Amy Le BUI Thi Thuy

Agnes CHEUNG Nga Woon

Fennie LEUNG Hiu Ying
Sarah TIWANA
Oleksandr Sydorenko
 Introduction

1.About the company

• Mission statement
• Red bull as a product
• Establishment.
• Aims and objective.
• Target market
2. Macro factors: PESTEL analysis
3. SWOT analysis
4.Conclusion
 ABOUT COMPANY
Mission statement
Red bull as a product
Establishment.
Aims and objective.
Target market.
MACRO ENVIROMENTAL FACTORS

• P-olitical Factors
• E-conomic Factors
• S-ocial Factors
• T-echnological Factors
• E-nvironmental Factors
• L-egal Factors
 Political
• The World Health Organisation Health
concerns drug (New Staff, 2008)

• Needs to be approved time consuming

& expensive
 Economic
• Luxury good
Inflation
Deflation
Exchange Rate
-Affect the price
- Influence buying power (Tim
McMahon, 2008)
 Social
• Changing lifestyles
-Preference and confidence of
trying new things
• Gaining Health Qualification
-Gaining confidence from customers
 Technological

• Advanced Technology
– New methods of filling the bottles
– New refrigeration methods
– The creation of disposable bottles
 Environmental
• Increasing concern over the environment
– Higher pressure on making environmentally
friendly products/ materials (Imogen Rose-Smith,
2009):
• Recyclable aluminium & recyclable glass bottle
used
 Legal

• Forbidden from some countries e.g. France,

Denmark, Norway (Maxine Frith, 2004)
 SWOT ANALYSIS
Strengths:

–Strong, fresh, fashionable brand identity

–‘‘Dangerous’’ ingredients add ‘‘edge’’

–Recognition of the consumers through the sponsorship of extreme sports

and events

–Investments of the share holders are minimal due to huge turnover

–29% global market share selling in 140 countries

 WEAKNESSES

Red bull may have lost it’s ‘‘edge’’ as it is now

accepted as being ‘‘safe’’ by most governments

Lack of the patent on Red Bull’s recipe means that

anyone can copy it

Distress selling Toro Rosso team due to F1 rules

may decrease marketing opportunities
 Opportunities:

New products: Carpe Diem, Red Bull simply cola and

Red Bull energy shots
Expanding into developing markets such as Africa and Asia
Concernment of the consumers through the sponsorship of
extreme sports and events
The consumption of energy drinks will increase of more than
one third by 2012
Development of new directions like Red Bull Mobile,
partnerships with Facebook, Fijan resort and theme park
 Threats

 Consumers will prefer to purchase other more ‘‘illegal’’ energy

drinks containing more taurine and caffeine


Accepted as being ‘‘safe’’ Red Bull may lose it’s ‘‘edge’’


Changing buying habits of Red Bull’s largest audience (18-24 years)


Market share reduction due to competition from the 228 other energy
drinks


Organic energy drinks market may steal Red Bull’s consumers
 Conclusion
• Redbull now is becoming more popular,
easpecially with young people by identify the
right market segmentation (youngsters, active
people), as well as bringing out right activities
suits young taste (entertainments on the websites,
different collection of sports for different interest
with Redbull products support, etc)
• However there are some factors such as Legal and
Technological factors can be problems to concern.
 References
1.Imogen Rose-Smith, 2009 : Environmentally Friendly

2.Maxine Frith,2004 : European court backs ban on Red Bull over health concerns.
[Online].Available at: http://www.independent.co.uk/life-style/health-and-
families/health-news/european-court-backs-ban-on-red-bull-over-health-concerns-
569117.html

3.News Staff ,2008 : Is Red Bull A Gateway Drug? Some John Hopkins Experts Say
Caffeine Drinks Need Warning Labels. [Online].Available at:
http://www.science20.com/news_releases
is_red_bull_a_gateway_drug_some_john_hopkins_experts_say_caffeine_drinks_ne
ed_warning_labels

4.Tim McMahon, 2008 : Inflation Cause and Effect. [Online].Available at:

http://www.inflationdata.com/inflation/inflation_articles/Inflation_cause_and_effec
t.asp