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Red Bull Strategic Analysis

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Created on April 19, 2021

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Transcript

Strategic Report

Red Bull

A company with a competitive advantage

Competitive advantage

  1. Created in 1984 with a unique formula ; became the most popular energy drink in the world.
In 2020, Red Bull registered records in terms of sales with nearly 7.9 billion cans sold, twice as much as Monster 2. Red Bull competitive advantage is based on its market share and a very high profitability..3. In addition to that, the Austrian company can rely on a strong loyalty to the brand and a big exposure. This results from the perfect targeting of consumers thanks to advertising and promotions.The company attributes nearly 30% of its sales to Marketing budget, a lot more than its competitors. This surely contributes to sustain its competitive advantages.

EXTERNAL ANALYSIS

PESTEL

FIVE FORCES

Internal analysis

Core competencies

Dynamic capabilities

Resources

  • Tangible resources : product, distributionnetwork, raw resources
  • Intagible resources: patents, brand awareness, financial resources, human resources
  • Customer experience
  • Marketing communication
  • Efficiency
  • Marketing
  • Sensing capabilities

COMPETITIVE DYNAMICS

First-mover actor but imitated

Differentiation strategy

Stratos jump, a big comeptitive action