Redbull Company Profile Essay

6140 words - 25 pages

RED BULL GMBH IN SOFT DRINKS (WORLD)
April 2013

SCOPE OF THE REPORT

Scope
 This global profile focuses on the industry trends in soft drinks.

Disclaimer

 All values expressed in this report are retail/off-trade in US dollar terms using a
fixed exchange rate (2012).
 2012 figures are based on part-year estimates.

Much of the information in this
briefing is of a statistical nature and,
while every attempt has been made
to ensure accuracy and reliability,
Euromonitor International cannot be
held responsible for omissions or
errors.
Figures in tables and analyses are
calculated from unrounded data and
may not sum. Analyses found in the
briefings may not totally ...view middle of the document...

Dietrich Mateschitz
and Chaleo Yoovidhya each owned a
49% stake prior to 2012 when Mr
Yoovidhya passed away. Mr
Yoovidhya’s son Chalerm holds the
remaining 2%. While Mr Yoovidhya
was alive he acted as a silent
partner.

 Red Bull has created the global
market for energy drinks, and the
pioneering Red Bull brand has
became synonymous with energy
drinks for a large number of
consumers. Red Bull remains bullish
and ambitious in their corporate
brand. Despite rising competition,
Red Bull continues to comfortably
lead the global energy drinks market
in both volume and value terms.
However, the threat from The CocaCola Co (TCCC) has been mounting.

Red Bull GmbH
Headquarters:

Fuschl am See, Austria

Regional involvement:

Global

Category involvement:

Carbonates, sports and
energy drinks

World soft drinks share by off-trade
0.2%
RTD volume (2012):
World soft drinks off-trade RTD volume
12.4%
growth (2011-2012):

SOFT DRINKS: RED BULL GMBH

PASSPORT 4

STRATEGIC EVALUATION

Red Bull continues to see strong net sales growth
 Red Bull operates many other
businesses aside from energy
drinks The company owns and
manages a construction
company, football clubs, youth
academies and TV broadcasting
and recently online clothing
(Red Bull label only) sales.

 Additional media products
include print magazines about
football, motor racing, celebrity
gossip and lifestyle. The
company has even ventured
into the mobile phone service
business in Austria, Hungary,
Switzerland and South Africa.
 As a privately-held company,
financial information is limited
however the company reported
net sales of €4.9 billion in 2012
and 5.2 billion cans sold,
representing growth of 15.9%
and 12.8%, respectively.
© Euromonitor International

 Red Bull reported exceptionally strong net sales growth in South
Africa (+52%), Japan (+51%), Saudi Arabia (+38%), France (+21%),
the US (+17%) and Germany (+14%). Red Bull cited efficient cost
management and ongoing brand investment as underpinning its
growing profitability.
SOFT DRINKS: RED BULL GMBH

PASSPORT 5

STRATEGIC EVALUATION

SWOT: Red Bull GmbH
STRENGTHS

WEAKNESSES

Broad geographic
presence
 Red Bull has
 Red Bull has a broad
established a strong,
geographic presence,
consistent brand image
which should ensure
(an independent, edgy
positive long-term
brand) globally. Red Bull growth even if certain
is synonymous with
markets reach maturity.
energy drinks in many
countries.

Category limitations

 In overall soft drinks,
 The relatively high
Red Bull has a limited
caffeine content of Red
product portfolio
Bull makes the brand
compared to the rising
highly vulnerable to
number of rivals with a
regulatory control.
plethora of flavour
variants and categories.

OPPORTUNITIES

THREATS

Category leader

Emerging markets

New production

Competition

Controversial
...

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