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Red Bull International Marketing Plan

论文作者:英语论文网论文属性:学期论文 termpaper登出时间:2015-07-14编辑:wangjinjin点击率:8355

论文字数:6394论文编号:org201507140945517662语种:英语论文 English地区:英国价格:免费论文

关键词:

摘要:本文主要讲述到红牛公司的发展史,其战略分析以及在国际中所处的地位,因其战略优势已经引起了该领域众多研究者的兴趣,在年轻人市场中也占有一定优势。

红牛国际营销计划 business Marketing Plan



红牛毫无疑问通过产品在人们的思想中已经成为跨国公司了,红牛是一家跨国公司,公司只供应两种产品,使人的心灵和身体充满活力。它在国际上所获得的成功引起了国际市场营销领域众多研究者的兴趣。本报告涉及红牛公司作为能量饮料和饮料行业的主要国际成员其国际市场营销战略,客户忠诚度和相对生产成本是该公司的主要优势。但公司受到国际市场的其他主要参与者的威胁。但公司在其国际能源饮料市场依然享有增长。



红牛公司的国际战略分析常规和非常规市场,从而拓展国际市场。红牛的复杂的人力资源策略是公司立足于国际市场的另一个推动器。红牛在饮料行业采用的是集中差异化战略。因此红牛已经成为了人口数量巨大的年轻人的选择,每年能销售出1000000罐的能量饮料。


Red Bull International Marketing Plan Business Essay



Red bull with no doubt has been transformed to multinational company by the product which invigorates peoples mind and body .Red bull is multinational is company offering only two products invigorating peoples mind and body. Its international success has become subject of interest for many researchers in field of international marketing. The current report addresses international marketing strategies of the Redbull company as major international player in energy drink and beverage industry. Customer loyalty and relative production cost are main advantages of the company. But company is threatened by major players of international market in its penetrated territories. Still company is enjoying growth in its international energy drink markets.



Internal analysis of Red bull strategies has reviled use of conventional and unconventional markets to expand its international markets. The sophisticated HR strategies of the Redbull is another propellers of the company in international markets. Redbull follows focus differentiation strategy in beverage industry. So Red bull has become selected choice of massive young population, which sales 1 million can of energy drink every year.



SWOT analysis of the company depicted some strengths and weaknesses. The analysis showed proper adoption of generic marketing strategy, right international segmentation, right targeting, right positioning and good sales record. The marketing strategy of red bull can be easily applied to different cultures around the world that have sizeable youth population.


History & Background



History


Being dressed in special way is not enough to be good seller in beverage industry. In an industry which its products are found every where like hypermarket, supermarket, grocery and even in clubs selling is not easy.



Red bull was first introduced by Dietrich Mateschitz Austrian business man who teamed up with Thai person to bring production of traditional Thai drink to international level. The product was canned in silver shiny can and named Red Bull because it showed head to head bull fight. ('Red Bull Founder Rides Wave of Success')



In 1987, the product was then taken to Austria where it had its first groundbreaking success in no time. In started going international in 1992, when they entered Hungary. Red Bull is currently active in over 100 countries, energizing the population and creating competition as they go along. One source mentioned that there are over 150 'energy drink' brands, however, all inferior to the mi论文英语论文网提供整理,提供论文代写英语论文代写代写论文代写英语论文代写留学生论文代写英文论文留学生论文代写相关核心关键词搜索。

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