Red Bull Organizational Analysis

Published: 2021/12/28
Number of words: 817

Red Bull is one of the most celebrated energy drinks in the United States, with more than 25 percent of the market and equivalent market shares worldwide. Because of a lengthy history of brilliant marketing efforts, the brand itself is extremely valuable. While it has established itself as a major corporation, many of us are worried about what may become of the beverages company in the future, as health worries about sugar and caffeine develop. This study will examine the brand’s strengths, weaknesses, opportunities, and dangers to assess where it is now and what the future holds.

Strengths of the Organization

Proper branding principles and a close association with sport-based marketing are two of the organization’s business advantages. The company’s most significant asset is its brand. The company name is now associated with most energy beverages on the global scene. This gives it a unique identity over other popular soft drink brands such as coca-cola. Another effective marketing strategy is the use of colors that give the company a distinct brand image. However, sports-based marketing is the one factor that distinguishes red bulk from other competitors. It offers a broader market base through sports fans.

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Weaknesses of the company

The cooperation has two major setbacks that hinder swift expansion to other marketable products. The firm has only a few product options to pick from and demand a relatively higher price tag. Red bull’s most glaring flaw is its narrow choices of products. It heavily relies on the sale of energy drinks while its competitor has extensively diversified. This limits its expansion to other markets, which would otherwise yield large profits. However, this may be profitable in maintaining the firm’s unique identity as an energy drink manufacturer; nonetheless, it places the company in a risky position due to its dependence on the type of product. Another flaw is Red Bull’s exorbitant pricing. The high pricing makes the energy drink is touted as a luxury product. However, the corporation will be able to reap higher profit margins because of this. The firm is at risk of losing potential customers with constrained budgets, making it miss potential customers.

Opportunities open to the organization

Emerging economies, process innovations, and healthier alternatives are all possibilities for Red Bull. Developing countries are the world’s largest emerging economies, with rapidly rising consumer incomes and exploding day-to-day expenditure. Previously, customers in third-world nations may have shunned the company because of its high price, but now that they can afford it, they may decide to purchase it. We should anticipate people to spend more on luxury items like Red Bull as they get wealthier, creating a great potential for the worldwide brand.

Fresh product lines are another amazing potential for the firm. Red Bull’s regular and sugar-free drinks are the company’s core revenue sources (Kristinsson, 2018). The company should explore other marketable products to the devoted retail consumer. An example of such items is the company’s sports supplements, which aid in expanding the companies potential market reach. They certainly will appeal to the beverage’s sports-oriented clientele. New product lines would not only enhance income directly for the brand, but they would also lower the likelihood of serious risks due to industry reliance.

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Threats facing the firm

Competition, as in many businesses, is a serious challenge to Red Bull. Other dangers include stale products and regulations related to health. Competition is a significant issue across all types of industries. The energy drink business is particularly prone to competition from counterfeit products since it may be difficult to safeguard the recipe’s formula and flavors. The rival organization may easily develop a similar product that will critically dame the brand’s uniqueness (Bodner, 2020). As a result, the firm must maintain its strong brand reputation. Product staleness is a potential hazard to the company. Consumers may grow tired of the flavor if the firm keeps on depending on two basic energy drink products without altering their formulas the brand’s need to develop new items.


Red bull is vividly a dominant figure in the beverage industry due to its well-established brand and vast market share. However, the business’s revenues are heavily reliant on its energy drinks and lack product options to push for its rapid expansion. Due to these factors, Red Bull develop strategies that will enable it to surpass the threats such as product staleness, health-related policies, and business rivals. The most effective it may achieve this is by introducing new products, particularly those aligned to health regulations. Allowing the firm access to new, growing regions might also help it flourish.


Bodner, B. (2020). Company Analysis of Red Bull. Grin, 1-14.

Kristinsson, o. K. (2018). Value creation by branding: the case of Red Bull. Copenhagen: Copenhagen Business School.

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