Red Bull Energy Drink

Red Bull is an energy drink whose performance is deteriorated in the taste test. Some people say it is too sweet. Other people just shook their heads and said, "No" its content is not patented, and all ingredients are listed on the outside of a thin silver can. However, Red Bull has a market share of 70% to 90% in over 100 countries worldwide. In the past 15 years, beverages have been copied by more than 100 competitors, but companies such as Coca-Cola and Anheuser bush can not take market share from Red Bull.

There are currently three sizes of Red Bull Energy Drink: 250 ml, 355 ml, 433 ml, Red Bull Energy Drink (Original Flavor), Red Bull Sugar Free, Red Bull Coke. Red Bull Energy Shot - Red Bull Energy Drink and Red Bull Sugar Free Concentrate, there is also only 60 ml (Red Bull, 2012). According to Cornelissen, "Corporate image is a characteristic that companies are trying to establish in the minds of their stakeholders" (Cornelissen, 2009, page 255). In order to understand how enterprises want to be seen from stakeholders (focusing on customers) it is necessary to understand three important attributes of corporate image, symbolism, communication, and behavior.

Introduction: Red bull GmbH is an Austrian-based private company. Established in 1984, in 1987 began manufacturing Red Bull Energy Drinks in Austria. Red Bull is an energy drink that activates the body and mind. Red Bull is one of the world's leading energy drink manufacturers. (Red Bull) The company sold 906 billion cans worldwide, decreased from 921 billion cans in 2008, and sales in 2009 were $ 43 billion, a decrease of 7% compared to the previous year. (Bloomberg Business Week) 2. History: Red bull GmbH manufactures the world's leading energy drinks. Red Bull is sold in 160 countries around the world. Red Bull has a 70% share of the global energy drink market. The origin of Red Bull Energy Drink is in Thailand. The founder of Red Bull brought the concept of energy drink from Austria to Thailand. (Fundinguniverse.com)

In the Far East, attracted by mainstream drinks, Dietrich Mateschitz made Red Bull in the mid 1980's. He made a recipe for Red Bull Energy Drink and established Red Bull's unique marketing philosophy. Red Bull Energy Drink was first sold in the Austrian housing market on April 1, 1987. This is not only the release of products that are different from new products, but actually produced new product types. Today, Red Bull is in over 166 countries and has consumed about 40 billion cans Red Bull so far. By the end of 2013, Red Bull employs 9,694 employees in 166 countries and its sales exceeded EUR 5 billion for the first time. SWOT analysis