, nor is he driven by any form of holy conquest. Islam has been unfairly depicted as a religion spread through Jihad and the lure of riches and conquest. But Islam, the most unlikely of candidates, has been, throughout the centuries, a relatively tolerant religion. It has never believed in any form of religious genocide, nor had any inquisitions or messianic crusades, as religions of many other parts of the world did. In fact Akbar I of 1556-1605 AD, the third ruler of the Mughal Empire, took the ultimate steps toward tolerance, by marring a Hindu princess, and allowing Hindus a strong role in the government (Ahmad, et. al., 187). The wars that Islam fought have been rather secular, despite the fact that their government often was not. However, the same cannot be said of Christian, Hindu, and Aztec government, all which had strong ties to both violence and conquest, and indeed, while often are characterized as non-violent forms of religion (with perhaps the exception of Aztec), are equally as violent as Islam, if not more so. The Breaksfast Club EssayTo say that religion on a whole is violent and counter productive would be a massive abstraction and a false one too. In fact, the purpose of this essay is not to denigrate the notion of organized religion, but to clarify the purpose of the Islamic religion, and to dispel the commonly held notion that Islam is solely a cult of violence. Through the ages, religion brought light to literally billions of people. It has inspired artists, scientists, writers and scholars. It was the founding basis of Western Civilization, and our entire society. We cannot deny its overriding role in our history. The purpose of this essay is also not to contrast Islam as good and Christianity as bad. Truly, Islam, when closely examined, is a rather tolerant and non-violent religion it has no history of imperialism, nor has it ever forced the conversion of mass people. Whatever violence it has created, it is at least not any worse than any other religion. In summary, it is not f air to say that religions are fundamentally violent, nor does it do justice the study of history, which indeed proves to us that often religion had a far nobler purpose. Would our world perhaps have been a better place? That question can never be answered We do know, however, that religion was both violent and beneficial to classify it as one or the other would not do it justice. However, we will continue our search for the universal conezt, and perhaps the study of religion will someday bring us closer to the truth.